FLORIDA ATLANTIC UNIVERSITY®
P. Sergius Koku

P. Sergius Koku

Professor Emeritus
Marketing Department

Areas of Expertise: Boycotts and Boycott Actions, Religion and Consumption Decisions, Bottom of the Pyramid, Consumer Law

Office: FL 208

Education

  • JD (2003) Law, University of Miami
  • PhD (1994) Finance and Marketing, Rutgers University
  • MBA (1992) Finance, Rutgers University
  • MA (1991) Applied Economics, Rutgers University
  • MBA (1984) Marketing, Oregon State University
  • BA (1983) Finance (Summa Cum Laude), University of the Virgin Islands

Certifications

  • Florida Bar

Research Interests

  • Information Economics - application of signaling and agency theoretic models in marketingLaw and Economics - application of economic theory to legal issues and concepts Microeconomic issues in Marketing issues related to franchising and reputation effectsManagement of Medical Technology and health care economics and marketingIndustrial Strategy - interface between finance and marketingApplication of game theoretic models in marketingServices MarketingMarketing StrategyInterface between Law and MarketingReligion and Consumption DecisionsIssues on Poverty and Financial ExclusionEthics, corporate governance, and social activismBoycottsMicrofinanceJurisdictional issues in e-commerce

Intellectual Contributions

  • Savas, Selen; Koku, Paul; Mangleburg, Tamara. (2022). Really New Services: Perceived Risk and Adoption Intentions, Services Marketing Quarterly, 43(4), 485-503
  • Koku, Paul. (2022). Revisiting Pfizer’s DTCA of Lipitor Using Dr. Jarvik As a Spokesperson: Analyses Under the Teleological and Deontological Theories of Ethics, Journal of Global Marketing, 35(Issue 1: Ethical Issues in Pharmaceutical Marketing from an International Perspective ), 99-114
  • Koku, Paul. (2021). Entrepreneurs Amongst Sub-Saharan Africans in Songhai Empire, Nova Science Publishing
  • Koku, Paul. (2021). The Legal and Ethical Dimensions of Direct-to-Consumer Advertising of Prescription Drugs: The Case of Pfizer and Lipitor in the United States, Health Marketing Quarterly, 38(1), 23-34
  • Koku, Paul; Chepkoech, M.. (2021). Three decades of Research on Women Entrepreneurs in Sub-Saharan Africa: A Literature Review, Nova Science Publishing
  • Petrescu, Maria; Koku, Paul. (2021). Corporate social responsibility: from “doing” to “speaking, AMA (American Marketing Association’s) Global Marketing SIG
  • Koku, Paul. (2021). Sub-Saharan Africa: Culture, History and People, Nova Science Publishing, 414
  • Koku, Paul. (2021). Are Ethical Boycotts Merely Value Signaling? The Financial Effect of Ethical Boycotts, The Proceedings of The World Marketing Congress organized by the Academy of Marketing Science
  • Koku, Paul; Petrescu, Maria. (2021). Market Sentiments & Growth in the Context of Consumer Boycotts, Academy of Innovation, Entrepreneurship & Knowledge (ACIEK)
  • Koku, Paul. (2021). On the Legal Liabilities of Food Tampering in the U.S. - A Review and Marketing Implications, The Proceedings of The World Marketing Congress organized by the Academy of Marketing Science
  • Koku, Paul. (2020). Choosing the right pricing strategy, Routledge Publishing(2nd)
  • Koku, Paul. (2020). Constructing marketing thought: the case of Islamic marketing, International Journal of Islamic Marketing and Branding, 5(1), 17-27
  • Koku, Paul. (2020). The Effect of the Patient Protection and Affordable Care Act on For-Profit Hospitals in the United States, International Journal of Pharmaceutical and Healthcare Marketing, 14(2), 201-215
  • Koku, Paul; Farha, A.. (2020). Other Sources of FDIs in Sub-Saharan Africa: The Case of Gulf Cooperation Council States, Journal of Business Research, 119, 619-626
  • Koku, Paul; Petrescu, Maria. (2020). Digital boycotts/buycott implications for modern marketing, Presented virtually at EMAC, Zagreb, Croatia
  • Koku, Paul. (2019). A Viewpoint from the Trenches, Journal of Services Marketing, 33(1), 125-130
