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John F. Willenborg

Contact Information:
Phone: 803.576.5644
Fax: 803.777.6876

Professor Emeritus


Dr. John F. Willenborg began his teaching career at St. Louis University in 1967 and came to the University of South Carolina in 1969. After nine years, he was appointed Director of the Daniel Management Center at USC, the professional and management education division of the College of Business Administration. After directing the growth of the Center and managing it through several stages of development and transition, he returned to full-time teaching in fall, 1993.  He retired as Distinguished Professor Emeritus in December 2006.

He taught marketing strategy, marketing management and consumer behavior courses. His primary research interests have been on the relationship of price to behavior and attitudes, social marketing and consumerism, and the application of consumer panels to behavioral research. He has consulted with a variety of companies on the design of consumer research studies and, in his position as Director of the Daniel Management Center, has worked with companies in designing a range of management education programs. In recent years, he served as faculty advisor to the student chapter of the American Marketing Association, guiding the chapter to a range of national awards.

Dr. Willenborg has published in the Journal of Marketing, Journal of Consumer Research, Journal of Business Research, Journal of Risk and Insurance, Southern Economic Journal and Southern Journal of Business. His articles have appeared in Proceedings of the American Marketing Association, American Institute for Decision Sciences, Association for Consumer Research, Southern Marketing Association, Travel Research Association and the Southeastern American Institute for Decision Sciences. He co-authored a text, Marketing Management Strategy (published by Appleton-Century Crofts).


  • D.B.A.-Marketing, Washington University, 1970
  • M.B.A., Washington University, 1965
  • B.A., Loras College, 1963