Associate Professor of Marketing

Department of Marketing

Bryan Hochstein

Research Interests


Ph.D., Florida State University
M.B.A., University of Wisconsin, Oshkosh
B.A., University of Wisconsin, Oshkosh


Bryan W. Hochstein (Ph.D. Florida State University) is an Associate Professor of Marketing at the University of Alabama. Prior to his current role, Bryan sustained a twenty-year career in sales, leaving a successful sales executive position at Time Warner Media in 2012 to pursue an academic career. To remain current on business topics, Dr. Hochstein seeks cutting-edge thought by regularly facilitating academic/industry discussions via thought leadership forums, industry conferences, and research interviews. Bryan is often referred to as the “Doctor of Customer Success Management,” which reflects his commitment to investigating and blending the newest ideas on sales practice, such as Customer Success, with academic research and instruction.

Dr. Hochstein’s research appears in the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Journal of Personal Selling and Sales Management, Industrial Marketing Management, Journal of Business Research, Marketing Letters, Journal of Business and Industrial Marketing, and other leading outlets. In addition, Bryan is a co-author of the textbook “Marketing Strategy,” 8th Edition (Cengage Publishing), which focuses on bringing together strategies to manage disruption and evolving market approaches in ways that improve firm financial performance outcomes.

Dr. Hochstein, known to students as Dr. H, leads the University of Alabama’s Master-level Sales Leadership program. Using a mix of online and in-person tools, Dr. H facilitates courses where students engage with industry partners that help develop job relevant skills and professional networks that lead to quality employment opportunities. Bryan has taught classes from large (>500) to small (<20) across fully online, virtual live, and in-person delivery modes. Dr. H is recognized as an expert on connecting current marketing practice with student development needs and regularly consults with publishers to train university instructors on effective classroom techniques. In his free time, Bryan is a husband/father, airplane pilot, avid traveler, history student, classic BMW enthusiast, Wisconsin sports fan (Go Packers, Brewers, and Bucks), and supporter of community organizations.

• Recipient AMTP Thomas Ponzurick Top Paper in Conference Award, 2022.

• Recipient, Best Reviewer 2021, Journal of Personal Selling and Sales Management

• Recipient AMA Outstanding Marketing Faculty Educator Award – University of Alabama, 2021

• Recipient Best Competitive Paper, National Conference in Sales Management, 2019

• Recipient James D. Nabors Instructional Excellence Award – University of Alabama, 2018

• Recipient Best Competitive Paper, National Conference in Sales Management, 2018

• Recipient American Marketing Association Sales SIG Excellence in Research Award, 2017

Selected Publications

Selected Works:

Hochstein, B., Chaker, N., Rangarajan, D., Nagel, D., Hartman, N. (2021) Proactive Value Co-Creation via Structural Ambidexterity: Customer Success Management and the Modularization of Frontline Roles. Journal of Service Research.

Hochstein, B., Bolander, W., Pratt, A., Christianson, B., Reynolds, K. (2021) An Investigation of Consumer Subjective Knowledge in Frontline Interactions. Journal of Retailing.

Hochstein, B., Rangarajan, D., Mehta, N., Kocher, D. (2020) An Industry/Academic Perspective on Customer Success Management. Journal of Service Research.

Hochstein, B., Bolander, W., Goldsmith, R., Plouffe, C. (2019). Adapting Influence Approaches to Informed Consumers: Are Salespeople Really Doomed? Journal of the Academy of Marketing Science.

Dugan, R., Hochstein, B., Rouziou, M., Britton, B. (2019). Gritting Their Teeth to Close the Sale: The Positive Effect of Salesperson Grit on Job Satisfaction and Performance. Journal of Personal Selling and Sales Management.

Panagopoulos, N., Hochstein, B., Baker, T. L., *Pimentel, M. (2018). Boosting Sales Force Morale in Highly Dynamic, Complex Markets: The Role of Job Resources. Industrial Marketing Management.

Plouffe, C., Bolander, W., Cote, J., Hochstein, B. (2016). Does the Customer Matter Most? Exploring Strategic Frontline Employees Influence of Customers, Business Partners, and the Internal Sales Team. Journal of Marketing.

For a complete listing of publications, see Google Scholar