David Furse

Adjunct Professor of Management

Subject Area(s): Marketing, Entrepreneurship, Strategy and Business Economics

Dr. David Furse has over 30 years experience as a marketing professor, business entrepreneur and strategy consultant. He founded NCG Research, Inc., a consulting and market research firm and grew it into a leader in the healthcare outcomes measurement field. His list of clients served includes The Johns Hopkins Hospital, Cedars Sinai Medical Center, Massachusetts General Hospital, Cleveland Clinic Health System, Hospital Corporation of America, American Healthways, Bridgestone/Firestone, SunTrust Bank, Nortel, and Procter & Gamble.

Dr. Furse has published articles on marketing and market research in business and healthcare journals, including Journal of Marketing, Journal of Marketing Research, Journal of Advertising Research, Journal of Consumer Research, Journal of Healthcare Marketing, and Business Horizons. He co-authored the book, Effective Television Advertising, based on the results of a major study funded by the Marketing Research Institute. Dr. Furse re-joined the Owen Graduate School of Management faculty at Vanderbilt University in 2002 after an absence of 20 years as an entrepreneur and market researcher. He currently teaches the capstone strategy projects course and a special topics course, entitled Thinking Like a CEO, in the Executive MBA program. He also teaches courses in new product development in the MBA program and entrepreneurship in the Managerial Studies program for Vanderbilt undergraduates.

In addition to teaching, Furse is a popular speaker, consultant, and seminar leader. He received his Ph.D. in Business Administration from Georgia State University, his M.S. in Advertising from the University of Illinois, and his B.A. in Journalism from the University of Georgia. He also served as an army infantry lieutenant at the John F Kennedy Special Warfare School and with the Ninth Infantry Division in Viet Nam, where he was awarded the Bronze Star, Air Medal, and Purple Heart.

Education:
A.B., Journalism, University of Georgia
M.S., Advertising, University of Illinois
Ph.D., Marketing, Georgia State University

Other Course(s):
Entrepreneurship
Marketing Principles
Integrated Marketing Communication
New Product Development

Research Interest(s):
Marketing communications, television advertising message factors, and customer satisfaction measurement.

Area(s) of Expertise:
Strategic planning, branding, entrepreneurship, marketing communications management, and consumer behavior.