Faculty & Staff Directory

iconiconiconNameLance BettencourtImageLance BettencourtFirstnameLanceLastnameBettencourtOffice Phone817-257-5048
VitaeDownload Vita
Position:Associate Professor of Professional Practice in MarketingDepartment:Marketing DepartmentOffice:Neeley 3339Role:FacultyEducation
  • Ph.D., Marketing, emphasis in marketing and management of service companies; May 1998; Arizona State University, Tempe, AZ
  • B.S., General Business (Summa Cum Laude; Outstanding University Graduate Award); June 1991; California State University, Bakersfield, CA
Areas of Expertise / Research
  • Innovation
  • Marketing Strategy
  • Service Excellence
Work Experience
  • Managing Partner, LIFT PhD, LLC 2014‐2017
  • Managing Partner, Service 360 Partners, LLC 2012‐2017
  • Innovation Consultant & Executive Trainer, Strategyn, Inc., 2004‐2011
  • Assistant Professor of Marketing, Indiana University, Kelley School of Business, Bloomington, IN 1998‐2004
  • Visiting Assistant Professor of Marketing, Arizona State University‐West, Glendale, AZ 1997‐1998
Courses Taught
  • Marketing Management - Undergrad, MBA, EMBA
  • Service Excellence - Undergrad, MBA
Key Publications
  • Bettencourt, Lance A., Robert F. Lusch, and Stephen L. Vargo (2014), “A Service Lens on Value Creation: Marketing’s Role in Achieving Strategic Advantage,” California Management Review, 57 (1 | Fall), 44-66.
  • Bettencourt, Lance A. (2010). Service Innovation: How to Go from Customer Needs to Breakthrough Services. New York: McGraw-Hill. (2012 Finalist for the Berry-AMA Book Prize for the Best Book in Marketing)
  • Bettencourt, Lance A. and Anthony W. Ulwick (2008), “The Customer-Centered Innovation Map,” Harvard Business Review, 86 (May), 109-114.
  • Support innovation and marketing strategy by enabling clients to gain deep, actionable insights into customer needs
  • Clients: Alcon, Capital One, Cox Automotive, Morningstar, TIAA-CREF, and dozens of others