Dr. Alex Mitchell is an assistant professor of marketing in the International Business and Marketing department at Cal Poly Pomona. He researches and teaches in the areas of marketing strategy, branding, marketer-consumer dynamics, and qualitative methods. His published work has appeared in the Journal of Social Marketing, Consumption, Markets & Culture, as well as the Wiley-Blackwell Encyclopedia of Sociology. His ongoing research has been presented at the annual conferences of the Association for Consumer Research, the American Marketing Association, the Consumer Culture Theory Consortium, and the Academy of Marketing Science. Prior to academia Dr. Mitchell worked in the software industry for fourteen years in technical marketing and user community leadership roles. Dr. Mitchell received his Ph.D in marketing from the Smith School of Business at Queen's University in Canada.
Research Interests Brands and Branding; Consumer Culture; Institutions, Entrepreneurship, and Social Change; Meso-level Theory
Teaching Interests Marketing Strategy; Consumer Behavior; Qualitative Marketing Research; Entrepreneurship and Social Innovation
Select Grants, Scholarships, and Awards
2017 Invited Emerging Scholar, Consumers and Consumption Symposium at Yale 2016 Doctoral Fellow, AMA Sheth Doctoral Consortium at Notre Dame 2015–’16 Social Sciences and Humanities Research Council of Canada (SSHRC) Doctoral Scholarship
