John McCann


Professor Emeritus John M. McCann

Fuqua School of Business
Duke University
Durham, N. C. 27708


  • Doctor of Philosophy in Industrial Administration, Herman C. Krannert Graduate School of Industrial Administration, Purdue University, August 1973.
  • Master of Business Administration, University of Kentucky, August 1969.
  • Graduate study in Mechanical Engineering and Control Theory, University of Kentucky, 1968
  • Graduate study in Mechanical Engineering, Georgia Institute of Technology, 1963
  • Bachelor of Science in Mechanical Engineering with Distinction, University of Kentucky, June 1962.


  • Professor Emeritus, Fuqua School of Business, Duke University, 2002- present.
  • Vice President, Duke Corporate Education, Durham, NC 2000-2003
  • Professor, Fuqua School of Business, Duke University, 1993 – 2002.
  • Associate Professor, Fuqua School of Business, Duke University, 1978 – 1992.
  • Visiting Associate Professor, University of Oregon, Eugene, 1991-92.
  • Visiting Associate Professor, Graduate School of Business, University of California at Berkeley, 1984 – 85.
  • Managing Consultant, Data Resources, Inc., Lexington, Mass., 1977 – 78.
  • Assistant Professor, Graduate School of Business and Public Administration, Cornell University, 1973 – 78.
  • Consultant, Spindletop Research, Inc., 1969 – 70.
  • Engineer, International Business Machines, 1966 – 67.
  • Engineer, General Electric Company, 1962 – 66.

Academic Administrative Positions

  • Founder and Director, Center for Entrepreneurship and New Technology, 1999 – 2000.
  • Co-Director, Center for Customer Relationship Management, 1998.
  • Co-Director, Center for Innovations in Global Business Education, 1997 – 1999.
  • Founder and Director, Marketing Workbench Laboratory, 1986 – 93.
  • Marketing Area Coordinator, 1979 – 82; 1983 – 84; 1992-93.
  • Founder of Computer Education Center and Director of Academic Computing, Fuqua School of Business, 1982 – 84.


