University of ArizonaNorton School of Family and Consumer Sciences


Anita D. Bhappu, Ph.D.

Associate Professor
Honors Professor
Retailing and Consumer Sciences
650 N Park Ave
Tucson, Arizona 85721-0078
(520) 621-5948

As a management scholar and consumer scientist, Dr. Bhappu is an expert on digital retailing and service delivery, as well as workplace diversity and collaboration. In her role as Co-Director of the Consumers, Environment and Sustainability Initiative, Dr. Bhappu has been studying the sharing economy for the past several years. Her current research examines how organizations can build employee engagement and inclusion by promoting collaborative consumption among coworkers. She is now the Founder and CEO of Sharing Tribes LLC, a Tucson-based startup that is developing a software-as-a-service platform based on this research. Dr. Bhappu was previously on the business school faculty at Southern Methodist University and Georgetown University. Prior to her academic career, she was a product development engineer for Procter and Gamble.

Areas of expertise: 

Sharing Economy

Digital Retailing

Diversity in Organizations

Team Collaboration

 

 

 

 

Research Focus: 

It was my experience at Procter & Gamble working in international technology coordination that led me to pursue graduate studies in organizational behavior and inspired my initial research on enhancing the impact of diversity in teams. My research on customer interactions and service delivery blossomed during a survey methods course in graduate school and has led to more recent studies of digital coupons and mobile retailing. My current research on collaborative consumption in the workplace stems from discussions about the sharing economy with my Millennial students. I am especially interested in opportunities to consult and collaborate with industry partners on research projects.

Current Projects: 

Bhappu, Anita D. The sharing economy within organizations: Building employee engagement through collaborative consumption. In preparation.

Ligon, Victoria K. & Bhappu, Anita D. Shop more, buy less: A qualitative investigation into consumer decisions that lead to food waste in U.S. households. In preparation.

Andrews, Jennifer G. & Bhappu, Anita D. Why consumers don’t redeem grocery coupons: Service design challenges in the couponing process. In preparation.

Schultze, Ulrike & Bhappu, Anita D. Moving peer-to-peer ridesharing platforms into an organizational context: Design implications for managing IT-enabled CSR programs. Under review.

Bhappu, Anita D. & Schultze, Ulrike. Zimride: Insights about the business-to-business-to-peer-to-peer business model of ridesharing platforms in organizations. Under review.

Bhappu, Anita D. & Lawry, Charles A. Consumers’ intent to use in-store mobile services: A formative survey measure. Under review.

Bhappu, Anita D. & Giambatista, Robert C. Asymmetric effects of communication media on group cohesion: Expectations and attributions for team conflict in diverse and homogenous teams. Revise and resubmit invited.

Zellmer-Bruhn, Mary E., Maloney, Mary M., Bhappu, Anita D., & Meyer, Bertolt. The subjective experience of team diversity: Examining changes in individual perceived similarity to the team over time. Revise and resubmit invited.

 

Subjects Taught: 

Omnichannel Retailing (RCSC 434)

Introduction to Retailing (RCSC 214)

Consumers, Environment & Sustainable Consumption (RCSC 150B1)

Senior Capstone — Retail Consulting & Entrepreneurship (RCSC 498)

Consumer Behavior (RCSC 340)

Select Publications: 

Bhappu, Anita D., Wong, Mike & Liao, Eko. (2014) Negotiating through darkness: A reflection. Tan Pan: The Chinese-English Journal on Negotiation.

Bhappu, Anita D., Lawry, Charles A., Garf, Rob (2014) Digitizing the store – The new wave of online and offline convergence. Research report published by the National Retail Federation.

Lawry, Charles A., Kaufman, Sanda & Bhappu, Anita D. (2013) Redefining beauty: Negotiating between consumerism and conservation of natural environments. In Christopher Honeyman, James Coben, Andrew Wei-Min Lee (Eds.), Rethinking Negotiation Teaching: Educating Negotiators for a Connected World.

Lawry, Charles A., Kaufman, Sanda & Bhappu, Anita D. (2013) Redefining beauty: Negotiating between consumerism and conservation of natural environments. Reprinted in Hamline Journal of Public Law & Policy.

Bhappu, Anita D., Lawry, Charles A. & Garf, Rob (2013) Who are digital divas and why should retailers care? Research report published by Demandware.

Giambatista, Robert C. & Bhappu, Anita D. (2010) Diversity’s harvest: Interactions of diversity sources and communication technologies on creative group performance. Organizational Behavior and Human Decision Processes.

Bhappu, Anita D., Ebner, Noam, Kaufman, Sanda & Welsh, Nancy. (2009) Online communication technology and relational development. In Christopher Honeyman, James Coben, Guiseppe de Paulo (Eds.), Rethinking Negotiation Teaching: Innovations for Context and Culture.

Ebner, Noam, Bhappu, Anita D., Brown, Jennifer G., Kovach, Kimberlee K. & Schneider, Andrea K. (2009) You’ve got agreement: Negoti@ting via email. In Christopher Honeyman, James Coben, Guiseppe de Paulo (Eds.), Rethinking Negotiation Teaching: Innovations for Context and Culture.

Zellmer-Bruhn, Mary E., Maloney, Mary M., Bhappu, Anita D., & Salvador, Rommel. (2008) When and how do differences matter? An exploration of perceived similarity in teams. Organizational Behavior and Human Decision Processes.

Bhappu, Anita D. & Schultze, Ulrike. (2006) The role of relational and operational performance in B2B customers’ adoption of self-service technology. Journal of Service Research.

Schultze, Ulrike & Bhappu, Anita D. (2006) Internet-based customer collaboration: Dyadic and community modes of co-production. In Ned Kock (Ed.), E-Collaboration in Modern Organizations: Initiating and Managing Distributed Projects.

Bhappu, Anita D. & Barsness, Zoe I. (2006) Potential effects of using email to negotiate. In Andrea Schneider and Christopher Honeyman (Eds.), The Negotiator’s Handbook.

Schultze, Ulrike & Bhappu, Anita D. (2005) Incorporating self-serve technology into co-production designs. International Journal of E-Collaboration.

Barsness, Zoe I. & Bhappu, Anita D. (2004) At the crossroads of technology and culture: Social influence, information sharing, and sense-making processes during negotiations. In Michele Gelfand and Jeanne Brett (Eds.), The Handbook of Negotiation and Culture.

Bhappu, Anita D., Zellmer-Bruhn, Mary, & Anand, Vikas. (2001) The effects of demographic diversity and virtual work environments on knowledge processing in teams. In Michael Beyerlein, Douglas Johnson, and Susan Beyerlein (Eds.), Advances in the Interdisciplinary Study of Work Teams: Virtual Teams, volume 8.

Gutek, Barbara A., Cherry, Bennett, Bhappu, Anita D., Schneider, Sherry, & Woolf, Loren. (2000) Features of service relationships and encounters. Work and Occupations.

Bhappu, Anita D. (2000) The Japanese family: An institutional logic for Japanese corporate networks and Japanese management. Academy of Management Review.

Gutek, Barbara A., Bhappu, Anita D., Liao-Troth, Matthew A., & Cherry, Bennett. (1999) Distinguishing between service relationships and service encounters. Journal of Applied Psychology.

Bhappu, Anita D., Griffith, Terri L., & Northcraft, Gregory B. (1997) Media effects and communication bias in diverse groups. Organizational Behavior and Human Decision Processes.



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