Nancy Sirianni’s Research Earns Invitation to Partner with Prestigious Research Center

Nancy Sirianni, Assistant Professor of Marketing, has been asked to join Arizona State University’s Center for Services Leadership (CSL) as one of the Research Faculty. Membership is exclusive, with only 37 faculty members from across the U.S., 16 global and 10 distinguished. Mark Houston, Eunice and James L. West Chair of American Enterprise and Professor of Marketing at Neeley, has been a member of the CSL since he was invited in 2008. Both professors received their Ph.D. from ASU.

CSL research faculty members are invited based on their exceptional academic reputation, expertise within service research, and commitment to advancing knowledge in the field.

Nancy Siriani outsideThe CSL strives to improve the business and academic understanding of the distinctive and growing role of services in organizations and with customers. The invitation-only CSL partnership provides a rare opportunity to network and engage with industry executives and the CSL staff who share a commitment to advancing knowledge in the field of services. The CSL was established in 1985 to pioneer the study of services when business schools were focusing primarily on products and manufacturing enterprises.

“Marketing a service is different than marketing a tangible good,” Sirianni said. “To address these differences, I teach students to focus on the unique marketing strategies needed for service organizations, including strategies for the service offered, pricing, promotion and distribution. As a member of the CSL, I’ll be able to help companies understand how to compete strategically through both profitable services and through the use of customer service as a source of distinction.”

“Although a number of ASU alumni are part of the research partnership, it is a special honor for someone at such an early stage in her academic career, as Nancy is, to get invited,” Houston said. “This is indicative of the high regard ASU and our marketing colleagues around the world have for her.”

Dr. Sirianni studies how firms create meaningful connections with customers through the emotional design of brands, products and services. She also studies consumer responses to elements in retail and service environments including frontline employees, interior design and architecture. She has presented her work at leading service research conferences including Frontiers in Service and the International Research Symposium on Service Excellence in Management, as well as the annual meetings for the American Marketing Association, the Association for Consumer Research, the Society of Consumer Psychology and the Academy of Marketing Science. Her recent study, “Truly, Madly, Deeply: Consumers in the Throes of Material Possession Love," has been featured in Bloomberg Businessweek, U.S. News & World Report, TIME Magazine and UPI news outlets. She holds a B.A. from the University of Texas at Austin and Ph.D. from Arizona State University.

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