Michael Rodriguez

Assistant Professor of Marketing
Koury Business Center 304
2075 Campus Box
Elon, NC 27244
mrodriguez4@elon.edu (336) 278-5942

Professional Expertise

Sales Leadership, CRM and Sales Process

Brief Biography

Michael Rodriguez, Faculty Director of Chandler Family Professional Sales Center,  teaches Professional Selling, Principles of Marketing and Customer Relationship Management courses. He earned his Ph.D. in Technology Management from Stevens Institute of Technology, where he won Most Outstanding Dissertation Award in 2009. His research interests include Customer Relationship Management, Sales Leadership and Sales Management. Dr. Rodriguez has been published in the Industrial Marketing Management, Journal of Personal Selling and Sales Management, Journal of Selling and Major Account Management, International Journal of Innovation and Business Research and Journal of Business-to-Business Research.   He has also developed and facilitated sales training programs for corporate clients such as John Hancock, Labcorp, Capel Rugs, ABTV, and Family Management Corporation.  Prior to joining Elon, Dr. Rodriguez worked on Wall Street for 14 years selling market data and trading platforms to investment banks, asset managers, and hedge funds. Dr. Rodriguez also won the Dean's Award in Excellence in Scholarship in 2011


PhD, Stevens Institute of Technology MBA, Fordham University BS, The College of New Jersey

Courses Taught

Professional Selling, CRM, Principles of Marketing, Marketing Management

Leadership Positions

Director, Chandler Family Professional Sales Center, Member of Diveristy Committee, Coach of Elon Sales Competition Team





Current Projects

Mobile CRM (mCRM), Social Media (CRM) and Sales Performance, Sales Training, CRM Technology

Grants Awarded

Hultquist Funding


Rodriguez, Michael, Andrea Dixon and James Peltier (2014), “A Review of the Interactive Marketing Literature in The Context of Personal Selling and Sales Management: A Research Agenda”, Journal of Research in Interactive Marketing, 8 (4) 294-308.     


Rodriguez, Michael, Haya Ajjan, and Robert Peterson (2014), “CRM/Social Media Technology: Impact on Customer Orientation Process and Organizational Sales Performance”, Journal of Marketing Development and Competiveness, 8 (1) 85-97. 


Rodriguez, Michael, Haya Ajjan and Earl Honeycutt (2014), “Using Technology to Engage and Improve Millennial Students' Presentation Performance," accepted, Atlantic Marketing Journal Special Issue on Innovative Teaching, 3 (2) 16-31.


Ajjan, Haya, Richard Hartshorne, Yingxia Cao and Michael Rodriguez (2014), “Continuance Use Intention of Enterprise Instant Messaging: A Knowledge Management Perspective”, Behaviour & Information Technology, 33 (7) 678-692.

Rodriguez, Michael, Earl Honeycutt and Charles Ragland, “Preliminary Investigation of Entertainment Strategies Involving Alcohol: Implications for Professional Sales Education and Training in Business Markets”, accepted, Journal of Business to Business Marketing, 2014.


Rodriguez, Michael, Robert Peterson, and Vijay Krishnan (2012), “Social Media’s Influence on Business to Business Sales Performance”, Journal of Personal Selling and Sales Management, 32, (3), pp. 365-378.  


Honeycutt, Earl, Sharon Hodge and Michael Rodriguez (2012), “Culture’s Mediating Role on Global Sales Training”, Journal of Selling and Major Account Management, 12 (2), pp. 24-32. 


Cort, Kathryn, Earl Honeycutt and Michael Rodriguez (2012), “A Multi-University Empirical Study of Student Perceptions of Sales Education and Careers in Professional Selling”, Journal of Selling and Major Account Management, 12 (1), 2012. 


Rodriguez, Michael and Robert Peterson (2012), “The Role of Social CRM and Its Potential Impact on Lead Generation in Business-to-Business Marketing”, International Journal of Internet Marketing and Advertising, 7 (2), pp. 180-193. 


Rodriguez, Michael (2011), “Making Social Media Effective in Real Estate”, published, Keller Center Research Report, June 1st, 2011 http://www.baylor.edu/business/kellercenter


Rodriguez, Michael and Earl D. Honeycutt, Jr., (2011), “Customer Relationship Management (CRM)’s Impact on B to B Sales Professionals’ Collaboration and Performance”, Journal of Business-to-Business Marketing, 18 (4), pp. 335-356.


Peterson, Robert, Michael Rodriguez and Vijaykumar Krishnan (2011), “CRM and Sales Pipeline Management- Empirical Results for Managing Opportunities”, Marketing Management Journal, 21 (2), pp. 60-70.  


Rodriguez, Michael and Frederick Yim (2011), “Utilization of CRM and Its Impact on Sales Performance: A Study of Sales Professionals Working in a Virtual Environment”, International Journal of Electronic CRM, 5 (3), pp. 203-219.


