Nathaniel Hartmann

Nathaniel Hartmann

Assistant Professor
Campus: Sarasota-Manatee
Room: C234
Phone: 941-359-4339

Nathan Hartmann is an assistant professor in the School of Marketing and Innovation and serves as a senior researcher for the newly created Marketing and Sales Innovation Center. He teaches basic marketing at the undergraduate level and marketing management at the graduate-level. 

Much of his research focuses on improving sales force effectiveness. He is interested in collaborating with companies to examine issues regarding salesperson performance, turnover, compensation, training, use of technology and virtual selling, among others. He is also interested in customer-related outcomes (i.e., satisfaction, loyalty, profits), and sales manager activities and outcomes. His other research interests include various topics in marketing strategy, innovation and entrepreneurship. His research has appeared in the Journal of Marketing,  the Journal of the Academy of Marketing Science, the Journal of Service Research, the Journal of Product Innovation Management and the Journal of Personal Selling and Sales Management, among others. He has edited or is editing special issues in the Journal of Service Research and the Journal of Personal Selling and Sales Management. He was recently honored with the Shelby D. Hunt/Harold H. Maynard Award that recognizes the authors of the work in the Journal of Marketing that made the most significant contribution to marketing theory within the calendar year. He has also been recognized by the AMA New Horizons Faculty Consortium in Selling and Sales Management as an Up and Coming Researcher. His interviews and research have been featured in the media, generating millions of impressions.

Hartmann earned a PhD and MBA from Purdue University.


  • MAR 3023 - Basic Marketing
  • MAR 6815 - Marketing Management


  • Hartmann, N.N., Wieland, H., Brandon, G., and Habel, J. (2023) "Research on Sales and Ethics: Mapping the Past and Charting the Future," Journal of the Academy of Marketing Science.
  • Hartmann, N.N., Chaker, N., Lussier, B., Larocque, D., and Habel, J. (2023) "A Theory of Sales System Shocks," Journal of the Academy of Marketing Science.
  • Lussier, B., Hartmann, N.N., and Bolander, W. (2021) "Curbing the Undesirable Effects of Emotional Exhaustion on Ethical Behaviors and Performance: A Salesperson-Manager Dyadic Approach," Journal of Business Ethics, 169, 747-766.
  • Hartmann, N.N., and Lussier, B. (2020) "Managing the Sales Force through the Unexpected Exogenous COVID-19 Crisis," Industrial Marketing Management, 88, 101-111.
  • Hartmann, N.N., Wieland, H., and Vargo, S. (2018) "Converging on a New Theoretical Foundation for Selling," Journal of Marketing, 82 (2), 1-18.

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  • Wieland, H., Hartmann, N.N., and Vargo, S. (2017) "Business Models as Service Strategy," Journal of the Academy of Marketing Science, 45 (6), 925-943.

For additional published articles, see Google Scholar here.


  • Editorial Review Board Member for Journal of Personal Selling & Sales Management, Journal of Business Research, and Industrial Marketing Management.
  • National Conference in Sales Management Doctoral Track Co-Chair, 2015-2019.
  • Regular contributor of expert insights via media interviews