  • Savas, Selen; Koku, Paul; Mangleburg, Tamara. (2019). Consumers' Perceptions of Service Newness and its Marketing Implications, Services Marketing Quarterly, 41(1), 35-48
  • Zequiri, J.; Alserhan, B.A.; Al-Shboul, M.A.; Koku, Paul. (2019). Factors affecting Muslim consumers' intention to purchase halal products: a comparative study in North Macedonia, Kosovo and Jordan, International Journal of Islamic Marketing and Branding, 4(2), 167-181
  • Farha, Allam; Koku, Paul; Al-Kwifi, Sam; Ahmed, Zafar. (2019). Services Marketing Practices in Diverse Cultures: Canada Compared to Qatar, Journal of Services Marketing, 33(7), 771-782
  • Petrescu, Maria; Koku, Paul. (2019). CSR 2.0 Politically Charged Causes and the Stock Market, Proceedings of The World Marketing Congress organized by the Academy of Marketing Science, Edinburgh, Scotland
  • Koku, Paul. (2018). Entrepreneurship in Higher Education: The Case of Private Universities in Ghana, Innovation, Entrepreneurship, Economic Growth for Sustainable Development, Proceedings of the 11th International Conference for Entrepreneurship, Innovation and Regional Development, Doha, Qatar
  • Koku, Paul. (2018). An Application of the Co-Production Concept to the U.S. Legal System: Lessons from Marketing, The World Marketing Congress organized by the Academy of Marketing Science, Porto, Portugal
  • Besnik, Fetai; Koku, Paul. (2018). Assessing the Effect of Financial Integration and Financial Development in European Countries during the Financial Crisis, Proceedings of the Conference of Society for the Study of Emerging Markets (SSEM), Lodz, Poland
  • Koku, Paul; Zeqiri, Izet. (2018). Universities as a service factory: Lessons from Marketing, Proceedings of the 6th Annual Conference of Macedonia Marketing Association, Skopje, Macedonia
  • Koku, Paul. (2017). The Stock Market's Reaction to News of Food Tampering in the United States, Journal of Marketing Channels, 24(3-4), 171-179
  • Koku, Paul. (2017). The Financial Effect of the Patient Protection and Affordable Care Act on For-Profit-Hospitals in the United States, Proceedings of the 14th Annual Conference of The Academy of Global Business Advancement, Eldoret, Kenya
  • Koku, Paul. (2017). The Role of the Founder in the Future of Private Organization that has gone Public: The Case of CAL Bank, Ghana, Proceedings of the 24th Conference of The International Academy of Management and Business, Dubai, UAE
  • Koku, Paul. (2017). Pay What You Wish Pricing: A Strategy for Integrating the Bottom of the Pyramid, Proceedings of the ACR-Latin (Association of Consumer Research-Latin Conference), Cali, Colombia
  • Koku, Paul; Acquaye, Hannah. (2017). Marketing Dispossession: A Strategy for Financial Services that Considers Customers' Mental Health, International Journal of Bank Marketing, 35(1), 112-127
  • Koku, Paul; Jusoh, Osman. (2016). Commercialization of Ramadan in the United States: Some Preliminary Evidence, International Journal of Islamic Marketing and Branding, 1(4), 356-365
  • Koku, Paul. (2016). Overpromotion and the Learned Intermediary Doctrine in Advertising Medicine and Medical Devices in the United States, Springer
  • Koku, Paul; Savas, Selen. (2016). Restaurant Tipping and Customers' Susceptibility to Emotional Contagion, Journal of Services Marketing, 30(7), 762-772
  • Jusoh, Osman; Koku, Paul. (2016). The Efficacy of providing Entrepreneurship Education to Junior High School Students, World Review of Science, Technology and Sustainable Developments, 12(3), 257-273
  • Fetai, Besnik; Koku, Paul; Caushi, Agron; Fetai, Ariana. (2016). The Relationship Between Exchange Rates and Inflation: The Case of Western Balkan Countries, Journal of Business, Economics and Finance, 5(4), 360-364
  • Koku, Paul; Zeqiri, Izet. (2016). Looking for Nothing and Finding Something: Learning and Knowledge Transfer within Cultural Contexts, Proceedings of the 11th Conference on Knowledge Management, Bansko, Bulgaria