Rodriguez, Michael (2009), “The Role of Social CRM and Its Impact on Lead Generation in B2B Sales”, Carolina Business Connection, fall, 2009, www.carolinabusinessconnection.com


Henry Fock, Frederick Yim and Michael Rodriguez (2010), “The Effects of Relationship with Sales Supervisor on work meaning of salespeople – The Case of Canadian versus Chinese”, Industrial Marketing Management, 10 (7), pp. 1069-1077.  


Rodriguez, Michael and Stefanie Boyer (2010), “Efficient utilization of customer relationship management (CRM) technology: a self-directed learning approach”, International Journal Business Innovation and Research, 4, (1/2), pp. 3-14.


Rodriguez, Michael (2008) “Sales Leaders as Senior Level Managers: A Conceptual Framework for Examining Upper Echelon Theory”, Journal of Selling and Major Account Management, Volume 8, (4), pp. 23-31.


Rodriguez, Michael (2008), “CRM – Key Competitive Advantage for Relation Based Selling”, published in The European Institute For Advanced Studies in Management, Fall, 2008


“The Impact of CRM on Sales Process Behaviors: Empirical Results from the United States, Europe, and Asia”, GSSI Conference, spring 2014.

“A Conceptual Model of the Drivers and Outcomes of Mobile CRM Application Adoption”, accepted for conference proceeding at National Conference in Sales Management, Miami, FL 2014

Impact of Sales Process Capability on CRM/Social Media Technology and Sales Performance”, National Conference in Sales Management, San Diego, California, 2013.

 “CRM/Social Media Technology:  Impact on Customer Orientation Process and Organizational Sales Performance” Academy of Marketing Science, Monterey California, 2013.  (published as structured abstract)

“More than Technology: The CRM Discussion in Sales”, Sales Educators Academy, Rollins College, Winter Park, FL. , Summer 2013

“Cultural Differences in the Use of Entertaining in Sales: An Exploratory Study of Entertaining and its Impact on Sales Performance”, Global Sales Science Institute, summer 2012

“A Conceptual Framework of the Role of Entertaining on Sales Performance”, National Conference of Sales Management, spring 2012

“Marketing Yourself In a Challenging Economy”, National Networking Day, Elon Alumni, Greensboro Chapter, spring 2012

“Social Media and Business”, Panel discussion for LSB Dean's Board of Advisors, fall 2011

“Generating Leads Via Social CRM: Early Best Practices for B2B Sales”, presented, National Conference of Sales Management, spring 2011.

“Are Super Bowls Worth the Money?” Good Morning Show, WFMY News 2, winter, 2011. http://www.digtriad.com/news/story.aspx?storyid=160221

“Personality Traits of Hunters vs. Farmers: Exploring the Differential Effects of Need for Cognition and Self-Monitoring”, presented at Society of Marketing Advances, fall 2010.

“Impact of CRM on Sales Performance for Virtual Sales Professionals”, presented at American Marketing Science, summer 2010 Conference.

“Managing Today’s Consumer”, Presentation for AT&T Consumer Advisor Panel, Greensboro, NC, spring 2010.

 “CRM’s Impact on the Collaboration of Sales Professionals”, Michael Rodriguez and Earl Honeycutt, presented at National Conference of Sales Management, spring 2010.

“Academia’s Increased Role of Alcohol Awareness for Students Pursuing Careers in Professional Selling”, presented at National Conference of Sales Management, spring 2010. 

Professional Activities

University Sales Center Alliance

Sales Education Foundation

Academy of Marketing Science

American Marketing Association

Editorial Review Board, Journal of Personal Selling and Sales Management

Society for Marketing Advances

Service Activities


Personal Information

Head Coach of Junior Wrestling Program, Hurricanes in Burlington. 



  • 2013 – RBI Sales Challenge, William Paterson – 2nd Place Team, 1st Place Speed Sell, 2nd Place Overall Individual
  • 2012 – International Collegiate Sales Challenge, Florida State – 1st place Individual, 3rd Place Team
  • 2012 – RBI Sales Challenge, William Paterson University, Team Champion, 1st Place finish in Role Play and 2nd in Speed Selling
  • 2011 - RBI Sales Challenge, William Paterson University, 1st place finishes in Role Play and Speed Selling events
  • 2011 – World Collegiate Sales Open – Finalist Qualifier and Overall Champion
  • 2011 – Dean’s Award For Excellence In Scholarship
  • 2011 – Recognized as Top Sales Coach at American Marketing Association
  • 2011 – National Collegiate Sales Competition, Kennesaw State, 7th Runner Up
  • 2010 – Hultquist Funding
  • 2010 – RBI Sales Challenge, William Paterson University, Team Champion
  • 2009 - Dissertation of the Year – Stevens Institute of Technology
  • 2008 - National Conference in Sales Management (NCSM) Outstanding  Doctoral Research Award