Blue Ocean Global Technology Interviews Dr. Ed Fox

Dr. Edward Fox, esteemed as the W.R. and Judy Howell Director of the JCPenney Center for Retail Excellence and Professor of Marketing at SMU Cox School of Business, commands a distinguished career in retail research and academia. With a Ph.D. and M.A. from The Wharton School, University of Pennsylvania, complemented by degrees from Kellogg School of Management and Medill School of Journalism at Northwestern University, his expertise spans retail pricing, promotion, and consumer behavior modeling. Professor Fox’s prolific contributions, showcased in top-tier journals and through extensive consultation for prominent retail brands, underscore his pivotal role in shaping modern retail strategies and industry discourse.

Blue Ocean: Tell us about yourself and what inspired you to work in this industry.

Dr. Ed Fox: Currently, I serve as a professor of marketing and the endowed director of the Center for Retail Excellence at the Cox School of Business, Southern Methodist University. I also serve as chairman of the marketing department, which entails significant administrative duties. My journey into this field has been multifaceted. Initially trained as an engineer at the United States Military Academy at West Point, I served as a combat engineer before transitioning into the civilian workforce. While working in engineering roles, I discovered a passion for marketing and sales, prompting me to pursue further education in this field. Consequently, I embarked on a career path in academia, where I could explore and contribute to marketing and retail research. My diverse experiences have shaped my professional trajectory, leading me to where I am today.

Blue Ocean: How does a typical day in your life look like?

Dr. Ed Fox: My days are quite varied, with no typical routine. However, administrative responsibilities form a consistent backdrop, primarily due to my role as department chair. This involves managing various departmental matters, such as resolving issues and coordinating class schedules. Additionally, I organize a monthly speaker series for the retail center I oversee.

Teaching is another integral aspect of my schedule, though it’s concentrated during certain times of the year. However, my scholarship is the foundation on which my reputation is built and it’s what I’m most passionate about.

Blue Ocean: What is an industry trend that excites you?

Dr. Ed Fox: As a marketing professional, I find the evolution of consumer engagement fascinating. Traditionally, marketing has revolved around influencing consumers’ attitudes, beliefs, and perceptions of brands. With the coming of the digital age, there has been a significant shift towards measuring and competing for consumer clicks.

The trend that excites me is the intersection between the battle for consumers’ minds and their digital journey—two related aspects of marketing. How does incentivizing consumers to click through a website impact their perception of the brand? Are we enhancing or diminishing their goodwill? I’m intrigued to understand how digital engagement aligns with consumers’ ongoing mental processes when interacting with brands.

Ultimately, my interest lies in discovering ways to ensure that digital engagement and brand perceptions reinforce each other, rather than acting as substitutes. This presents an exciting challenge and opportunity for marketers to create strategies that amplify consumer engagement and brand loyalty in tandem.

Blue Ocean: How have you differentiated yourself, and what underpins your success?

Dr. Ed Fox: Reflecting on my academic journey, a pivotal moment came during my MBA program when I was invited by a distinguished professor to co-found a retail center. I developed a deep appreciation for the challenges faced by retailers and the dynamics of the retail industry through this experience. I understood that, contrary to popular belief, many retailers are more focused on attracting customers to their stores than on making individual sales. This insight shaped my focus on analyzing foot traffic and employing quantitative methods to understand how retailers draw and retain customers.

My approach was distinct from others in the field and resonated strongly with actual retailers, as it addressed their core concerns. My ability to articulate ideas effectively through writing added to my success. While some excel in analysis and data interpretation, I find strength in providing clear context and explaining the significance of my findings. This combination of strategic insight and effective communication has been instrumental in my success.

Blue Ocean: What is something unique you offer as a professional?

Dr. Ed Fox: When I pitch marketing as a major to students, I often emphasize the unique blend of analytical and creative thinking required in the field. Personally, my background leans heavily towards quantitative analysis, yet I’ve found success in strategic and creative endeavors as well. This ability to balance rigorous analytical thinking with a more innovative and strategic approach to problem-solving is what I believe distinguishes me as a professional.

Blue Ocean: What is something you are grateful for?

Dr. Ed Fox: Two things come to mind. Firstly, I’m grateful for the fact that I’m still alive. I faced a serious health issue that brought me close to death, which profoundly altered my perspective on life. It made me realize that our mortality not only affects us but also deeply impacts those we leave behind. Secondly, I’m grateful for the progress I’ve made in life. I recently came across a quote by the renowned cellist Pablo Casals, who, even in his 90s, practiced the cello for hours every day, driven by the belief that he was still making progress. This idea of continual growth resonates with me deeply, and I try to embrace it in my own life.

Blue Ocean: What are your sources of happiness and inspiration?

Dr. Ed Fox: My family is the cornerstone of my happiness and inspiration. They are my legacy in every sense that matters.  I also find great joy and fulfillment in playing soccer. It’s a passion I’ve carried with me for years, and I intend to continue playing for as long as I’m able, even if it means making adjustments like giving up running to preserve my knees for the sport. So far, it’s been a rewarding journey.

Blue Ocean: What is your favorite quote or mantra?

Dr. Ed Fox: One quote that deeply resonates with me, perhaps revealing more about my approach to life than anything else, is from the poem A Servant to Servants by Robert Frost. There are two lines in particular that I hold close to my heart: “The best way out is always through” and “I can see no way out but through.” The latter especially encapsulates my perspective on both work and life. It’s akin to the old joke about eating an elephant—one bite at a time. I believe in trusting the process, putting one foot in front of the other, and committing to the journey, knowing that perseverance will ultimately lead me where I need to go. This mantra of moving forward, even when the path seems daunting, has been a guiding principle in my life.

Blue Ocean: What advice would you give to your younger self or others aspiring to pursue a career in marketing?

Dr. Ed Fox: I’ve spent considerable time reflecting on this question, especially when speaking to students at different stages of their academic journeys. Many students stress about choosing the perfect career path but, more often than not, careers unfold organically. It’s more about navigating opportunities as they arise and recognizing that timing can play a significant role, sometimes in your favor and sometimes not. Your career may not make sense at the moment, but hindsight often brings clarity. My advice is to stay open to opportunities and not fret too much about timing or having everything figured out.