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About Scholars @ Work

Scholars @ Work is an initiative from the Faculty Center for Innovation designed to showcase the incredible and innovative research and scholarship from Park faculty members around the world. In addition to faculty profiles, Scholars @ Work hosts an annual fall reception and a roundtable panel discussion every semester giving faculty across disciplines an opportunity to collaboratively discuss a topic of timely importance to the University. For more information on Scholars @ Work, visit our web page!

Dr. Brad Kleindl

Professor of Marketing

Parkville Campus, Plaster Hall
(816) 584-6569

Scholarship Highlights from Brad

Brad's impressive career has included published scholarship on a wide variety of topics, including business principles, business management, marketing, business technology, and more.

Browse selected highlights from his scholarship, and view his full CV below.

Kleindl, B., William Kleindl, and Peter Kleindl. (2023). An Epigenetic View of Organizational Cultures, Learning, and Memory in Dynamic Environments. Organizational Cultures: An International Journal, 23(2), 1-30.

Darwinian evolutionary concepts have been used to understand both biological changes over time in response to a changing environment and as a theory development base for social and organizational change over time, also in response to a changing environment. The underlying mechanism of a biological species’ response to the environment occurs at the gene, DNA, and epigenetic levels. This article provides an overview of how epigenetic mechanisms and related epigenetic inheritance can add to the understanding of how organizational entities respond to environmental stressors. Epigenetics adds to the theory base for organizational change through adaptive responses, organizational culture self-repairing tendencies, and the inheritance of organizational memory to environmental responses over time. The article will first outline organizational culture, learning, knowledge, and memory theories and an organization’s related responses to the environment. This will be followed by an overview of the biomechanical processes of evolution and how evolution theories have been used to explain organizational responses to environmental changes. The article will then cover epigenetic theory and the related mechanisms within the genes where DNA acts as a memory structure for adaptive change. Finally, parallels between organizational theory and epigenetic theory will be drawn with recommendations for future research.

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About Brad

Dr. Brad Kleindl is a professor of marketing at Park University in Parkville, Missouri. Brad joined Park in 2011 as dean of the College of Management after having served as dean of the Robert W. Plaster School of Business Administration at Missouri Southern State University in Joplin, Missouri. He also served as interim vice president of academic affairs during the 2009-10 academic year. 

Brad has received two Fulbright Specialist Program awards. He served as a senior specialist in 2007 at the Management Center Innsbruck, Austria, and in 2003 at the University of the Free State, Bloemfontein, South Africa, lecturing on e-commerce and international business. In addition, he has authored or co-authored 12 books, 5 chapters, and more than 39 refereed articles and conference papers and 25 other publications and conferences. His books have been translated into Russian, Chinese, and Arabic.

Brad has been deeply involved in the internationalization process at universities, helping to develop curricula and international programs. He has negotiated international relationships with over fourteen global programs in a dozen countries. Currently he is working with Chinese Universities on ACBSP accreditation and implementing critical thinking and active learning in Chinese classrooms.

Brad earned his Ph.D. in marketing from Oklahoma State University in 1996. He received both his Master of Business Administration and Bachelor of Science in Business Administration degrees from Southern Illinois University, Carbondale, in 1982 and 1981, respectively. He has four undergraduate minors: Psychology, German, Philosophy, and Art. Before pursuing business, he planned to be an art instructor, and he still has a pottery studio in his house as an escape from academia.

Wise words from Brad

"My research is based on a constant monitoring of trends, aided by my liberal arts background. This helps me identify gaps in the literature and then work on innovative research. I would encourage researchers to expand their research domains, this keeps your writing fresh and exciting."

Kleindl, B. (2007). Marketing Practices Employed by The Emerging American Public Library System from Inception To 1930. Journal of Macro Marketing, 27(1), 65-73.

This study explores the marketing practices used by the emerging American public library system from its inception in 1876 to 1930. This period fits the Era of Institutional Development, when most modern marketing practices were believed to have appeared. The results show that libraries adopted contemporary business practices and developed marketing strategies to identify and target specific market segments through the development of unique products. This can be seen as an example of the ‘complex flux’ model, in which change in marketing practice is linked to past phenomena. Libraries developed complex marketing and promotional strategies using a mix of media to reach their targeted market segments.

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Scholar Spotlight

Kleindl, B. (2000). Competitive dynamics and new business models for SMEs in the virtual marketplace. Journal of Developmental Entrepreneurship, 5(1), 73-85.

Explores factors influencing the competitive dynamics in small and medium sized enterprises (SME). Influence of the introduction of the Internet and the World Wide Web to the changes in the operating models employed by businesses; Development and function of the business models for SME; Cost associated in the development of business models.

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Kleindl, B. (1999). A Game Theoretic Perspective on Market Oriented Versus Innovative Strategic Choice. Journal of Strategic Marketing, 7(4), 265-274.

Firms have a number of strategic orientations they can adopt in their attempts to maximize their chances of obtaining extraordinary profits. These include an entrepreneurial or innovative orientation, a megamarketing orientation and/or a market orientation. In deciding which of these alternatives to pursue, firms must evaluate their internal resources and the environment to find an ideal strategic fit. In making this choice, a game theoretic perspective postulates that firms will eliminate dominated strategies or those strategic alternatives that would take a firm into a product market position with strong (dominating) competitors.

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Kleindl, Brad (Copyright 2001, Edition II, 2003), Strategic Electronic Marketing: Managing E-Business. South-Western College Publishing, ISBN: 0324013191.

Strategic Electronic Marketing takes a systems and relationships approach to exploring e-business marketing. This text addresses the basic principles that underlie marketing and how e-business marketing techniques are fundamentally changing the traditional marketing process. Use this text to prepare students for careers in a rapidly changing environment of and brick and mortar strategies; non-linear, online, interactive advertising; new product development and distribution processes; and reliance on databases. This text is suitable for both undergraduate and graduate level courses in e-commerce.

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Park University Library
8700 NW River Park Drive, Box 61 - Parkville, MO - 64152
Phone: (816) 584-6285
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