Paper Publications

  • “Electronically Connecting Retailers and Customers: Interim Summary of an Expert Roundtable,” in Electronic Marketing and the Consumer, Robert A. Peterson (Ed.), Sage Publications, 1997
  • “Generating, Managing, and Communicating Insights,” in The Marketing Revolution, Blattberg, Glazer, and Little (Eds.), Harvard Business School Press, 1994.
  • “Confidence Intervals for the Total Advertising Impact and its Mean Duration Under Koyck Models,” with Richard Morey, Journal of the Academy of Marketing Science, Fall 1991.
  • “Expert Systems in Marketing: An Editorial,” International Journal of Research in Marketing: Special Issue on Expert Systems in Marketing, 8 (1991), 1-3.
  • “The Brand Manager’s Assistant: A Knowledge-based System Approach to Brand Management,” with William Lahti and Justin Hill, International Journal of Research in Marketing, 8 (1991), 51-73.
  • Databases and Knowledge Systems in Merchandising, with John Gallagher, New York: Van Nostrand Reinhold, 1991.
  • “Knowledge Systems in Merchandising: Advertising Design,” with Ali Tadlaoui and John Gallagher, Journal of Retailing, 66, 2 (Fall 1990), 257-77.
  • Expert Systems for Scanner Data Environments: The Marketing Workbench Laboratory Experience, with John Gallagher, Boston: Kluwer Academic Publishing, 1990.
  • “Reply to ‘When Does Lag Structure Really Matter … Indeed?'”, with Wesley Magat and Richard Morey, Management Science, 34, 7 (July 1988), 917-18.
  • “When Does Lag Structure Really Matter in Optimizing Advertising Expenditures,” with Wesley Magat and Richard Morey, Management Science, 32, 2 (February 1986), 182-93.
  • The Marketing Workbench, Homewood, IL: Dow-Jones-Irwin, 1986.
  • “Forecasting the Impact of Socioeconomic and Demographic Change on Product Demand,” with David Reibstein, Journal of Marketing Research, 22, (November 1985), 415-23.
  • “Armed Services Recruiting Research: Issues, Findings and Needs,” with Richard Morey, Naval Research Logistics Quarterly, 30, 4 (December 1983), 697-719.
  • “Estimating the Confidence Interval for the Optimal Marketing Mix: An Application to Lead Generation,” with Richard Morey, Marketing Science, 2, 2 (Spring 1983), 193-202.
  • “The Impact of Inferential Beliefs On Product Evaluations,” with Joel Huber, Journal of Marketing Research, 19, (August 1982), 324-33.
  • “Product Portfolio Models,” with Joel Huber, The Incorporation of Corporate Planning Models and Economics into Corporate Strategy, Thomas Naylor (ed.), North Holland, 1981.
  • “Incorporating Marketing into Corporate Planning Models,” with David Reibstein, Simulation in Business Planning and Decision Making, Thomas Naylor (ed.), Society for Computer Simulation, 1981.
  • “Consumers Without a Direct Economic Incentive to Conserve Energy,” with C. Samuel Craig, Journal of Environmental Systems, 10, 2 (1980-81), 157-64.
  • “Evaluating and Improving Resource Allocation for Navy Recruiting,” with Richard Morey, Management Science, 26, 12 (December 1980), 1198-210.
  • “A Regression Model for Market Segmentation Studies,” with Albert Wildt, Journal of Marketing Research, 17, (August 1980), 335-40.
  • “On the Form of the Lagged Effect of Advertising,” with Edward Ojdana, Jr., Marketing in the 80’s, R. Bagozzi, et. al. (eds.) American Marketing Association, August 1980.
  • “Advertising Lag Effects in the Brewing Industry,” with Edward Ojdana, Jr., Proceedings of the ORSA/TIMS Special Interest Conference on Market Measurement and Analysis Marketing, D. Montgomery and D. Wittink (eds.) Marketing Science Institute, 1980.
  • “Projecting Served Market Growth for Strategic Planning Decisions,” with David Reibstein, Proceedings: 7th International Research Seminar in Marketing, James Carmen (ed.), Institut d’Administration des Entreprises, Universite d’Aix-Marseille, France, June 1980.
  • “Developing Strategies for Influencing Residential Consumption of Electricity,” with C. Samuel Craig, Journal of Environmental Systems, 9, 2 (1979-80), 175-87.
  • “Assessing Communication Effects on Energy Conservation,” with C. Samuel Craig, Journal of Consumer Research, 5, (September 1978), 82-8.
  • “Item Nonresponse in Mail Surveys: Extent and Correlates,” with C. Samuel Craig, Journal of Marketing Research, 15, (May 1978), 285-9.
  • “The Impact of Persuasive Communications on Energy Conservation,” with C. Samuel Craig, Energy Systems and Policy, 2, 4 (1978), 433-47.
  • “A Rejoinder to Fidler and Atkin’s Reply to McCann, Miller, and Moskowitz: Dynamic Multivariate Decision Processes Are Even More Complex Than They Seem,” with Jeffrey Miller and Herbert Moskowitz, Organizational Behavior and Human Performance, 20, (December 1977), 260-4.
  • “Communicating Energy Conservation Information to Consumers: A Field Experiment,” with C. Samuel Craig, Contemporary Marketing Thought, B. Greenberg and D. Bellenger (eds.), American Marketing Association, August 1977.
  • “Segmenting Charitable Givers: An Application of Tobit,” with C. Samuel Craig and Terry Deutscher, Contemporary Marketing Thought, B. Greenberg and D. Bellenger (eds.) American Marketing Association, August 1977, 34-8.
  • “Cumulative Advertising Effects: The Role of Serial Correlation; A Reply,” with Darral Clarke, Decision Sciences, (January 1977), 336-43.
  • “Identifying Market Segments with AID 3,” with Vithala Rao and C. Samuel Craig, Marketing: 1779-1976 and Beyond, K. Bernhardt (ed.) American Marketing Association, 1976, 393-7.
  • “Modeling and Testing Dynamic Multivariate Decision Processes,” with Jeffrey Miller and Herbert Moskowitz, Organizational Behavior and Human Performance, 14, (October 1975), 281-303.
  • “Market Segment Response to the Marketing Decision Variables,” Journal of Marketing Research, 11, (November 1974), 399-412.
  • “A Comparison of Methods of Pooling Time-Series and Cross-Section Data,” in New Marketing for Social & Economic Progress and Marketing’s Contributions to the Firm & to the Society, Ronald C. Curham (ed.), American Marketing Association, 1974, 167-71.
  • “Measuring the Cumulative Effects of Advertising: A Reappraisal,” with Darral Clarke, in Increasing Marketing Productivity and Conceptual and Methodological Foundations in Marketing, Thomas V. Geer (ed.), American Marketing Association, 1973, 135-39.
  • “Halo Effects in Brand Belief Measurement: Implications for Attitude Model Development,” with William Wilkie and David Reibstein, in Advances in Consumer Research, Volume 1, Scott Ward and Peter Wright (eds.), Association for Consumer Research, 1973, 281-90.
  • “An Experimental Investigation of ‘Attribute Importance,'” with Dan Schendel, William Wilkie, Proceedings of the 2nd Annual Conference, Association for Consumer Research, 1971, 404-16.

