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Pepperdine | Graziadio Business School
Doreen Shanahan Lecturer of Marketing; Director of the E2B Program

Doreen Shanahan, PhD

Assistant Professor of Marketing
Graziadio Business School


Dr. Shanahan is an assistant professor of marketing at Pepperdine University’s Graziadio School of Business. Her research focuses on technology adoption and use from both the consumer and firm perspectives. An impassioned educator, she is an award winning teacher who emphasizes applied and experiential learning. She is responsible for creating, developing, and successfully launching the Graziadio Business School’s E2B program. This structured program provides students the opportunity to gain real world business experience as they work in competing "consulting" teams to resolve current business problems for partnering companies as class case projects. She has developed and written over three hundred (E2B) cases with multi-national, national, and regional organizations, as well as, small businesses tackling challenging business issues across a range of industries; companies such as, Microsoft, Dell Technologies, Baxter, Warner Bros., BT/Infonet, Flour, Raytheon, The Coca-Cola Company, Dean Foods, Johnson & Johnson, The Walt Disney Company, Experian, Porter Novelli, MGM, Cisco, Sony, and Volvo.

Prior to pursuing a career in academia, she worked in the consumer package goods, publishing and advertising industries. As a 20+ year practitioner and former Vice President with The Coca-Cola Company, she held a variety of escalating positions with strategic, customer, and marketing management responsibility. She is one of 35 executives profiled in “What's your BQTM: 35 companies with remarkable brand QuotientTM and what you can learn from them” (Sellani, 2007).

Her current speaking and consulting efforts are focused on developing and harnessing an organization's orientation toward marketing to lead growth and innovation. Her current research interests include: innovation, technology adoption and diffusion, technology intermediated markets, social networks, and experiential learning.


  • PhD, Pepperdine University
  • MBA, Pepperdine University
  • BA, Rowan University



Journal Publications

  • Babić Rosario, A., Russell, C. A, Shanahan, D. E. (2022). Paradoxes of social support in virtual support communities: A mixed-method inquiry of the social dynamics in health and wellness Facebook groups. Journal of Interactive Marketing. *MSI reports: working papers series (Nov. 5, 2021)
  • Shanahan, D. E., Palmer, L. H., & Salas, J. (2021). Achieving scaled and sustained use of client-based projects in business school marketing education:  A proposed suprastructure. Journal of Marketing Education, 43(1). doi: 10.177/0273475319881179. *2021 Honorable Mention for Outstanding JME Article of the Year
  • Shanahan, D. E., Baker, J. R. Rapier, S. M., & Dodd, N. E. (2020). Too big to care: Promoting ethics when ethics are not profitable. The Journal of Business Ethics Education, 17, 221-236
  • Salas, J., Shanahan, D. E., & Gonzalez, G. (2019). Strategies for managing in the age of boycotts. Graziadio Business Review, 22(3). 
  • Rapier, S. M., Shanahan, D. E., Dodd, N. E., & Baker, J. R. (2018). The unmaking of Video Symphony: Personal ethics, business decisions, and management practices. The Case Journal, 14(5).
  • Shanahan, D. E., Phillips, M. E., Scott, A. D., Rossy, G., & Dodd, N. E. (2017). Skateistan. Case Research Journal, 37(2). *Republished by Harvard Business School Publishing, Ivey Publishing, and Case Centre. *Best Sports Case Award, Western Casewriters Annual Conference, Journal of Sport Management, 2014

