Faculty & Staff Directory

iconiconiconNameWilliam CronImageWilliam CronFirstnameWilliamLastnameCronOffice Phone(817) 257-7534
VitaeDownload Vita
Position:Deputy of Faculty ResearchDepartment:Marketing DepartmentOffice:Tandy Hall 293Professorship / Chair:J. Vaughn and Evelyne H. Wilson Professor in BusinessRole:FacultyEducation
  • BSBA Xavier University
  • MBA & DBA Indiana University
Areas of Expertise / Research
  • Channel Issues
  • Marketing Strategy - Planning for Growth & Profits
  • Sales Management Issues
  • Wholesaling Management Issues
  • Dental Industry - Equipment Sales & Distribution
  • Veterinary Industry - Companion Pets
  • Health Care Industry - Distribution and Marketing of Medical Supplies & Equipment
Work Experience
  • American Marketing Association - Board of Directors
  • AMA Foundation - President
  • Midmark Corporation - Board of Directors
  • Park Plaza Medical - Board of Directors
  • Health Industry Distributors Association - Board of Directors
  • Healthcare Education Foundation - Board of Directors
  • Procter & Gamble - Sales & Marketing
  • Dreamline Furniture Company - Sales Management
Courses Taught
  • Marketing Management
  • Marketing Fundamentals
  • Marketing Strategy
  • Sales Management
  • Market Driven Strategy
  • Marketing Research
  • Global Experiences
  • Business Integrative Simulation
  • Doing Business in Italy
Key Publications
  • "Convergent Validity of Structural Measures of Differentiation Derived from Repertory Grids," Journal of Constructivist Psychology, (2010) with ARtur Baldauf and Samuel Grossenbacher.
  • "Gender Differences in the Pricing of Professional Services: Implications for Income and Customer Relationships," Organizational Behavior and Human Decision Processes, 109 No.1, (2009) with John Gramm, Mary Gilly-Graham, and John Slocum, Jr.
  • "Professional Service Ventures, Performance, and the Gender Effect," Journal of Leadership and Organizational Studies, 23, 3 (2006) with Garry Bruton, and John Slocum.
  • "A Field Study Comparing Online and Offline Data Collection Methods for Identifying Product Attribute Preferences Using Conjoint Analysis," The Journal of Business Research, 58, 602-610, (2005)
  • "Special Report: The AVMA-Pfizer business Practices Study," Journal of the American Veterinary Medicine Association 266, No. 2, (2005)
  • "The Role of Goal Orientation on Negative Emotions and Goal Setting When Initial Performance Falls Short of One's Performance Goal" Human Performance, 18, 55-80, (2005)
  • "Using Conjoint Analysis to Identify Attribute Preferences in Product Concept Testing: A Comparison of Online and Offline Data Collection Methods," The Journal of Business Research
  • "The Effect of Goal Conflict on Performance," The Journal of Leadership and Organizational Studies, 9, 1 (2002)
  • "The Role of Goal Orientation Following Performance Feedback," Journal of Applied Psychology, 86 (2001)
  • "The Influence of Goal Orientation and Self-Regulation Tactics on Sales Performance, Journal of Applied Psychology, 84 (1999)
  • "Effects of Trait Competitiveness and Perceived Intraorganizational Competition on Salesperson Goal Setting and Performance," Journal of Marketing, 62, No. 4 (1998)
  • "Effects of Goal-Directed Emotions on Salesperson Volitions, Behavior and Performance: A Longitudinal Study," Journal of Marketing (1997)
  • "Economic Dependency on Work: A Moderator of the Relationship Between Organizational Commitment and Performance," Academy of Management Journal, 1, No. 1 (1995), 261-271, with Joan Brett and John Slocum, Jr.
  • "Briefings From the Editor," Harvard Business Review, July-August (1995), 15-16
Awards / Recognition
  • AMA Lifetime Achievement Award, Sales & Sales Management, 2012
  • Dean's Research & Creativity Award 2011
  • Graduate Teaching Award - Core Courses, 2005
  • Graduate Teaching Award - Electives, M. J. Neeley School of Business, 2003
  • Carl Sewell Distinguished Service to the Community Award, Edwin L. Cox School of Business, 1999
  • Excellence in Manuscript Reviewing Award, The Journal of Personal Selling and Sales Management, 1994
  • Nominated for Jagdesh N. Sheth Award for Best Articles, Journal of the Academy of Marketing Science, 1993
  • One of 10 Leading Contributors to the Sales Force Research Literature, 1980 - 1990,Journal of Personal Selling and Sales Management, (1991)
  • Best Manuscript Reviewer Award, Journal of the Academy of Marketing Science, 1990
  • Outstanding Faculty Researcher Award, Edwin L. Cox School of Business, Southern Methodist University, 1988
International Experience
  • Faculty and student seminars and executive briefings in Belgium, Canada, England, France, Germany, Holland, Hungary, Mexico, Spain, China, Italy and Switzerland
  • American Association for HomeCare
  • Baylor Health System
  • Bristol-Myers Squibb, GTE
  • Haggar Apparel Company
  • Health Industry Distributors Association
  • Johnson and Johnson Medical
  • Midmark Corporation
  • Physician Sales & Service, Inc.
  • Safeguard Business Systems
  • Samsung Electronics America
  • VHA Inc.