J. Thomas Clark Professor of Entrepreneurship@Cornell
Associate Professor of Marketing
School of Hotel Administration
545F Statler Hall
Marketing, Information Systems, Strategy, & Tourism Area
School of Hotel Administration
Cornell University
Ithaca, NY 14853
Phone: 607-255-8175
FAX: 607-255-1355
Email:
jas92@cornell.edu
Professor Siguaw teaches: H ADM 443, Sales for Entrepreneurs. This one-credit course covers the basic sales process from prospecting to closing the sale, and serves a broad audience. The Sales for Entrepreneurs course enhances and supplements the many entrepreneurial management and strategy courses currently being offered on campus. The course is designed to be highly interactive. Lectures are frequently interspersed with student role-plays and short video clips which demonstrate the concepts under discussion. Selected student role-plays are videotaped and critiqued to promote further understanding of sales skills and strategies. At the conclusion of the course, each student must submit a written sales presentation (utilizing a template) based on a brief sales scenario is distributed as a handout for the course. These written presentations, which usually run 3-5 pages in length, are assessed and awarded a letter grade.
Research
Professor Siguaw is an active researcher. She has published articles in the Journal of Marketing Research, Journal of Marketing, Journal of International Business Studies, Journal of Strategic Marketing, Industrial Management, Journal of Business Ethics, Journal of Travel Research, and the Cornell Hotel and Restaurant Administration Quarterly, as well as many other journals. She is the co-author of American Lodging Excellence: The Key To Best Practices in The U.S. Lodging Industry, Introducing LISREL, and Hospitality Sales: Selling Smarter. She is also a contributor to other books. She is the author/co-author of numerous national and international conference papers and has been an invited speaker at both domestic and international conferences. She is the recipient of a prestigious Marketing Science Institute research award, a Chartered Institute of Marketing award, a Jane Fenyo Award from the Academy of Marketing Science, research fellowships, a CIBER travel award from Duke University, a grant from American Express and the American Hotel Foundation, and eleven university research grants. Furthermore, Dr. Siguaw has been listed in Who's Who Among America's Teachers, has been awarded the Chancellor's Excellence in Teaching Award, and twice named Outstanding Educator by Merrill Presidential Scholars.
Other Activities
Prior to entering academia, Dr. Siguaw spent ten years in the corporate environment, including a stint as a sales representative with General Foods Corporation, a subsidiary of Philip Morris. During this time, she achieved organizational recognition by completing the sale of and promotional arrangement for the largest display of Super Golden Crisp in the history of Post cereals. As she advanced up the corporate ladder, Dr. Siguaw was also responsible for training newly-hired sales representatives, and securing sales and transportation for key accounts. Today, Dr. Siguaw frequently serves as a sales consultant.