  • Koku, Paul; Deari, Fitmi; Fetai, Besnik; Zeqiri, Izet. (2016). Do Press Releases Provide new Information? The Case of British Petroleum's Deepwater Horizon Oil Spill, Proceedings of the International Conference on Applied Economics and Finance, Girne, North Cyprus
  • Fetai, Besnik; Koku, Paul. (2016). The Relationship between Exchange Rate and Inflation: The Case of Western Balkan Countries, Proceedings of the International Conference on Applied Economics and Finance, Girne, North Cyprus
  • Koku, Paul; Zeqiri, Izet. (2016). Towards Integration of Moldova in the EC: Some Fundamentals on Trust, Proceedings of the 11th EUREM Conference, Chisinau, Republic of Moldova
  • Koku, Paul; Jusoh, Osman. (2016). Educational Institutions as a Complex Service Factory: The Case of Entrepreneurship Programs in Junior High Schools in Malaysia, The TIIKM Conference Proceedings on Marketing, Bangkok, Thailand
  • Kajalo, S.; Sakagawa, Y.; Jyrama, A.; Koku, Paul. (2016). The Effects of Behavioral Inhibition Systems (BIS) and of Behavioral Activation Systems (BAS) on CSR Beliefs, Brand Identification, Perceived Corporate Reputation and Brand Loyalty, The TIIKM Conference Proceedings on Marketing, Bangkok, Thailand
  • Koku, Paul. (2016). On the Accountability and Transparency of Private Universities in Ghana, The Proceedings of Conference of the International Academy of African Business Development, Arusha, Tanzania
  • Koku, Paul; Osman, Jusoh. (2016). On Commercialization of the Ramadan in the United States: Some Preliminary Evidence, Proceedings of the Global Islamic Marketing Conference, Casablanca, Morocco
  • Koku, Paul. (2015). A View from the Street: An Exploratory Study of Consumer Attitudes Toward Offshoring of Professional Services in the United States, Journal of Services Marketing, 29(2), 150-159
  • Koku, Paul; Jagpal, Sharan. (2015). Do Payday Loans Help the Working Poor, The International Journal of Bank Marketing, 33(5), 592-604
  • Koku, Paul. (2015). Financial Exclusion of the Poor: A Literature Review, International Journal of Bank Marketing, 33(5), 654-668
  • Koku, Paul; Kamral, Hassan; Ariful, Hoque. (2015). Purchasing Power Parity in the SAARC Region: Evidence from Unit Root Test with Cross-Sectional Dependence, The Journal of Developing Areas, 49(5), 129-137
  • Koku, Paul. (2015). Reaching Out to Socially Disadvantaged Groups: Financial Services and the Poor, Routledge Publishing, Taylor and Francis
  • Koku, Paul; Jusoh, Osman. (2015). Towards a Curriculum and Pedagogy in Islamic Marketing, International Journal of Islamic Marketing and Branding, 1(2), 149-159
  • Koku, Paul; Jusoh, Osman. (2015). Where do we go from here? A Research Agenda for Islamic Marketing Borrowing from Social Marketing, International Journal of Islamic Marketing and Brands, 1(1), 5-15
  • Koku, Paul. (2015). Financial Services for the Poor: The Case for a Catholic Bank, Proceedings of Academy of Marketing Sciences' World Congress, Bari, Italy
  • Koku, Paul. (2015). Tempest in a Tea-Pot or a Crisis on the Sea: An Analysis of the effect of Spectacular Cruise Failures, Proceedings of Academy of Marketing Sciences' World Congress, Bari, Italy
  • Savas, Selen; Hall, Justin; Koku, Paul. (2015). Consumers' Religious Beliefs and Their Attitudes toward Cause-Related Marketing, 6th Global Islamic Marketing Conference, Istanbul, Turkey
  • Koku, Paul; Jusoh, O.. (2015). Peace Marketing: The Role of Islamic Marketing, Proceedings of the 6th Global Islamic Marketing Conference, Istanbul, Turkey
  • Koku, Paul; Savas, Selen; Jusoh, O. (2015). Peace Marketing: The Role of Islamic Marketing, 6th Global Islamic Marketing Conference, Istanbul , Turkey
  • Koku, Paul. (2015). Marketing Dispossession: A Strategy for Financial Institutions, Proceedings of the Institute of Knowledge Management (TIIKM), Colombo, Sri Lanka
  • Hoque, Ariful; Koku, Paul. (2014). Carbon Emission Reduction Policy in Australia: Lessons and Implications, The Academy of Taiwan Business Management Review, 10(2), 25-33
  • Koku, Paul. (2014). Corporate Governance in Developing Countries: The Case of Private Universities in Ghana, Rossi Smith
