Dave Gilliland is a Senior Lecturer who is also affiliated with Colorado State University, Fort Collins, Colorado. Dave's research interests focus on governance and control characteristics of inter-organizational exchange, including channels of distribution, business-to-business, and regulatory relationships. More specifically, he studies how suppliers craft incentive contracts and resellers’ response, both positive and negative, to incentive offers.
His research on these and other topics such as electronic commerce and loyalty has appeared in the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Public Policy and Marketing, Industrial Marketing Management, and others. Dave has focused much of his work on the information technology industry, where he served on the 2004 Information Technology Economic Roundtable and has written guest editorials for Computer Reseller News. Before completing his doctoral work at Georgia State University, Dave spent over ten years working in industry in marketing, advertising, and marketing research.