Texas Tech University

Kelli M. Frias, Ph.D.

Assistant Professor
Marketing and Supply Chain Management

Email: kelli.frias@ttu.edu

Phone: 806.834.7925

Office Hours: 

Room Number: W330

Education: Ph.D., University of Arizona (2011)

Area of Expertise: Market Strategy, Commercialization of Technology, Marketing for Early-Stage Ventures, Entrepreneurship  

Website:  http://professorkellifrias.com


Kelli M. Frias

About Kellilynn

Kellilynn M. Frias is an Assistant Professor at Texas Tech University. Her research agenda focuses on understanding the factors that impact a firm's decision on "where to participate in the value chain" or "what to sell". Specifically, in the context of high-technology innovations, her research investigates the three principal ways innovators can commercialize their innovations: market intellectual know-how (via licensing and/or proof-of-concept), market intermediate products (sell components/sub-systems), or market end-products (sell complete systems/solutions). She studies these fundamental strategic options – called product-form choice – and the impact of key technology, firm-level and environmental factors on this decision. Her work has been published in Organization Science. Her teaching interests include marketing strategy, business-to-business marketing, marketing of innovations and new product development, and marketing and law.


  • Frias, Kellilynn M. and James Carver (In press). Examining the "Service" of Business Education for Women: A Service-Dominant Logic Perspective. Educational Philosophy and Theory: Encyclopedia Special Issue on Gender and Education.
  • Ghosh, Mrinal, Kellilynn M. Frias, and Robert F. Lusch (2015), "Choosing Value-Chain Locations in Marketing Channels: Integrating Service-Dominant Logic and Product-Form Strategy Perspectives," Handbook of Research on Distribution Channels, Rajiv Dant and Chuck Ingene (Eds.).
  • “The Application of Transdisciplinary Theory and Practice to STEM Education,” Susan Back, Heather Greenhalgh-Spencer, and Kellilynn M. Frias, Handbook of Research on Technology Tools for Real-World Skill Development, Yigel Rosen, Steve Ferrara and Maryam Mosharoff (Eds.), 2015.
  • Ertas, Atila, Kellilynn Frias, Derrick Tate, and Susan Back (2015), "Shifting Engineering Education from Disciplinary to Transdisciplinary Practice," International Journal of Engineering Education, (31) 1, 94-105.
  • Lo, Desmond, Kellilynn M. Frias, and Mrinal Ghosh (2012), "Price Formats for Branded Components in Industrial Markets: An Integration of Transaction Cost Economics and the Resource-Based View," Organization Science, 23 (5), 1282-1297.
  • Sierra, Jeremy J, Nina Compton, and Kellilynn M. Frias (2008), "Brand Response-Effects of Perceived Sexual Harassment in the Workplace," Journal of Business & Management, 14 (2), 175-197.

Current Research

  • "Risk perceptions of Early-Stage Venture Proposals: Aspiring versus Experienced Entrepreneurs," (with Dale Duhan)
  • "Product-Form Strategy: Determining Product-Scope for Early-Stage Ventures," (with Mrinal Ghosh, and Robert F. Lusch)
  • "Product-Market Fit: Product-Form Strategy," (with  Mrinal Ghosh, and Robert F. Lusch)
  • "Intellectual Property Enforceability and Product-Form Strategy," (with Mrinal Ghosh)
  • "The Role of Intermediaries in Highly-Regulated Channels," (with Madhu Viswanathan)

Grants, Awards, and Honors

  • VentureWell Faculty Grant, $18,000: Integrative E-Learning Course: Bringing together Business, Engineering, and students with Autism Spectrum Disorder (ASD), 2015
  • National Science Foundation (NSF), Icorps L Commercialization Grant, $50,000:CyberExercises, Instructional Module Development for Exercise-based Teaching Cyber-security Concepts, 2015
  • TEDxTexasTechUniversity 2013-2014, Co-Organizer
  • Ewing Marion Kauffman Foundation, Emerging Scholar Award
  • Institute for the Study of Business Markets, Dissertation Award 2010