Cal Poly

Orfalea College of Business

Norm Borin

Norm Borin

Phone 805-756-1762
Fax 805-756-6347

Office Hours

Marketing Professor

Norm Borin


  • Ph.D., Darden Graduate School of Business, University of Virginia
  • MBA, California State University — Sacramento
  • BS, Wildlife Fisheries University of California — Davis

Teaching Specializations
Product Management, Marketing Strategy and Market Planning, Sustainable Marketing

Additional College/University Experience

  • Visiting Professor
    Universidad Nacional de Costa Rica
    Chiang Mai University, Thailand
    University of the Basque, Spain
    Copenhagen Business School, Denmark
    Seinajaki Polytechnic,  Finland
  • Instructor, McIntire School of Commerce, University of Virginia

Research Interests and Experience
Sustainable Marketing and Business Strategies, Retailing Strategies, Internet Advertising Effectiveness, Shelf Management Optimization Models, Channel Dynamics, Marketing Education Pedagogies

Selected Journal Publications
Decision Sciences, Journal of Retailing, Journal of Consumer Marketing, Journal of Marketing Education, Journal of Direct Marketing, Journal of Education for Business, Journal of the Academy of Business Education

Selected Articles
Borin, Norm, Joan Lindsey-Mullikin and R. Krishnan (2013), “Consumer Perceptions Of Varying Green Product Strategies” Journal of Product and Brand Management, Vol. 22 N. 2 118-128.

Borin, Norm, Doug Cerf and R. Krishnan (2011), “The Consumer Effects of Environmental Impact Included in Labeling Information” Journal of Consumer Marketing,,  Vol. 28 Iss: 1, pp.76 – 86. Received the 2012 Highly Commended Article of the Year Award from the Journal.

Borin, Norm and Lynn Metcalf  (2010) “Integrating Sustainability into the Marketing Curriculum: Learning Activities that Facilitate Sustainable Marketing Practices,”  Journal of Marketing Education.  V. 30 N. 2 August.  140-154.

Grewal, Dhruv, Krishnan R., Julie Baker and Norm Borin (1998), “The Effect of Store Name, Brand Name and price Discounts on Consumers’ Evaluations and Purchase Intentions,” Journal of Retailing, 74, 3, (Fall), 331-352.

Industry Experience

  • Stratx Simulations Advisory Board
  • Small Business Development Center Consultant


  • Best Marketing Instructor of the Year
  • Distinguished Teacher of the Year Cal Poly
  • Journal of Consumer Marketing, Highly Commended Paper of the Year
  • William Davidson Journal of Retailing Best Paper of the Year Award

Outside Interests
Hiking, bicycling, reading

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