  • Koku, Paul; Savas, Selen. (2014). On Corporate Social Responsibility and Islamic Marketing, Journal of Islamic Marketing, 5(1), 33-48
  • Koku, Paul. (2014). The Learned Intermediatry Doctrine: The Case of Advertising Medicine and Medical Devices in the United States, International Journal of Pharamceutical and Healthcare Marketing (for special issue on Law and Healthcare), 8(3), 284-294
  • Koku, Paul; Jusoh, Osman. (2014). Where do we go from here? Towards a Theory in Islamic Marketing, Journal of Islamic Marketing, 5(3), 366-378
  • Koku, Paul. (2014). Marketing the Services of Attorneys in the United States during Economic Downturn: The Case of Emotional Labor and Attorney Burnout, Proceedings of Global Business Conference, Dubrovnik, Croatia
  • Koku, Paul. (2014). The Twin Problems of Financial and Social Exclusion: The Voice of Affected in Ghana, Proceedings of Global Business Conference, Dubrovnik, Croatia
  • Koku, Paul. (2014). Over Promotion and the Learned Intermediatry Doctrine in Advertising Medicine and Medical Devices in the United States, Academy of Marketing Science, World Congress, Lima, Peru
  • Koku, Paul; Kamral, Hassan; Ariful, Hoque. (2014). Purchasing Power Parity in the SAARC Region: Evidence from Unit Root Test with Cross-Sectional Dependence, Australian Academy of Business & Social Sciences Conference (In Parternship with the Journal of Developing Areas), Kuala Lampur, Malaysia
  • Koku, Paul; Kamral, Hassan; Ariful, Hoque. (2014). Purchasing Power Parity in the SAARC Region: Evidence from Unit Root Test with Cross-Sectional Dependence, Proceedings of the Australian Academy of Business and Social Sciences Conference 2014, Kuala Lampur, Malaysia, 6 pages
  • Koku, Paul. (2014). Decision Making in Marketing and Finance - An Interdisciplinary Approach to Solving Complex Organization Problems, Palgrave MacMillan, 208
  • Koku, Paul; Savas, Selen. (2014). Why Do People Tip in Restaurants? An Exploratory Study on Emotional Contagion, Service Frontiers, The University of Miami, Miami, FL, USA
  • Savas, Selen; Hall, Justin; Koku, Paul; Jusoh, Osman. (2014). Is the Iranian Consumer Market Homogeneous or Heterogeneous? Some Preliminary Evidence, Global Islamic Marketing Conference, Kuala Lampur, Malaysia
  • Koku, Paul; Savas, Selen. (2014). Tipping and Zagat: A Critical Perspective Using Equity Theory, Global Islamic Marketing Conference, Kuala Lampur, Malaysia
  • Koku, Paul. (2014). Towards a Curriculum and Pedagogy in Islamic Marketing, Global Islamic Marketing Conference, Kuala Lampur, Malaysia
  • Koku, Paul. (2013). Consumer Attitude Toward Offshoring of Professional Services in the United States: An Exploratory Study, 15th Cross-Cultural Research Conference, Antigua, Guatemala
  • Koku, Paul; Savas, Selen. (2013). Corporate Social Responsibility and Islamic Marketing: Some Basic Lessons, International Journal of Social Entrepreneurship and Innovation, 2(4), 331-344
  • Koku, Paul; Janek, Ratnatunga. (2013). Green Marketing and Misleading Statements: The Case of Saab in Australia, Journal of Applied Managerial Accounting Research (JAMAR), 11(1), 1-7
  • Hoque, Ariful; Koku, Paul. (2013). The Carbon Tax in Australia and its likely Effects, Congress on Economy, Finance, and Business Conference, Bangkok, Thailand
  • Koku, Paul; Janek, Ratnatunga. (2013). Product Tampering in the U.S.: Some Public Policy and Marketing Implications, Proceedings of the Society of Marketing Advances, Orlando, FL
  • Koku, Paul. (2013). Outsourcing of Professional Services in the United States, Services Frontiers Conference on Services, Taipei, Taiwan
  • Koku, Paul; Savas, Selen. (2013). Corporate Social Responsibility and Islamic Marketing: Some Basic Lessons, Global Islamic Marketing Conference, Istanbul, Turkey
  • Koku, Paul; Savas, Selen. (2013). Corporate Social Responsibility and Islamic Marketing: Some Basic Lessons, 4th Global Islamic Marketing Conference, Istanbul, Turkey
