Bruce Robertson

Professor Bruce Robertson is a distinguished figure contributing to global discussions on marketing and knowledge integration. As a retired Associate Professor in the Marketing Department at San Francisco State University, he has dedicated over two decades to advancing the field of marketing through both teaching and research. Joining the faculty in 2001, Robertson brought with him a wealth of knowledge, having earned his Ph.D. from the University of Cincinnati. Robertson's research primarily delves into the impact of incorporating new knowledge into existing organizational structures and how this integration influences perceptions and decision-making processes. His work is particularly significant in understanding how businesses can adapt to rapidly changing environments by effectively managing and utilizing new information. Before embarking on his academic career, Robertson gained valuable industry experience as a commodities broker and national sales manager. These roles provided him with practical insights into the complexities of market dynamics and sales strategies, which he later integrated into his academic pursuits. His professional background has been instrumental in shaping his research and teaching methodologies, allowing him to offer students a well-rounded perspective on marketing practices. In addition to his academic contributions, Robertson has actively collaborated with the financial services industry. His efforts have focused on developing research priorities that address real-world challenges, utilizing social network analysis to enhance the performance of sales managers. This collaboration underscores his commitment to bridging the gap between theory and practice, ensuring that his research has tangible applications in the business world. Throughout his career, Robertson has been recognized for his ability to synthesize complex concepts and present them in an accessible manner. His dedication to fostering a deeper understanding of marketing principles has left a lasting impact on both his students and the broader academic community. As a thought leader in his field, Robertson continues to inspire future generations of marketers to think critically and innovatively about the role of knowledge in shaping business strategies.