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Lenard Huff


Lenard C. Huff, M.B.A., Ph.D. is a Full Professor in Business Management at Brigham Young University – Hawaii, with an emphasis in Marketing.  Dr. Huff received a Bachelor of Science degree in Economics from Brigham Young University, a Masters of Business Administration from Harvard Business School and a Ph.D. in Marketing from the University of Michigan – Ann Arbor.  After receiving his Ph.D., he was an Assistant Professor of Marketing at the University of Hawaii before coming to BYU-Hawaii in 2000.

He regularly teaches the Principles of Marketing, Marketing Research, Strategic Marketing Management and International Marketing Strategy classes, and teaches other marketing and business classes as needed.  He has published numerous articles in such journals as Management Science, Journal of Advertising Research, European Journal of Marketing, Journal of Business Research, Journal of Global Marketing, Organization Science and the Quality Management Journal.  His doctoral studies focused on customer satisfaction and the relationship between productivity and quality.  Since then, his primary research focus has been on consumer and organizational trust.  He is currently interested in customer motivations, particularly hope and fear. 

Much of Dr. Huff’s teaching, research and service have focused on international marketing, with a particular emphasis on cross-cultural issues.  In 1997, he became a regular attendee of the biennial Cross Cultural Research Conference, which attracts business scholars from throughout the world.  In 2001, 2003 and 2005, he was the conference’s North America area coordinator and was director of the conference in 2007, 2009, 2011 and 2013.  While director, Dr. Huff was the editor of two special issues of the Journal of Business Research and one special issue of the Journal of International Consumer Marketing that published revised versions of the conference’s best papers.

At BYU-Hawaii, Dr. Huff was the director of the Integrated Business Core for several years.  He chaired an ad hoc curriculum committee, whose recommendations added rigor to the Business Management curriculum, eliminated the Integrated Business Core and created tracks in finance, human resource management, marketing and operations/supply chain.  He served as chair of the University’s Promotion Review and Faculty Advisory Committees.  For several years, he has served on the University’s Institutional Effectiveness and Accreditation Steering Committee. 

Dr. Huff founded, and is the current advisor, of the Alliance of Marketing Professionals and Students (AMPS), which is the university’s student marketing club.  Through AMPS, as well as the Marketing Research and Strategic Marketing Management classes, he has enjoyed working with students on research and consulting projects with such local businesses and organizations as the Triple Crown of Surfing, the Polynesian Cultural Center, Turtle Bay Hotel and Resort, Kualoa Ranch, Kahuku Grill and the North Shore Chamber of Commerce, as well as campus organizations such as The Hub, Food Services, BYU-Hawaii Basketball, Print Services and the BYU-Hawaii Campus Store.