William Northington

William Northington

Professional Profile

William Magnus Northington is an Assistant Professor of Marketing at St. Bonaventure University. His research interests include retailing and service experiences with an emphasis on front-line employee and customer interactions (both digital and bricks & mortar). In particular, he focuses on the unintended consequences of retail and service strategies. He has been published in Journal of Service Research, Journal of Business Research, Journal of Marketing Theory and Practice, Journal of Consumer Marketing, Qualitative Market Research, and Supply Chain Management - An International Journal. In 2016, William was awarded the "Outstanding Researcher Award" from the College of Business at Idaho State University.

William has a strong passion for teaching and in encouraging his students to unlock their creative confidence. To further this passion, he has developed a creativity and innovation course at St. Bonaventure that integrates design thinking, leadership, new product development, team building, individual creativity, group creativity, managing creativity, and innovative processes. William also teaches Digital and Social Media Marketing and Advanced Social Media Marketing at St Bonaventure encouraging students to team with non-profits in the local community to build web presence and community/customer engagement. Additionally, he teaches International Marketing at the undergraduate and graduate levels leading students to develop sustainable solutions to globalized problems.

William actively participates in service at St. Bonaventure University where he serves as a Business Representative on the Faculty Senate, committee member on the Faculty Excellence Committee, and advisor for Beta Gamma Sigma and the student chapter of the American Marketing Association.

William was previously an Assistant Professor of Marketing at Idaho State University. He attended the University of Alabama where he earned his Ph.D. in Marketing, Master of Science in Marketing and his Bachelor of Science in Commerce & Business Administration with a concentration in Economics.

Academic Credentials 

  • PhD, Marketing, University of Alabama (2014)
  • MS, Marketing, University of Alabama (2009)
  • BS, Commerce & Business Administration emphasis in Economics (2008)