Other Publications

  • Biseda, M. A & Shanahan, D. E.  (2019) Baseballism: Is Japan a good play? Thousand Oaks, CA: Sage Publications. doi:10.4135/9781526450029
  • Shanahan, D. E., DeFranco, J. A., Dodd, N. E., Ushana, D., and Mikolajczak, M. D. (2018). Crossing the line. Thousand Oaks, CA: Sage Publications. doi:10.4135/9781526440693
  • Shanahan, D. E. & Biseda, M. A. (2016). iZZi Gadgets: Sizing up the market opportunity. Thousand Oaks, CA: Sage Publications. doi:10.4135/9781473975156.
  • Palmer, L. H., Shanahan, D. E., & Rapier, S. M. (2016). Review Inc: Success through segmentation. Thousand Oaks, CA: Sage Publications. doi:10.4135/9781473972575.
  • Granados, N. F. & Shanahan, D. E. (2016). Acacia: Finding a cure for information silos disorder. Thousand Oaks, CA: Sage Publications. doi:10.4135/9781473972551.
  • Griffy-Brown, C. C. & Shanahan, D. E. (2016). Hardy Process Solutions: Lots of data, little insight. Thousand Oaks, CA: Sage Publications. doi:10.4135/9781473972568.
  • Rapier, S. M. & Shanahan, D. E. (2016). Just Food for Dogs - The world’s first dog food kitchen. Thousand Oaks, CA: Sage Publications. doi:10.4135/9781473972582.
  • Simon, A., & Shanahan, D. E. (2016). Andry Specialty Vehicles: Fuel for growth. Thousand Oaks, CA: Sage Publications. doi:10.4135/9781473996748.
  • Shanahan, D. E. & Rapier, S. M. (2016). Vanderwood Meadows Farms: Sustainable growth. Thousand Oaks, CA: Sage Publications. doi:10.4135/9781526409652.


  • Honorable Mention for Outstanding 2021 Journal of Marketing Education Article of the Year, with Palmer & Salas, “Achieving scaled and sustained use of client-based projects in business school marketing education:  A proposed suprastructure”
  • Howard A. White Teaching Excellence Award, 2016. 
    • The Howard A. White Award for Teaching Excellence recognizes those full-time faculty members who are truly great teachers, those who embody the University's commitment to excellence.
  • Best Sports Case Award, Journal of Sport Management at 2014 Western Casewriters Annual Conference, with Phillips, Scott, Rossy & Dodd, “Skateistan” 
  • George Award for Teaching Excellence, 2012. 
    • The George Award honors yearly the finest member of the Faculty at The Graziadio Business School. Recipients exemplify integrity, stewardship, courage, and compassion, while enriching the ever-changing business world through their superior skills and entrepreneurial spirit. Presented to a faculty member whose commitment to teaching personifies personal leadership, excellence, and generosity of spirit.
  • Top 10 College Courses That Will Pay Off at Work, U.S. News & World Report, 2010
  • Pepperdine University, Graziadio Business School, Outstanding Faculty Award, 2008


Referred Conference Presentation

  • “Living in a (Less?) Material World: New Perspectives on Materiality in Consumer Research: Exploring Consumers’ Need To Own,” Consumer Culture Theory 2022 Conference, July 2022 (forthcoming) (with Joy L. Shields, Richard Chau and Cristel A. Russell) 
  • “Exploring Consumers’ Need To Own,” INFORMS Society for Marketing Science, Virtual, June, 2022 (forthcoming) (with Richard Chau, Joy L. Shields and Cristel A. Russell) 
  • “Extraversion, Technology Proclivity, and Participation in Technology-Mediated, Sharing Economy Markets,” Academy of Marketing Science Conference, Monterey, CA, May, 2022 (forthcoming) (with Cristel A. Russell and Nelson F. Granados)
  • “Ambivalent Social Processes in Virtual Support Communities: A Mixed-Method Inquiry of Facebook Groups,” Association of Consumer Research Conference, Virtual, October, 2021 (with Ana Babic-Rosario and Cristel A. Russell)
  • “The Good, the Bad, and the Ugly: Social Dynamics in Virtual Support Communities,” INFORMS Marketing Science Conference, Virtual, June, 2021 (with Ana Babic-Rosario and Cristel A. Russell)
  • “Unanticipated consequences of virtual support communities: A multimethod study of social diagnoses and social anxieties,” Internet Marketing Research Conference, Virtual, October, 2020 (with Ana Babic-Rosario and Cristel A. Russell)
  • “The phenomenon of social change: A unified framework for evaluation,” 4th Annual International Panel on Small Societies-Small Business-Small Cities & Villages, Athens Institute for Education and Research, Athens, Greece, July, 2017 (with Nancy E. Dodd)
  • “Skateistan,” Western Casewriters Annual Conference, Napa, CA, March, 2014 (with Margaret E. Phillips, Gerard L. Rossy, Nancy E. Dodd, and Andrea Scott) 
  • “Team-based experiential learning: Insights and lessons learned from 100 corporate projects at Pepperdine University,” Marketing Educators Association Conference, Newport Beach, CA, April, 2009 (with Andrea Scott) 
  • “Team-based experiential learning: Insights and lessons learned from 150 corporate projects at Northern Illinois University and Pepperdine University,” AACSB Associate Deans and Innovative Programs Conference, Glendale, AZ, November, 2008 (with John G. Mooney)
  • “Experiential learning within part-time MBA Programs: Best practices and lessons learned,” 15th Annual PT MBA Conference 2008, Malibu, CA, October, 2008
  • “Education-to-business: Real-world experiential learning,” Western Region Organizational Behavior Teaching Conference, Malibu, CA, February, 2004 (with Arnold Ng)

