Harold Babb
Professor of Marketing
Dr. Harold w. Babb is currently a Professor of Marketing in the Robins School of Business at the University of Richmond. He is a 1970 graduate of Chowan University with an A.S. in Accounting. He continued his education receiving a B.S. in Accounting from the University of Richmond, an M.S. in Marketing and Finance from Virginia Commonwealth University, and a Ph.D. in Marketing from Virginia Polytechnic Institute and State University (VPI). Dr. Babb has taught both undergraduate and graduate courses during his career at Richmond, while serving as Department Chair for 18 years. He was a Fulbright-Hayes Scholar to South Korea and the Republic of China, the recipient of the F. Carlyle Tiller Distinguished Professor of Business Chair, received the University Distinguished Teaching Award, and was recently inducted into the University of Richmond Athletic Hall of Fame. In addition to his academic career, Dr. Babb is an entrepreneur having founded businesses in the health care, investment banking, student financial services, and renewable energy industries. Dr. Babb currently serves on the National Executive Board for Lead Like Jesus, is Chairman of the Board for the Central Virginia Salvation Army, and is an Elder in his local church, in addition to other civic and professional work. Dr. Babb is married to June Slater Babb. They are the proud parents of two children and three grandchildren. His interests include family, international travel, sports of all kind, and building businesses.

Fulbright-Hayes Scholar to South Korea and The Republic of China - 1988

F. Carlyle Tiller Distinguished Professor of Business Administration - 1986-1992

University of Richmond Distinguished Teaching Award Athletics Hall of Fame - University of Richmond

Omicron Delta Kappa Leadership Society Beta Gamma Sigma - National Business Honorary 

Institutional Service

University Self Study Steering Committee

University Trustee Development and Relations Committee

University Provost Screening Committee University

N.C.A.A. Faculty Representative

SACS - Steering Committee Academic Council - Robins School of Business

Long Range Planning Committee-Chairman - Robins School of Business Robins School of Business

Dean Search Committee

Strategic Planning - Robins School of Business 

Selected Publications

"Sustainability: Indecision Brings Imbalance," Academy of Business Research, Spring Conference 2012, March 2012 (New Orleans, LA), co-authored with T. Arnold and A. G. McDermid

"A Cross-Cultural Comparison of Style in Eastern European Emerging Markets," International Marketing Review, Vol. 18, No. 3, 2001, pp. 270-285 with L. Manrai, D. Lascu, A. Manrai.

"Guerrilla Marketing: Using Lessons from Western Firms in Developing Countries," World Business. Also presented at the Eighth Annual World Business Congress, July 1999, Monterey, CA, with M. Babb and B. Venuti (University of Richmond Students).

"Western and Own-Country Product and Service Evaluations: Perspectives from Eastern Europe," Journal of East-West Business, Vol. 4, No. 4, co-authored with Lascu and Bodine, 1998.

"Gender and Investment: The Influence of Gender on Investment Preferences and Practices," Managerial Finance, Vol. 23, No. 10, 1997, co-authored with Lascu and Phillips, pp. 69-83.

"Consumer Ethnocentrism: Construct Behavior in Cross-Cultural Applications," International Management Development Association: The Structure and Process of Globalization in Business and Education, pp. 202-205, November 1995, co-authored with Lascu, Manrai, and Manrai, (Orlando, Florida).

"Attitudes Toward Western Market Entry in Opening Economics," International Management Development Association: The Structure and Process of Globalization in Business and Education, p. 238, November 1995, co-authored with Lascu, (Orlando, Florida) .

"Accelerated Change In the Pacific Rim: Threat or Opportunity." Developments in Marketing Science XII. Paper also presented, annual meeting of the Academy of Marketing Science, co-authored with DeRiemer and Sheridan, 1989 (Orlando, Florida).

"Marketing of Higher Education - Myth or Reality," Academy of Marketing Science, Vol. IX, May 1986.

"Pendulum Evolution Theory of Multi-National Marketing," presented at the World Marketing Conference, Halifax, Nova Scotia, November 1983, and published in Managing the International Marketing Function, Vol. 1, 1984.

"The Relative Importance of Physical Versus Service Attributes With Respect to Small Business Vendor Selection," Developments in Marketing Science, Vol. 6, co-authored with Ashworth, Spring 1983.

"Prizm: Geodemographic Market Research and Planning System for Estimating Relative Sales Potential," Academy of Marketing Science, Vol. 5, co-authored with Wynne, Spring 1982.

"Applications of Behavior Modification in Organizations: A Review and Critique," The Management Review, Vol. 3, No. 2, co-authored with Kopp, (April 1978), pp. 281-292. 

Ph.D., Virginia Polytechnic Institute & State University
M.S., Virginia Commonwealth University
B.S., University of Richmond
Contact Information
229 RSB
(804) 289-8583
(804) 289-8878 (Fax)
Areas of Expertise
Consumer Behavior
International Marketing
Marketing Principles
Strategic Marketing