Mendoza School of Business


Mitchell Olsen

Associate Teaching Professor
Marketing
 574-631-1734
  373 Mendoza College of Business
  • Biography
  • Background
  • Publications
  • Books

Mitch Olsen is an associate teaching professor in the Department of Marketing, where he also serves as the director of undergraduate studies and assistant department chair.

His research interests are in marketing strategy, with a specific focus on substantive issues that occur at the intersection of any, and all, of the following sub-areas: (1) Brands (especially in the consumer packaged goods industry), (2) Retailing, and (3) Innovation. His expertise in these areas is regularly sought via interviews with leading national and international news outlets such as CNN, CNBC, and Reuters as well as regional press outlets such as the South Bend Tribune, among others.

In his teaching, he enjoys pairing foundational marketing theories – informed by his three degrees on the subject (B.S., M.S., and Ph.D. from Indiana University’s Kelley School of Business) – with emergent applications of those theories in practice – informed by his work experience at Procter & Gamble and his active research on firms in the retail and consumer packaged goods industries.

Education
Ph D, Indiana University
MS, Indiana University
BS, Indiana University

Areas of Expertise
Brands (especially in the consumer packaged goods industry)
Retailing
Innovation and New Product Development


"Natural New Products and Brand Distribution", (With Frank Germann, Meike Eilert), Marketing Science Institute Working Paper Series, Report No. 20-132, 2020



"Green Claims and Message Frames: How Green New Products Change Brand Attitude", (With Rebecca Slotegraaf, Sandeep Chandukala), Journal of Marketing, 78, 2014

"Product Performance", (With Owen Parker), The SAGE Encyclopedia of Corporate Reputation, 2016

"Product Recalls and Public Safety", (With Owen Parker), The SAGE Encyclopedia of Corporate Reputation, 2016