Lawrence Cunningham

Lawrence Cunningham
Discipline Director of Marketing • Professor

BUSB 4301

Lawrence F. Cunningham is a professor of marketing at the University of Colorado Denver. Cunningham is the managing editor of the Journal of International Marketing Strategy. He recently completed special issues dealing with specialized global marketing topics as international entrepreneurial marketing. He also recently co-edited a special issue on luxury marketing for the Journal of International Marketing Strategy.

Cunningham has recently published articles on international luxury marketing, open source software, and has articles under review on privacy and customer satisfaction and a bibliometric and co-citation analysis on entrepreneurial marketing. His research interests include service marketing, global marketing, and entrepreneurship. He has published in numerous marketing journals and has served on editorial board including the Journal of Service Management, the Service Industries Journal, and the Journal of Business Research.

Cunningham has held a number of titles at the Business School including accenture term professor of marketing, the Joseph and Martha Davis term professor of marketing. He has also taught extensively overseas. He held the appointment of distinguished research professor and fellow at EDHEC (2003-2008), one of the leading business schools in France. Cunningham was named a Fulbright Distinguished Chair at the University of Linz in the 2006–2007 Fulbright Program.

Before pursuing his doctoral degree, Cunningham worked in the Office of the Secretary, US Department of Transportation and the Corporate Development Department of Eastern Airlines. He served in the International Planning Department of the Chase Manhattan Bank in New York and as a vice president of the Chase Manhattan Overseas Corporation in London and South Africa.


DBA and MBA, University of Tennessee

MS, Northwestern University

BS, Niagara University

Areas of expertise

International Services

Loyalty, Apology, Consumer Demotion and Customer Relationship Management

Privacy Violation in Services

Luxury Marketing

Publications and presentations

“An Exploratory Study of Conflict over Paying Debian Developers”, International Journal of Open Source Software and Processes, December 2016 (With J.H. Gerlach, C. Wu and C Young).

“Current Issues in Luxury Brand Research”, Journal of International Marketing Strategy, Vol.4, No. 1, 2016 (With Francisco Conejo).

“Service Perceptions in China,” Journal of International Marketing Strategy, Vol. 2, No. 1, 2014 (With Clifford E. Young, Hongxia Zhang, Ting Hua).

“Apology Strategies for Informal Complaints in Service Recovery and CRM Systems,” International Journal of Information Systems and Social Change, Vol. 5, No. 2, 2014. (With Deborah L. Kellogg).

“Comparing Hybrid Services in the United States and China,” International Journal of information Systems in the Services Sector, Vol. 5, No 1, 2013. (With Cliff Young and Zuohao Hu).

“Corporate Social Responsibility and Its Impact on Service Quality, Consumer Trust and Loyalty,” Journal of International Marketing Strategy, Vol. 2, No.1, 2014 (With Hae-Ryong Kim, Namin Kim, Moonkyu Lee).


The Business School Outstanding Teacher Award for Tenure Track Faculty, 2013.

Accenture Professor of Marketing (2009-2012)

Fulbright Distinguished Chair, University of Linz, Fulbright Program (spring 2007)

Distinguished Research Professor and Fellow, EDHEC (2004-2007)

Joseph and Martha Davis Professorship of Marketing (2004-2007)

Business School Nominee for the Outstanding Campus Teacher Award (2002)

Co-Recipient of the Sorenson Award for the Best Paper in The Journal of Air Transportation (2002)

Co-Recipient of the Chancellor’s Urban Lectureship Award (2000)

The Business School Outstanding Researcher Award (1995)

Selected for Distinguished Professional Fellowship by Expo Intermodal (1992)

Selected as Faculty Participant in Case Media Fellowship Program at Denver University (1992)

Nominated for Fulbright Scholarship in Belgium (1990)

Cited as Outstanding Faculty Member in the Graduate School of Business (1990)

Cited as Outstanding Researcher in the Graduate School of Business (1984)


Professor Cunningham is a member of several editorial boards. He serves as an ad hoc reviewer for numerous marketing journals and conferences, including the Journal of Marketing Science and Psychology and Marketing.