Willy Bolander

Carl DeSantis Associate Professor of Marketing
Willy Bolander
351 RBB
Academic Specialty
Selling and Sales Management

Ph.D., University of Houston
B.B.A., Kennesaw State University

Areas of Expertise

Interpersonal Influence
Selling and Sales Management
Implementing Change in Organizations

Dr. Bolander is Carl DeSantis Associate Professor of Marketing in the College of Business at Florida State University and is actively involved in the FSU Sales Institute. His research focuses on interpersonal influence and implementing change in organizations and has been published in various academic outlets, including the Journal of Marketing. Willy's insights have also been featured in a variety of non-academic business publications, including YFS MagazineAdvantages, the Military Times Edge, and 850 Magazine, discussing topics such as building trust with customers, objection handling, dealing with problem clients, and increasing sales during a sluggish economy.

Dr. Bolander teaches courses in selling and sales management to undergraduate, graduate, and corporate students. Most importantly, his students have gone on to build successful careers in some of the world's top sales organizations.

Selected Published Research

Full descriptions of these publications are available at: http://willybolander.com/research/.

  • “Toward an Optimal Donation Solicitation: Evidence from the Field of the Differential Influence of Donor-Related and Organizational-Related Information on Donation Choice and Amount,” Journal of Marketing (2018), 82 (2), 142-152 (with Tatiana Fajardo and Claudia Townsend)

  • “Exploring the Unintended Negative Impact of an Ethical Climate in Competitive Environments,” Marketing Letters (2017), 28 (4), 621-635 (with Bryan Hochstein and William Zahn)

  • “Managing New Salespeople’s Ethical Behaviors during Repetitive Failures: When Trying to Help Actually Hurts,” Journal of Business Ethics (2017), forthcoming (with William J. Zahn, Terry Loe and Melissa Clark).

  • “Time, Change, and Longitudinally Emergent Conditions: Understanding and Applying Longitudinal Growth Modeling in Sales Research,” Journal of Personal Selling and Sales Management (2017), 37 (2), 153-169 (with Riley Dugan and Eli Jones).

  • “Let’s Make a Deal:” Price Outcomes and the Interaction of Customer Persuasion Knowledge and Salesperson Negotiation Strategies,” Journal of Business Research (2017), 78, 81-92 (with Yvette Holmes, Lauren Beitelspacher and Bryan Hochstein).


  • “Does the Customer Matter Most? Exploring Strategic Frontline Employees’ Influence of Customers, Business Partners, and the Internal Sales Team,” Journal of Marketing (2016), 80 (1): 106-123 (with Christopher R. Plouffe, Joseph A. Coteand Bryan Hochstein).

    *This study was awarded the AMA’s Sales SIG Research Excellence Award, 2016.

  • “Social Networks within Sales Organizations: Their Development and Importance for Salesperson Performance,” Journal of Marketing (2015), 79 (6) 1-16 (with Cinthia Satornino, Doug Hughes and Gerald Ferris).

    *This study was awarded the AMA’s Sales SIG Research Excellence Award, 2015.

    *This study was awarded Ronald Copeland Best Paper Award, 2015.

  • “Sales Education Efficacy: Examining the Relationship Between Sales Education and Sales Success,” Journal of Marketing Education (2014), 36 (2), 169-181 (with Leff Bonney and Cinthia Satornino). 

    *This study was recognized as the best sales paper published in JME, 2014.

  • "Learned Helplessness among Newly Hired Salespeople and the Influence of Leadership" Journal of Marketing (2014), 78 (1), 95-111 (with Michael Ahearne, Jeff Boichuk, Zach Hall, Bill Zahn and Melissa Nieves).

  • "Which Influence Tactics Lead to Sales Performance? It's a Matter of Style" Journal of Personal Selling and Sales Management (2014), 34 (2), 141-159 (with Chris Plouffe and Joe Cote).

  • "Why Are Some Salespeople Better at Adapting to Organizational Change?" Journal of Marketing (2010), 74 (3), 65-79 (with Michael Ahearne, Son K. Lam, and John Mathieu).

  • "Managing the Drivers of Organizational Commitment and Salesperson Effort: An Application of Meyer and Allen’s Three-Component Model," Journal of Marketing Theory & Practice (2009), 17 (4), 335-350 (with Frank Fu and Eli Jones)

  • "Product Innovativeness, Customer Newness, and New Product Performance: A Time-Lagged Examination of the Impact of Salesperson Selling Intentions on New Product Performance," Journal of Personal Selling & Sales Management (2008), 28 (4), 351-364 (with Frank Fu and Eli Jones).

Honors and Awards
  • Journal of the Academy of Marketing Science Outstanding Reviewer Award - 2017
  • American Marketing Association Sales SIG Research Excellence Award – 2015, 2016.
  • Florida State University Junior Faculty Research Productivity Award – 2016.
  • Marketing Educator’s Association, Best Sales Paper in the Journal of Marketing Education – 2014.
  • Florida State University College of Business Emerging Scholar Award – 2014.
  • Florida State University Core Values Award – 2014.
  • Florida State University First Year Assistant Professor Research Award – 2012.
  • Honorable Mention, Academy of Marketing Science/Mary Kay Doctoral Dissertation Competition – 2011.
  • Jesse Jones Dissertation Completion Scholarship – 2011.
  • Finalist, Institute for the Study of Business Markets Doctoral Dissertation Award Competition – 2010.
  • University of Houston Graduate Teaching Excellence Award – 2010.
Interesting Facts

Willy lives in Tallahassee, FL with a small army of brilliant (and mostly adopted) children. In his free time he plays sports with his kids, practices guitar, and works with other foster and adoptive families on projects to support current foster families and recruit new families into the foster system. In a previous life, he played guitar in punk rock bands (and his back is still paying for it today!)