Donna J Bergenstock
Education
- Ph.D., Lehigh University
- B.A., Lehigh University
- B.S., The Pennsylvania State University
Teaching Interests
I am forever intrigued by the manner in which marketing and promotions can be used to direct and redirect the perception and consumption by people of products, places and experiences in our culture. I am also a passionate advocate for ethical and moral marketing practices.
Marketing as manipulation does occur, but my Muhlenberg students learn that the appropriate use of marketing, be it old-school print ads or social/digital media platforms, is to disseminate information to aid decision-making. Creativity and responsibility go hand in hand.
I am also fascinated by the manner in which individuals (as consumers and citizens) and businesses must adjust their behavior, decisions, strategies and tactics to accommodate diversity and change occurring domestically and abroad. International/global issues are of paramount importance to all of us, in both our personal and professional lives.
I believe students need to learn how to conduct themselves in a world where borders are shrinking, a world where a nation’s failing economy, cultural crisis or political upheaval will have rippling effects across the globe. My students learn that they are responsible not only to themselves and their careers, but also to customers, communities, the environment and the planet as a whole.
Research and Scholarship
For nearly 25 years I have been a scholar of the international diamond industry. My prior research and publications addressed the interaction of Russia with the De Beers Corporation. Economic issues of diamond supply, price manipulation and Russia budgetary concerns coupled with decades of diamond-demand management through brilliant advertising and promotional campaigns led me to a fascinating dissertation topic. Additional publications focused on changes in De Beers supply chain and the controversial topic of conflict “blood” diamonds.
More recently, my scholarship has focused on best practices in teaching marketing. I have presented papers and participated in discussions on new disciplinary practices, curricular changes and challenges and marketing within the liberal arts.
Since 2016, my research focus has reverted to diamonds, specifically the Kimberley Process of certifying that rough, newly mined diamonds are not funding conflicts or supporting regimes that engage in human-rights violations. I am interested in finding out if retail establishments educate customers on the issue and if diamond customers really care about the source of their precious jewels. Is that teal blue Tiffany box or the fact that “he went to Jared’s” more important than the treatment of people? Stay tuned!
- Business & Society
- Business Administration Internship: MALT
- CUE: Marketing Management
- Globalization & Marketing
- Marketing
Panel Presentation and Session Chair: “Student-Centered Teaching: A Small School’s Holistic, Individualized and Flexible Approach to Marketing Education.” Presented at the 21st Annual Marketing Management Association Conference, September 13-16, 2016.
Judge for the American Marketing Association Collegiate Chapters Council Case Competition. Participated in a blind review of seven team-prepared case solutions. January, 2017. This was my 4th year serving as a judge for this major AMA academic event.
Published/Reprinted: “A Cartel’s Response to Cheating: An Empirical Investigation of the De Beers Diamond Empire” was included in the reference book “The Global Diamond Industry: Economics and Development.” Volume I, Editors: Grynberg, Roman, Mbayi, Letsema (Eds.) Palgrave Macmillan publishers, copyright 2016. About the book: “The Global Diamond Industry: Economics and Development” brings together a collection of papers covering various aspects of the diamond industry including economics, law, history, sociology and development across two volumes.
Panel Presentation: “The 4 P’s: Tried & True vs. What’s New.” Presented at the 20th Annual Marketing Management Association Conference, September 15-18, 2015.
Paper and Panel Presentation: “Integrating Career-Focused Activities into the Curriculum at a Liberal Arts College.”
Special Topics paper co-authored with Gail Eisenberg and Michael Stehlin. Presented at the 19th Annual Marketing Management Association Conference, September 16-19, 2014. Published in the conference proceedings.
Paper and Panel Presentation: “Creating Globally Aware Students.” Presented at the 18th Annual Marketing Management Association Conference, September 17-19, 2013. Solo authored paper was published in the conference proceedings.
Paper and Presentation: “A business major at a small liberal arts institution. Is this a paradox?” Position paper co-authored with Gail Eisenberg. Presented at the 17th Annual Marketing Management Association Conference, September 19- 21, 2012. Published in the conference proceedings.
Accounting, Business, Economics & Finance
Business Administration
Economics
Contact: donnabergenstock@muhlenberg.edu