Department of Marketing and Management Sciences

Dr. Bela Florenthal


Office:   V3058
Phone:   973-720-3679
Office Hours:   By appointment

Department: Marketing and Management
Position: Associate Professor
Area Specialization: Consumer behavior in retail setting

Professional Degrees
Ph.D. (Marketing), Smeal College of Business Administration, Pennsylvania State University, PA, August 2004
Master of Science in Business Administration, Technion-Israel Institute of Technology, Haifa, Israel, July 1997 
B. A. in Extended Economics, cum laude, University of Haifa, Haifa, Israel, July 1988

Previous Appointments
2004 – 2010 Assistant Professor of Marketing, Butler University

Primary Research Interests
E-tailing/retailing and social media in retailing
Impact of cultural differences on shopping behavior
Impact of green (Eco-friendly) marketing on consumer behavior

Representative Publications
Florenthal, Bela and Aviv Shoham (2010), “Four Mode Channel Interactivity Concept & Channel Preferences, ”Journal of Services Marketing, 24 (1), 29-41.

Florenthal, Bela and Peter Grossman (2009), “Barriers to Adoption of Hybrid Cars in the Midwest: Focusing on Generation Y,” Journal of Business and Behavioral Sciences, 21(1), 64-79.

Florenthal, Bela, Yagi Noriko, and Hongjiang Xu (2009), “Marketing Feng Shui to Asia: A Case Study,” Korean Journal of Marketing (special issue), 11 (2), 1-20.

Florenthal, B. and Aviv Shoham (2009), “Matching 'E-tailing Strategies to Customers' Behavior: Three Levels of Interaction,” in Electronic Markets: Benefits, Costs, and Risks, edited by Craig Standing, Hampshire, UK: Palgrave Macmillan, 11-35.

Teaching Experience
Marketing Management
Consumer Behavior
Introduction to Marketing
Marketing Research

Representative Work/Consulting Experience
Financial advisor
Marketing research consultant