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 Dana  Lascu
Dana Lascu
Professor of Marketing
Grants and Fellowships

Fulbright Specialist, Ider University, Ulan Bator, Mongolia, March 2013

Fulbright Distinguished Chair in International Business and Professor of Marketing, Johannes Kepler University of Linz, Austria, March-June, 2006


Honorary Doctorate, Marketing, Ider University, Mongolia, 2013

Global Excellence Award, Global Business and Technology Association International Conference

Fulbright Distinguished Chair, Fulbright, Johannes Kepler University of Linz, Austria.

Global Excellence Award, Global Business and Technology Association International Conference

Outstanding Service Award, Society for Marketing Advances

Distinguished Educator, University of Richmond

Outstanding Faculty Award, State Council for Higher Education of Virginia

Institutional Service

Tenure and Promotion Committee (2002-2009, 2014-Present)

Department Chair (2002-2012; 2013-2014)

Community Service
Selected Publications

D. Lascu and G. Hiller, International Marketing, sixth edition, Textbook Media, 2019; 575 pages.

K. Clow and D. Lascu, Marketing: Essentials, sixth edition, Textbook Media, 2018; 503 pages.


L. Manrai, D. Lascu, and A. Manrai, “A Study of Safari Tourism in Sub-Saharan Africa: An Empirical Test of Tourism A-B-C (T-ABC) Model,” Journal of Business Research, 2019, forthcoming.

P. Kotler, L. Manrai, D. Lascu, and A. Manrai, “Influence of Country and Company Characteristics on International Business Decisions: A Review, Conceptual Model, and Propositions,” International Business Review, 2019, forthcoming.

L. Manrai, A. Manrai, D. Lascu, and S. Friedeborn, “Determinants and Effects of Cultural Context: A Review, Conceptual Model, and Propositions,” Journal of Global Marketing, 2018, forthcoming.

Nijjer, S. Raj, D. Lascu, and V. Ongsakul, “Individual Differences and Turnover Intentions: Perspectives from the Indian IT Industry,” Journal of Global Business Advancement, 2019, forthcoming.

D. Lascu, L. Manrai, A. Manrai, and Allison Gan, “A Cluster Analysis of Tourist Attractions in Spain:  Natural and Cultural Traits and Implications for Global Tourism,” European Journal of Management and Business Economics, 2018, Vol. 27, No. 3, pp. 218-230.

L. Pizzagalli, A. Sharma, and D. Lascu, “Marketing at the Bottom of the Pyramid: Serving, and in the Service of Low-Income Consumers,” Innovative Marketing, Vol. 14, No. 2, 2018, pp. 35-40.

D. Lascu, D. Dickerson, B. Jamiyansuren, and O. Yadamsuren, “Adapting Marketing Strategies in Emerging Markets: Perspectives from Kazakhstan and Mongolia,” Journal for Global Business Advancement, Vol. 10, No. 5, 2017, pp. 546-566.

Lascu, M. Marcheva, and K. Thieringer, “Magazine Online Advertising in France and the United States,” Journal of Fashion Marketing and Management, Vol. 20, No. 1, 2016, pp. 120-135.

Lascu, C. Cotter, M. Sato, and T. Wing, “Indicators of Product Quality: Faith Labels as Branding Tools,” Innovative Marketing, Vol. 12, No. 2, 2016, pp. 29-32.

L. Manrai, A. Manrai, D. Lascu, and D. Dickerson, “Retail Developments in Poland, Kazakhstan, and Ukraine: A Comparative Analysis,” International Journal of Business and Economics, Vol. 14, No. 1, 2015, pp. 63-77.

D. Lascu, “Marketing to the Subsistence Consumer: A Comparative Analysis,” Innovative Marketing, Vol. 10 (3), 2014, pp. 37-41.

D. Lascu and K. Clow, Website Interaction Satisfaction: A Reassessment, Interacting with Computers, Vol. 25 (4), 2013, pp. 307-311.

S. Kessler, J. Hernik, and D. Lascu, The Genesis of Robitussin's 'Ask Your Doctor' Campaign - The Prevalent Theme of Pharmaceutical Advertising for Four Decades, Innovative Marketing, Vol. 9 (2), 2013, pp. 68-75.

D. Lascu, A. Manrai, L. Manrai, and F. Brookman-Amissah, Online Marketing of Food Products to Children: The Effects of National Consumer Policies in High-Income Countries, Young Consumers, Vol. 14 (1), 2013, pp. 19-40.

L. Manrai, A. Manrai, and D. Lascu, “Retailing in the Transition Economies of Poland and Romania: A Comparative Analysis” Journal of Marketing Channels, Vol. 19 (4), 2012, pp. 272-294. 

B. Jamiyansuren and D. Lascu, Consumer Aspirations and Intentions: An Evaluation of Housing Products and Services in Mongolia, Innovative Marketing, Vol. 8 (4), 2012, pp. 35-45.

J. Hernik and D. Lascu, Small and Medium Enterprises - Service Pricing Strategies in an Economic Crisis Environment, Folia Oeconomica, 298 (69), 2012, pp. 29-38.

Joanna Hernik, Dana N. Lascu, An Analysis of Social Campaigns Aimed at Reducing Alcohol Consumption: The Case of Poland, Equilibrium, 2012

Dana N. Lascu, Evelyn Soto Amesquita, Branding the Controversial: Challenges in Destination Branding, Innovative Marketing, 2011, 23-29

Dana N. Lascu, Ajay Manrai, Lalita Manrai, Zeynep Bilgin, Gerhard Wuehrer, A Comparative Study of the Degree, Dimensionality, and Design of Consumer Ethnocentrism in Austria, Poland, Turkey, and USA, Journal of Euromarketing, 2010, 227-246

Joanna Hernik, Dana N. Lascu, Post-Communist Country Branding: The Case of Poland, The Central European Journal of Regional Development and Tourism, 2010, 54-70

Lance E. Brouthers, Dana N. Lascu, Steve Werner, Competitive Irrationality in Transitional Economies: Are Communist Managers More Rational?, Journal of Business Ethics, 2008, 397-408

Dana N. Lascu, Kenneth Clow, Web Site Interaction Satisfaction: Scale Development Considerations, Journal of Internet Commerce, 2008, 359-378

B.A., University of Arizona 1983
M.I.M., Thunderbird School of Global Management 1985
Ph.D., University of South Carolina 1991
Contact Information
374 Queally
(804) 289-8586
(804) 289-8878 (Fax)
Areas of Expertise
Marketing Research
International Marketing