Invited Webinars, Workshops & Presentation

  • “Customer Markets and Market Positioning.” [workshop] Shougang Group Co., Ltd., Pepperdine Graziadio Business School Executive Leadership Training, Malibu, CA, January, 2019
  • “Why do some innovations spread and others do not?” [webinar] Making Waves Webinar Series - Thought Leadership, Pepperdine Graziadio Business School, February, 2019 
  • “Three mental process for building your career in marketing.” [webinar] American Marketing Association, November, 2016
  • “Pre-MBA Workshop: Concepts in Marketing.” [workshop] Pepperdine Graziadio Business School, Malibu, CA, April, 2012
  • “Balance and boundaries: A conversation with women in the workplace.” [webinar] Gallup, July, 2019
  • “Defining your strategic sweet spot.” [presentation] Precision Machined Products Association Management Update Conference, San Diego, CA, March, 2018
  • “Defining your strategic sweet spot.” [presentation] MXN Sales and Marketing Symposium, Long Beach, CA, April, 2017
  • “Leading and managing marketing in a precast firm.” [workshop] National Precast Concrete Association, Houston, TX, February, 2014
  • “E2B live business case studies.” [presentation] National Association of Women Business Owners, Ventura County, CA, October, 2011
  • “Leading marketing.” [workshop] NPCA Annual Conference, Hilton Head, SC, September, 2009
  • “7 Steps to defining your competitive advantage,” Minority Business Development Council [webcast], July, 2009
  • “Marketing ... magic.” [workshop] Entrepreneurial Energy: YPO Youth Programs, Malibu, CA, July, 2007
  • “Opportunity-based strategic planning.” [presentation] Target Specialty Products Conference, November, 2004
  • “Leading Growth.” [presentation] Raytheon ITSS Manager Symposium, Pasadena, CA, May, 2004


Supported Grants, Gifts & Licensing

  • Dodd, N. E. (Co-Principal), Shanahan, D. E. (Co-Principal), Rapier, S. M. (Co-Principal), & Baker, J. R. (Co-Principal). Case Studies in Ethical Dilemmas. Pepperdine University Cross-School Collaboration Research grant. (2016–2019, $40,000).
  • Shanahan, D. E. (Co-Principal) & Dodd, N. E. (Co-Principal), "Business Case Studies," Licensing Agreement (publishing contract) with SAGE Publications Ltd., London. (2015–2018).
  • Shanahan, D. E., "Experiential Learning - E2B Program," Grants and Gifts to sponsor program development, research and expansion. (2003–2018, over $822,000).

Areas of Expertise

  • High Technology Entrepreneurship
  • Consumer Behavior
  • Global Markets


  • Innovation
  • Diffusion
  • Adoption
  • Culture
  • Markets
  • Global Change
  • Experiential Learning