Texas Tech University
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Kellilynn M. Frias

Rawls College of Business

Kellilynn Frias

Dr. Kellilynn Frias is an assistant professor of marketing. Her teaching interests include:

Professor Frias' research focuses on understanding the factors that impact a firm's decision of "what to sell." Specifically, in the context of high-technology innovations, her research investigates the three principal ways in which innovators can commercialize their innovations:

She studies these fundamental strategic options – called product-form choice – and the impact of key technology, firm-level and environmental factors on this decision.

Professor Frias worked in the field of labor relations and corporate litigation prior to entering graduate school.

She received her Ph.D. in marketing from the University of Arizona in 2011. She is a Kauffman Dissertation Fellow as well as the recipient of an Institute for the Study of Business Markets Dissertation Proposal Prize.