  • Koku, Paul; Jusoh, Osman. (2013). Where do we go from here? A Research Agenda for Islamic Marketing Borrowing from Social Marketing, Global Islamic Marketing Conference, Istanbul, Turkey
  • Koku, Paul. (2012). On The Effectiveness of Consumer Boycotts Organized through the Internet: The Market Model, Journal of Services Marketing, 26(1), 20-26
  • Koku, Paul; Janek, Ratnatunga. (2012). On the Legal Liabilities of Product Tampering: The Case of the U.S. Markets, The Academy of World Business, Marketing, and Management Developement, Budapest, Hungary
  • Bushong, Greg; Koku, Paul. (2012). Look Before You Leap–Marketing Help for Small Firms, The CPA Journal, 82(5), 52-59
  • Koku, Paul. (2011). On Boycotts Organized through the Internet, Journal of Marketing Development and Competitiveness, 5(6), 83-93
  • Koku, Paul; , . (2011). Natural Market Segments - Religion and Identity: The Case of "Zongos" in Ghana, Journal of Islamic Marketing, 2(2), 177-185
  • Koku, Paul; , . (2011). On the Connection between R & D, Selling Expenditures, and the Profitability In the Pharmaceutical Industry Revisited, Journal of Strategic Marketing, 19(3), 273-283
  • Hina, Khan; Padmali, Rodrigo; Koku, Paul. (2011). Serving Global Consumers with a Local Mind Set: An Investigation of Consumers' Perception of offshore Call Centers' Services, International Council for Small Business (ICSB) World Conference, Stockholm, Sweden
  • Koku, Paul. (2011). Natural Market Segments - Reglion and Identity: The Case of "Zongos" in Ghana, Global Islamic Marketing Conference, Dubai, UAE
  • Koku, Paul; Acquaye, Hanna. (2011). Who is Responsible for Rehabilitating the Poor? The Case for Church-Based Financial Services for the Poor, Journal of Financial Services Marketing, 15(4), 346-356
  • Koku, Paul. (2011). Prices and Related Issues in SMEs, Entrepreneurship Marketing: Principles and Practice of SME Marketing, Routledge Publishing(1st)
  • Koku, Paul. (2010). R & D Expenditure and Profitability in the Pharmaceutical Industry in the United States, Journal of Applied Managerial Accounting Research, 8(1), 35-42
  • Koku, Paul. (2010). Consumer Boycotts though the Internet, Academy of Marketing Sciences Annual Conference, Portland, Oregon
  • Koku, Paul. (2009). Consumer Attitude toward Outsourcing of Technical Support Services: An Exploratory Study, Services Marketing Quarterly, 30(4), 315-332
  • Koku, Paul. (2009). Doing Well By Doing Good - Marketing Strategy to Help the Poor: The Case of Commercial Banks in Ghana, Journal of financial Services Marketing, 14(2), 135-151
  • Koku, Paul. (2009). Innovations in the Pharmaceutical Industry and the Stock Market’s Reaction: Does the Business Cycle Matter?” in Stock Returns: Cyclicity, Prediction, and Economic Consequences, Nova Science Publishers, Inc.
  • Koku, Paul. (2009). Medical Entrepreneurship: Some Policy Guidance, Marketing and Entrepreneurship, 550-556
  • Koku, Paul. (2009). Service-to-Service Marketing: Relationships between Law Firms and Hospital, Journal of Services Marketing, 23(3), 165-174
  • Koku, Paul; Smith, Allen. (2009). “Signaling through Craftsmanship: Managerial and Strategic Implications,”, The Academy of Marketing Sciences' Biennial Conference(July)
  • Koku, Paul. (2009). “The Impact of High Technology on Healthcare Delivery – The Marketing Challenge”, Marketing and Entrepreneurship(November), 1037-1043
  • Koku, Paul. (2009). “The Information Content and the Stock Market’s Reaction to, Journal of Applied Managerial Accounting Research, 7(1), 21-36
  • Koku, Paul. (2009). “Which law do your marketers know? Some legal issues on price discrimination,” , The Academy of Marketing Sciences' Biennial Confeence(July)
  • Koku, Paul. (2007). “An Examination of Consumer Attitude Toward Outsourcing of Technical Support Services.” , Proceedings of the Society for Marketing advances(November)
  • Koku, Paul. (2007). “New Product Announcements and the Stock Market Reaction: The Case of the Computer Industry,”, Proceedings of the Academy of Marketing Sciences' Biennial Conference(July)
