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Villanova's Dr. Charles R Taylor named holder of John A. Murphy Endowed Chair of Business Administration in C&F
By Dana Imperia '05
         
    Dr. Charles R. Taylor, an associate professor of marketing in the College of Commerce and Finance (C&F) for 13 years, recently became the second holder of the John A. Murphy Endowed Chair in Business Administration. His position became effective in August 2004. The previous holder of the chair was Dr. Robert H. DeFina, a full-time professor in the sociology department, who switched from C&F into the College of Liberal Arts and Sciences.

   Taylor’s two primary areas of expertise include international marketing and marketing for public policy issues. Having published more than 100 academic articles, Taylor is currently working on his seventh book. “The chair is a wonderful recognition for what I’ve been able to accomplish at Villanova, and I’m pretty excited about the current projects I am working on,” Taylor said.

   Some of Taylor’s research includes the impact of standardized advertising on a firm’s financial performance and what international advertising approaches work effectively and their affects on bottom-line performance in a firm. Another area of interest for Taylor is the marketing functions of signs, emphasizing the value of signs to large and small companies. “Villanova already has a wonderful reputation. Under Father Dobbin we have been moving to a higher and higher national profile and I believe my research can contribute to that,” Taylor explained. He has also worked on the impacts of cigarette and alcohol advertising.

   Taylor’s extensive research on the functions of signs lead to national recognition and an appearance to testify as an expert witness before the U.S. Congress in May 2003. Taylor appeared in several court cases involving the sign industry throughout his career. He also recently became president of the American Academy of Advertising, one of the leading organizations of advertising for academics in the nation.

   Focusing on international marketing, Taylor concentrates on East Asian countries. As a Fulbright senior specialist, an organization administered by the Council of International Exchange of Scholars, Taylor has taught short-term courses in China, Korea and the Czech Republic. He has made several presentations at universities throughout these countries as well.

   Prior to entering academia, Taylor held positions with R.L. Polk and Company and General Motors, but the professor says he prefers the personalized environment that is strongly emphasized at the University. “Villanova is a great place to work, and I can’t say enough about my colleagues. The people in the marketing department have been very supportive, especially our department chair, Dr. Greg Bonner, who has done a tremendous job,” Taylor said. “I have been very fortunate to do a lot of neat things with my research, but the single most important component of our job is to teach and the students here are a pleasure to work with.” Taylor is currently teaching a course on international marketing and he also teaches courses in C&F’s Summer Business Institute.

   Besides teaching and research, Taylor helped establish a Center for Marketing and Public Policy Research at the University. The center was established this year to help better understand marketing and public policy issues. “I’m very excited to work with [Dr.] John Kozup [assistant professor of marketing], the director, and we have invited several Villanova alumni to be on the board. I am continually impressed by the level of accomplishments of our graduates,” Taylor pointed out. Taylor serves as a senior research fellow for the center as well.

   Taylor received his doctorate in marketing from Michigan State University. While completing this program, he met his wife, Hae-kyong, an associate professor of the marketing department. The couple currently lives in Bryn Mawr with their four-year-old son, Mitch.

   Committed to the University’s mission and values, his appointment is based on a record of excellence in marketing and his distinction to the college through teaching, research and involvement with the business community. “I am very grateful to the Murphy family for providing me with this wonderful opportunity,” Taylor said.

   The late John A. Murphy, Esq. ’51 C&F, former president and retired vice chairman of Philip Morris Companies, established the John A. Murphy Chair in 1999. His commitment to Villanova’s beliefs and students continues to enhance teaching and learning at the University.