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Jonathan Bohlmann

Professor of Marketing and Innovation

Graduate Faculty

Department of Business Management

Nelson Hall 2334


Dr. Bohlmann’s research interests focus on innovative new products and strategic decision-making, most recently in the areas of first-mover advantage, innovation adoption, and internet pricing strategy. He has published in the top marketing journals, including Journal of Marketing, Marketing Science, and the Journal of Marketing Research, among others. He received a Ph.D. in management from the Massachusetts Institute of Technology (MIT), and served on the faculties of Purdue University and Michigan State University prior to his arrival in 2008 at NC State. Before entering academia, Dr. Bohlmann worked as an engineer in the aerospace industry on advanced aircraft design. He managed several R&D projects related to innovations in materials and product design optimization. He also holds a B.S. and M.S. in aeronautical engineering from Purdue University, and an MBA. from Texas Christian University.


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Ph.D., Marketing, Massachusetts Institute of Technology (1996)

Area(s) of Expertise

  • New Product Innovation Strategies and New Product Development
  • Order-of-Entry Strategies and Incumbency
  • Group Decision Models and Processes
  • Game Theory Applications to Marketing Strategy

Intellectual Contributions

  • I. Sinapuelas, H. Wang, and J. Bohlmann (2015), “The Interplay of Innovation, Brand, and Marketing Mix Variables in Line Extensions.” Journal of the Academy of Marketing Science, 43 (5), 558-573.
  • M. Stanko, J. Bohlmann, and F. Castillo (2013), “Demand-Side Inertia Factors and their Benefits for Innovativeness.” Journal of the Academy of Marketing Science, 41 (6), 649-668.
  • J. Bohlmann, J. Spanjol, W. Qualls, and J. Rosa (2013), “The Interplay of Customer and Product Innovation Dynamics: An Exploratory Study.” Journal of Product Innovation Management, 30 (2), 228-244.
  • J. Bohlmann, R. Calantone, and M. Zhao (2010), “The Effects of Market Network Heterogeneity on Innovation Diffusion: An Agent-Based Modeling Approach,” Journal of Product Innovation Management, 27 (5), 741-760.
  • C. Kocas and J. Bohlmann (2008), “Segmented Switchers and Retailer Pricing Strategies,” Journal of Marketing, 72 (3), 124-142.
  • J. Bohlmann, J. Rosa, R. Bolton, and W. Qualls (2006), “The Effect of Group Interactions on Satisfaction Judgments: Satisfaction Escalation,” Marketing Science, 25 (4), 301-321. Lead article.