  • Koku, Paul. (2007). “Some Significant Factors That Influence Tipping in Service Encounters Outside the Restaurant Industry in the United States,” , Services Marketing Quarterly, 29(1), 23-45
  • Koku, Paul. (2007). “Turf Wars or a Misunderstanding of Roles: An Examination of the Relationship between Marketers and Lawyers within the Corporation,” , Journal of Services Marketing, 21(1), 15-23
  • Koku, Paul. (2006). Contract Theory, by Patrick Bolton and Mathias Dewatripont (The MIT Press, Cambridge, Massachusetts. 2005, p xvi +724) reviewed by Paul Sergius Koku in Journal of Business to Business Marketing (2006), Vol. 13, #2, 91-95. , MIT Press, in Journal of Business to Business Marketing, Cambridge, MA, US, 13(2), 91-95
  • Koku, Paul. (2006). “An Alternative Competitive Banking Strategy for Developing Countries,”, Conference on Banking Services by International Journal of Bank MArketing(November)
  • Koku, Paul. (2006). “An Analysis and the Effects of Class-Action Lawsuits,” , Journal of Business Research, 59, 508-515
  • Koku, Paul. (2006). “An Exploratory Study on Factors Which Influence Tipping in the U.S. Outside the Restaurant Industry,” , Proceedings of Cultural Perspectives in Marketing by Academy of Marketing Science and The Korean Academy of Marketing Science(June)
  • Koku, Paul; Qureshi, Anique. (2006). “Analysis of the Effects of Settlements of Interfirm Lawsuits,” , Managerial and Decision Economics, 27(4), 307-318
  • Koku, Paul. (2005). “Is There A Difference In Tipping In Restaurant Versus Non-Restaurant Service Encounters, And Do Ethnicity And Gender Matter,” , Journal of Services Marketing, 19(7), 445-452
  • Koku, Paul. (2005). “Towards an Integrated Marketing Strategy for Developing Markets,”, Journal of Marketing Theory and Practice, 13(4), 8-21
  • Koku, Paul; Qureshi, Anique. (2004). Overconfidence and the Performance of Business Students on Examinations, Journal of Education for Business, 79(4), 217-224
  • Koku, Paul. (2002). "The Use of Time by Management and Consumers: An Analysis of the Computer Industry”by Paul Sergius Koku , Chapter 10, in Making Time - Time and Management in Modern Organizations, Oxford University Press, Oxford, United Kingdom
  • Koku, Paul. (2002). Market Forces and the Rule of Law as a Means of Improving the Quality of Life in Sub-Saharan Africa: Ghana, A Case of Critical Analysis, International and Comparative Law Review, 10, 23-35
  • Siegel, J.; Shim, J.; Walker, J.; Qureshi, A.; O'Callaghan, S.; Koku, Paul. (2002). The Artificial Intelligence Handbook - Business Applications in Accounting, Banking, Finance, Management, and Marketing, Thomson: South-Western, Mason, Ohio, US
  • Koku, Paul; Qureshi, Anique; Akhigbe, Aigbe. (2001). The Effects of News on Initial Corporate Lawsuits, Journal of Business Research, 53(1), 49-55
  • Koku, Paul. (1998). Information Management and the Profitability of Firms in the Field of Medical Technology, International Journal of Technology Management, 15(3/4/5), 322-335
  • Koku, Paul. (1998). Innovations and Information Management in the Food Industry, The British Food Journal, 100(6), 278-285
  • Koku, Paul. (1997). Corporate Name Change Signaling in the Services Industry, Journal of Services Marketing, 11(6), 392-408
  • Koku, Paul; Jagpal, S.; Viswanath, V.. (1997). The Effect of New Product Announcements and Preannouncements On Stock Price, Journal of Market-Focused Management, 2(2), 183-199
  • Koku, Paul; Springer, Thomas. (1997). The Financial Implications of Threats of Boycott and Boycotts, Journal of Business Research, 40(1), 15-20
  • Koku, Paul. (1997). What Is In A Name? The Impact of Strategic Name Change on Student Enrollment in Colleges and Universities, Journal of Marketing for Higher Education, 8(8), 53-69
  • Koku, Paul. (1995). On Bizarreness in the Entertainment Industry, Journal of Services Marketing, 9(4), 19-30
  • Koku, Paul. (1995). Price Signaling: Does it Ever Work?, Journal of Consumer Marketing, 12(1), 45-49
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