Research Areas research areas


  • Dr. Cinthia B. Satornino is an Assistant Professor in the Marketing department at the University of New Hampshire and serves as the Research Director for the Center for Sales Excellence at the Peter T. Paul College of Business and Economics at UNH. After earning an MBA at the University of Florida and spending more than a decade in corporate and institutional settings as a business professional and consultant, she attended Florida State University and earned her Ph.D. She has coauthored several publications, including award-winning articles in the Journal of Marketing, the Journal of Marketing Education, and the Journal of Personal Selling and Sales Management. Cinthia is a frequent speaker and panelist at practitioner and academic conferences and was invited to serve as a panelist for the Fulfilling America's Future: Latinas in the U.S. White House summit in Washington, D.C. in 2016. She was also recognized as one of the Top 40 Undergraduate Business Professors by Poets & Quants in 2017. Most recently, she and her coauthors earned the Marvin Jolson Award for Best Contribution to Selling and Sales Management Practice from JPSSM. Beyond her ongoing research, Cinthia continues to be an active consultant and frequently conducts marketing management and strategy workshops for both private and public organizations.
  • Selected Publications

    Academic Article

    Year Title
    2021 Artificial intelligence: The light and the darknessJournal of Business Research.  136:229-236. 2021
    2021 Selling your network: how political skill builds social capital and enhances salesperson performanceJournal of Personal Selling and Sales Management.  41:233-249. 2021
    2020 Whom to hire and how to coach them: a longitudinal analysis of newly hired salesperson performanceJournal of Personal Selling and Sales Management.  40:78-94. 2020
    2019 Beyond personality: an emergence view of influential consumersJournal of Consumer Marketing.  37:160-169. 2019
    2019 Puritan peers or egoistic entrepreneurs? Moral decay in lateral exchange marketsJournal of Consumer Marketing.  36:366-378. 2019
    2015 Social Networks Within Sales Organizations: Their Development and Importance for Salesperson PerformanceJournal of Marketing.  79:1-16. 2015
    2014 Sales Education EfficacyJournal of Marketing Education.  36:169-181. 2014
    2013 Multiobjective blockmodeling for social network analysis.Psychometrika.  78:498-525. 2013


    Year Title
    2017 A New Perspective on Value Creation and Marketing’s Dominant LogicBack to the Future: Using Marketing Basics to Provide Customer Value.  493-494. 2017
    2014 Cultivating Influential Consumers through Marketing Information and CommunicationsAdvances in Marketing: Transformational Marketing2014
    Birds of a Feather Should Not Flock Together: The Downside of Homophily in Academic Mentoring Relationships
    Counteracting the “Bad Apple”: Disrupting Dark Organizational Networks to Enhance Performance through the Strategic Use of Market Information
    Dynamic Motivations of Collaborative Consumption
    Getting in Position: Antecedents of Social Network Centrality
    Reaping and Sowing: The Effects of Salesperson Networking Ability on Sales Performance Over Time
    Return on Networks: The Effects of Local and Global Team Network Characteristics on Key Marketing Outcomes
    The Effects of Hire Source on Newly Hired Salesperson Performance Growth Over Time


    Year Title
    2021 Creative Team Networks and Innovation Outcomes: The Effects of Context and Team Socio-Structural Factors in Creative Industries 2021
    2018 A New Perspective on Value Creation and Marketing’s Dominant Logic: An Abstract.  493-494. 2018
    2017 The Case for Adopting Blockmodeling in Human Resource Management Research: Examples in Analyzing Social Networks and HRM SystemsResearch in Personnel and Human Resources Management. 215-241. 2017

    Teaching Activities

  • Topics/Sales Management Taught course 2022
  • Marketing Taught course 2021
  • Marketing Taught course 2021
  • Full Name

  • Cinthia Satornino