World Wide Web Publications

Business Education in Cyberspace

Marketing and Cyberspace Essays and Papers

Consumer Package Goods Marketing Essays and Papers

Marketing Information Management

Slide Presentations Available for Downloading

Unpublished Manuscripts

  • Insight Generation and Management: A New Approach to Marketing Systems, with John Gallagher, William Lahti and Justin Hill.
  • “The Application of Marketing Experiences via Case-based Reasoning,” with Justin Hill.
  • Marketing Insight Hyperbook
  • “Radiator Study,” R62FPD389, Spacecraft Department, Flight Propulsion Division, General Electric, Cincinnati, OH, December 3, 1962
  • “Expected Operation of Two-Stage Potassium Turbine Seal in Liquid Metal Tests,” DM63-181, Space Power and Propulsion Section, Re-Entry Systems Department, General Electric Company, Cincinnati, OH, July 24, 1963

Work in Process

  • Entrepreneurial Envisioning in the Digital Age




  • Corporate Models and Forecasting
  • Econometrics
  • Statistical Analysis for Management

Information and Knowledge Systems

  • Management Information and Control Systems
  • Marketing Management Information Systems
  • Expert Systems for Management
  • Expert Systems in Marketing
  • The Marketing Workbench
  • Intelligent Documents

Globalization and Technology

  • Technology, Globalization and Competition


  • American Marketing Association
  • The Institute of Management Sciences


  • Chairman, Provost’s Taskforce on Networking, 1988.
  • Computing at Duke Committee, 1989.
  • PhD Program Committee, Fuqua School of Business, 1987-89.
  • Duke University Library Council, 1991-1993.
  • Duke University Academic Council, 1991-1994.
  • Duke University Vice Provost for Information Technology Search Committee, 1993-94.
  • Chairman, FSB Information Technology/Distance Learning Committee, 1993-94.
  • FSB Global Executive MBA Program Design Committee, 1994-95.
  • Chairman, FSB Curriculum Committee, 1995-1996.
  • Duke University University Librarian Search Committee, 1995-1996.
  • Duke University Institutional Data Committee, 1995-1996.
  • Faculty Technology Committee, 1996 – present (Chairman 1996 – 1997).
  • Duke University Information Technology Advisory Committee, 1996 – 1999.
  • Duke University Executive Vice President Review Committee, 1998 – 1999.


  • $5,000 grant from Olympia Brewing Company for research on consumer belief structure and inferencing (1980)
  • $250,000 plus $1,500,000 equipment grant as part of joint study contract with IBM (1982 – 84).
  • $30,000 grant from IBM for the study of computer use by managers in the consumer packaged goods industry (1984 – 85).
  • $300,000 from 16 firms for Marketing Workbench Laboratory (1986 – 1987).
  • $700,000 equipment grant as part of joint study contract with IBM (1986 – 1987).
  • $675,000 from 27 firms for Marketing Workbench Laboratory (1987 – 1988).
  • $1,500,000 equipment grant as part of joint study contract with IBM (1987 – 1988.
  • $500,000 from 19 firms for Marketing Workbench Laboratory (1988 – 89).
  • $275,000 from 11 firms for Marketing Workbench Laboratory (1989 – 90).
  • $670,000 equipment grant as part of joint study contract with IBM (1991 – 94).


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