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Headshot photo of Efua Obeng, Ph.D.

Efua Obeng (She/Her/Her's)

Associate Professor

  • Marketing
  • School of Business


The retail industry is changing at supersonic speeds making it difficult for companies to survive let alone thrive. These changes (and others) provide a ripe context for researchers to study business phenomena. While some retailers are struggling to keep up others are rapidly innovating and in doing so spearheading many of these changes. With this in mind, my research identifies theoretically driven, managerially relevant practices retailers can use to achieve competitive differentiation, build and sustain relationships with customers, and maintain healthy profits in this new business environment.Areas of expertise

  • Marketing
  • Retailing
  • Marketing Management
  • Capabilities
  • Prosocial consumer behavior


  • BS, Business Administration, The University of North Carolina at Chapel Hill: Chapel Hill, NC
  • MA, Liberal Studies, Duke University: Durham, NC
  • Ph.D., Business Administration (Marketing Concentration), The University of Pittsburgh: Pittsburgh, PA

Courses Taught

  • Principles of Marketing
  • Retail Management
  • Sports Marketing
  • Marketing Management

Selected Research

  • "Survival of The Fittest: How Competitive Service Overlap and Retail Format Impact Incumbents'┬áVulnerability To New Entrants"
  • "Retail Capability Systems"
  • "Paying It Forward: The Reciprocal Effect of Superior Service on Charity at Checkout"
  • "Bullseye: An Argument For Effectively Managing Retail Stakeholder Relationships"
  • "Joining Forces For Doing Good: Getting The International Cause-Alliance Right"