Dr. Valerie Good
 Dr. Valerie Good, Ph.D.


Associate Professor of Marketing
Seidman College of Business
Grand Valley State University
50 Front Ave SW
Grand Rapids, MI 49504

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Office: 3134 Seidman Center Building (SCB)
Office Phone: 616-331-7417
Email: goodv@gvsu.edu


Curriculum Vita

Current Bio
Dr. Valerie Good, Ph.D., is an Associate Professor of Marketing in the Seidman College of Business at Grand Valley State University, where she instructs courses on professional selling and marketing negotiations. She earned her Ph.D. in Marketing at the Broad College of Business, Michigan State University, where she served as a fixed-term faculty member, teaching classes in consultative selling. Her research interests can be classified primarily as marketing strategy, specifically within the domains of personal selling and sales management, organizational front lines, corporate social responsibility, and marketing strategy implementation.

Dr. Good is a published researcher with an active pipeline. She earned the Distinguished Early Career Scholar Award from Grand Valley State University in 2023. Her dissertation also was distinguished as the top in the field of sales, earning her the American Marketing Association Sales SIG Dissertation Award in 2020. She has received additional awards for research excellence, including the 2019 Taylor Research Award from Michigan State University, among others. Her research has been published in Harvard Business Review, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Service Research, Journal of Business Research, Industrial Marketing Management, Journal of Business Ethics, European Journal of Marketing, Journal of Personal Selling & Sales Management, and Marketing Letters, among others. She also has several additional papers currently under advanced review in top-tier marketing journals. She is dedicated to research with practical impact, and media mentions of her research include Harvard Business Review, Forbes, Thrive Global, Selling With Noble Purpose, the Conversation, EconoTimes, the National Interest, Broad College of Business News, the Sales Scholar Podcasts, as well as additional newspaper and radio outlets.

Dr. Good presently serves as Managing Editor for the Journal of Personal Selling and Sales Management and is on the Editorial Review Board for Journal of Business Research and the Journal of Personal Selling and Sales Management. She also has a wealth of both industry and higher-level teaching experience. She has consistently received student evaluations above the university and business college means as well as positive peer reviews. Moreover, Dr. Good has received multiple awards for teaching excellence and has coached sales students to individual and team success at the national level. Her teaching philosophy is founded on the golden rule of "treating others the way you want to be  treated," and she tries to make her classes engaging and interactive, teaching practical principles and application for professional and personal growth.

List of Select Publications (by year)

Wang, Hao, Valerie Good, Juno Lim, and Ming-Huei Hsieh (2024), “Sell On, Sell To, or Sell Through: The Sales Performance Implications of Brand-Platform Selling Arrangements,” Journal of Retailing, forthcoming.

ABDC Classification: A* (Elite)

Fehl, Amy, Todd Arnold, and Valerie Good (2024), “How B2B seller firms can leverage the power of brands with end users,” Journal of Business Research, forthcoming.

~This research was supported by MSI Grant #4000127

ABDC Classification: A

Good, Valerie, Amy Fehl, and Stephanie M. Mangus (2024) “Lonely and Insecure: How Salesperson Well-Being Impacts Performance,” Journal of Business Research, 184, 1-16.

https://doi.org/10.1016/j.jbusres.2024.114887

~This research was supported by a grant from the Sales Education Foundation

ABDC Classification: A

Good, Valerie, and Ellen B. Pullins (2024), “The Nine Habits of Highly Effective Researchers:

Strategies for Strengthening Scholarly Submissions,” Journal of Personal Selling & Sales Management, 44(2), 1-7, https://doi.org/10.1080/08853134.2024.2324883. [Lead article]

ABDC Classification: A

Good, Valerie (2024), "Commentary: Developing a Deeper Understanding of Resilience in Service Contexts," Journal of Services Marketing, 38(4), 392-396. https://www.emerald.com/insight/content/doi/10.1108/JSM-09-2023-0348/full/html.
 ABDC Classification: A

Good, Valerie, Stephanie M. Mangus, and Ellen B. Pullins (2023), “Salesperson Rapport: A Literature Review & Research Agenda for an Evolving Digital Sales Process,” Journal of Personal Selling & Sales Management, 43(4), 245-269, https://doi.org/10.1080/08853134.2023.2236483. [Lead article]

~Finalist/Honorable Mention for the 2023 James Comer Award for the Best Contribution to Selling & Sales Management Theory

ABDC Classification: A

Good, Valerie, Amy Greiner Fehl, Alexander C. Labrecque et al. (2023), “Cultivating Resilience in Organizational Frontline Employees," Journal of Service Research,

