Associate Professor of Marketing
Marketing Area Director
Office: SBA 260
- Fall 2014 MGMT 510 Start-Up Strategy (PDF)
- Winter 2015 MKTG 511 Pioneering Innovation (PDF)
- Vita (PDF)
Charla Mathwick joined the School of Business at Portland State University in 1998 upon completing her Ph.D. in Marketing at Georgia Tech in Atlanta. Prior to entering academia, Charla spent a decade in industry, holding a variety of positions in marketing strategy, product development and marketing management working in financial services at Citicorp, in telecommunications for what is now Quest, and in an information services division of McDonnell Douglas.
At PSU, Charla has taught in the Masters of Business Administration and Masters of International Management graduate programs as well as in the OEMBA program delivering courses in Innovation, Lean Start-up Strategy, Customer Relationship Management, Services Marketing, and Market Research. She is the co-creator of Launch-in-9, a cross-disciplinary curricular option that brings PSU’s engineering, computer science, and business school students together to launch student-initiated start-ups while earning capstone credit.
Charla is a consumer behaviorist and strategy researcher. In the consumer behavior domain, she examines the value created by customers who generate product reviews and customer service support within the context of virtual communities. Her research which has been published in the Journal of Retailing, Journal of Consumer Research, Journal of Interactive Marketing and Journal of Consumer Behavior investigates the motivation, governance systems, and social norms that drive this form of customer engagement behavior. Charla is on the editorial board of the Journal of Service Research and Journal of Interactive Marketing. In support of her innovation and entrepreneurship activities, she is also leading longitudinal research involving privately held firms in Oregon and across the country, examining the start-up strategies, funding approach, and market condition associated with high performing start-ups.
Charla grew up in South Dakota and has worked in Denver, Chicago, and Atlanta prior to moving to Oregon. She has two grown sons and in her spare time hikes, skies, and bikes and is devoted to yoga.
Lean Start-Up Strategy:
This course provides a hands-on learning experience designed to implement a lean start-up strategy to launch student-led start-up businesses in 9 months. This class is the first five weeks of a 10 week series of experiential classes and workshops designed to serve as the pre-requisite for any MBA student team interested in pursuing a Launch-in-9 capstone. L9 capstones provide an opportunity for student teams from business, engineering, and computer science to collaborate in the development, market validation, and prototype of student-initiated businesses. This course leverages the PSU Kickstart Weekend experience to work toward a viable business concept/plan within the 5-week course session which culminates in a venture pitch for prototype funding.