26(3), 405–421, https://doi.org/10.1177/10946705231161778.
ABDC Classification: A* (Elite)

Fehl, Amy Greiner, Valerie Good, and Todd Arnold (2023), “Exploring the Drivers of B2B End User Engagement,” Journal of Personal Selling & Sales Management,

43(3), 159-178, https://doi.org/10.1080/08853134.2022.2120488. [Lead article]

~Finalist/Honorable Mention for the 2023 Marvin Johlson Award for the Best Contribution to Selling & Sales Management Practice

ABDC Classification: A

Good, Valerie, Douglas E. Hughes, Ahmet Kirca, and Sean McGrath (2022), “A Self-Determination Theory-Based Meta-Analysis on the Differential Effects of Intrinsic and Extrinsic Motivation on Salesperson Performance,” Journal of the Academy of Marketing Science, 50(3), 586–614҂. https://doi.org/10.1007/s11747-021-00827-6 ҂Indicates FT-50 Journal
ABDC Classification: A* (Elite)

Good, Valerie, Douglas E. Hughes, and Hao Wang (2022), “More Than Money: Establishing the Importance of a Sense of Purpose for Salespeople,” Journal of the Academy of Marketing Science, 50(2), 272-295.҂ https://doi.org/10.1007/s11747-021-00795-x ҂Indicates FT-50 Journal
ABDC Classification: A* (Elite)

 Good, Valerie, and Lisa Earle McLeod (2022), "Are Lonely Salespeople Costing You Customers," Harvard Business Review, https://hbr.org/2022/05/are-lonely-salespeople-costing-you-customers?.҂ ҂Indicates FT-50 Journal

ABDC Classification: A* (Elite)

Malshe, Avinash, Douglas E. Hughes, Valerie Good, and Scott Friend (2022), “Marketing Strategy Implementation Impediments and Remedies: A Multi-Level Theoretical Framework within the Sales-Marketing Interface,” International Journal of Research in Marketing, 39(3), 824-846, https://doi.org/10.1016/j.ijresmar.2021.10.002.
ABDC Classification: A* (Elite)

Dishop, Christopher, and Valerie Good (2022), “A Dynamic System of Job Performance with Goals and Leadership Changes as Shocks,” Journal of Business Research, 139, 602-613. https://doi.org/10.1016/j.jbusres.2021.10.018
ABDC Classification: A

Good, Valerie, Ellen Pullins and Maria Rouziou (2022), “Persisting Changes in Sales Due to Global Pandemic Challenges," Journal of Personal Selling & Sales Management, 42(4), 317-323. https://doi.org/10.1080/08853134.2022.2132399 ~Runner Up for the 2022 USCA Award for the Best Conceptual Contribution to JPSSM
ABDC Classification: A

Good, Valerie (2022), “Even as Companies Struggle, They Should Not Give Up on Doing Good,” Seidman Business Review, 28(1), 10, https://scholarworks.gvsu.edu/cgi/viewcontent.cgi?article=1271&context=sbr

Bhattacharya, Abhi, Valerie Good, Hanieh Sardashti and John Peloza (2021), “Beyond Warm Glow: The Risk-Mitigating Effect of Corporate Social Responsibility (CSR),” Journal of Business Ethics, 171(2), 317-336.҂ https://doi.org/10.1007/s10551-020-04445-0 ҂ Indicates FT-50 Journal
ABDC Classification: A

Good, Valerie, Douglas E. Hughes, and Alexander C. Labrecque (2021). “Understanding and Motivating Salesperson Resilience,” Marketing Letters, 32(1), 33–45. https://doi.org/10.1007/s11002-020-09552-6
ABDC Classification: A

Bhattacharya, Abhi, Valerie Good and Hanieh Sardashti, (2020) “Doing Good When Times are Bad: The Impact of CSR on Brands During Recessions,” European Journal of Marketing,54(9), 2049-2077. https://www.emerald.com/insight/content/doi/10.1108/EJM-01-2019-0088/full/html
ABDC Classification: A

Good, Valerie and Roger J. Calantone (2019), “When to Outsource the Sales Force for New Products,” Industrial Marketing Management, 82, 106-116. https://doi.org/10.1016/j.indmarman.2019.02.010
ABDC Classification: A

Good, Valerie (2019), “Motivating Salespeople Toward Greater Productivity,” Michigan State University, ProQuest, No. 22587733, 1-149. https://search.proquest.com/docview/2293039647