James Burroughs headshot

James E. Burroughs

Rolls-Royce Commonwealth Professor of Commerce
Unit: McIntire School of Commerce
Department: McIntire School of Commerce
Office location and address
509 Rouss & Robertson Halls
40 South Lawn
Charlottesville, Virginia 22904
Ph.D., Business (Marketing), University of Wisconsin–Madison
M.B.A., University of Wisconsin–Madison
B.B.A., University of Wisconsin–Madison

Professor Burroughs works and teaches in the area of consumer behavior, focusing specifically on such topics as materialism, consumer culture, and consumer creativity. His interest is in the role and status people accord products in their lives and the meanings they derive from product ownership and use. He has also recently been very active in transformative consumer research, which is consumer research that examines how consumption activities impact personal and societal well-being.

Professor Burroughs has published his research in such journals as Journal of MarketingJournal of Consumer Research; and Journal of Consumer Psychology, among others. His research has also appeared in numerous academic books such as Handbook of Consumer Psychology and Transformative Consumer Research for Personal and Collective Well-Being. He is currently an associate editor of Journal of Consumer Research and has served on the editorial review board of this journal the past 6 years. He also currently serves on the editorial review board of Journal of Public Policy & Marketing. Professor Burroughs is a past advisory board member of the Association for Consumer Research and continues to be active in this organization and other professional marketing and consumer research societies. At the McIntire School, Professor Burroughs teaches courses in consumer behavior, as well in the School’s integrated third-year curriculum (ICE). He also recently taught a course on marketing and society at HEC Paris.

COMM 3020: Behavioral Issues in Marketing and Management
Credits: 4
Studies the interaction of human behaviors both within the organization and within the business environment. Discusses personal effectiveness and interpersonal skills and introduces the marketing management process. Topics include individual differences, leadership, conflict resolution, group decision making, creating high-performance teams, globalization of markets and measuring markets, consumer markets and consumer behavior, developing communication strategies, organizational markets, organization buying behaviors, market segmentation, management of products and services, the use of the Internet and other promotion tools, and marketing decision systems. Prerequisite: Third-year Commerce standing.
COMM 3330: Marketing Research & Analytic Techniques
Credits: 3
The basic objective of this course is to develop a general understanding of research methodology as a prerequisite to the intelligent use of research results in marketing management. Thus, the course is designed to provide an introductory background that enables the student to evaluate the potential value of proposed research and to assess the relevance, reliability, and validity of existing research. This research-evaluation ability requires knowledge of the language and techniques of marketing research, including research designs, data collection instruments, sample designs, and varieties of data analysis. Prerequisite: Second-semester, third-year Commerce standing or permission of instructor.
COMM 4381: Developing and Managing Innovative New Products
Credits: 3
Developing innovative products is the lifeblood of the firm, yet many product introductions fail due to improper design, unrealistic expectations or a failure to understand the consumer. This course will dissect the new product development process, including creative ideation, concept testing, prototyping, and entry strategies. Concepts such as open source innovation, disruptive technologies, and the diffusion of innovations are also considered.
GCOM 7190: Developing and Managing Innovative New Products
Credits: 3
Developing innovative products is the lifeblood of the firm, yet many product introductions fail due to improper design, unrealistic expectations or a failure to understand the consumer. This course will dissect the new product development process, including creative ideation, concept testing, prototyping, and entry strategies. Concepts such as open source innovation, disruptive technologies, and the diffusion of innovations are also considered.
GCOM 7549: Commerce in the Global Context
Credits: 1–4
A full understanding of commerce requires an appreciation of the context in which all business occurs. Commerce in the Global Context builds upon GCOM 7870 (Foundations of Global Commerce), introducing students to business in a variety of regions of the world as well as important topics in global business.
GCOM 7550: Topics in Global Immersion Experience
Credits: 1–5
Global immersion experience course options for M.S. in Commerce students.
GCOM 7654: Researching & Writing a Global Business Thesis I
Credits: 3
This course focuses on researching and writing a thesis on a global business topic. Students will identify and defend a thesis topic, review significant literature, refine thesis research methodology, present thesis proposal ideas for class critique, revise and formally defend a thesis proposal, and begin initial research. The approved thesis proposal will launch research that will culminate in a formal thesis defense in the spring session.
GCOM 7660: Global Supply Chain Management
Credits: 2
This course leads students to investigate key operational issues in managing global operations and supply chains. It delivers the latest theories, principles, and methods of modern operations management and global supply chain management. The course relies on case discussions, lectures, readings, and assignments. The principal pedagogy for this course is instructor-led, group discussion of the results of analyses performed by students.
GCOM 7661: Consumer Behavior Across the Globe
Credits: 3
This course will explore the process of consumer decision-making and its determinants, and the resulting implications for marketing strategy. Concepts and theories covered in this course are essential for consumer analysis and development of effective marketing strategies. In addition, the course will develop understanding of consumer behavior by exploring theoretical concepts borrowed from fields such as psychology, sociology, and economics.
GCOM 7662: International Financial Management
Credits: 2
This course aims to provide today's non-financial managers with sufficient understanding of fundamental concepts and tools of financial management in international settings to be effective global managers.The course will review the institutional use and valuation of financial instruments such as currency futures, currency options, and swaps. We will discuss hedging against exchange rate risk. The course will use a highly applied orientation.
GCOM 7663: Doing Business: China
Credits: 1
This course will examine the business context of China, including Taiwan and Hong Kong. This course follows the "Doing Business: U.S." course and precedes the "Doing Business: European Union" course.
GCOM 7671: Sustainability and Corporate Social Responsibility
Credits: 2
The objective of the course is to present the students with some tools and methodologies to understand, interpret and manage sustainability in a corporate setting. Different companies refer to sustainability management using different terms, such as CSR, compliance, social impact, or shared value among others, but for our purposes these are all synonymous.
GCOM 7672: Managing Innovation in Global Operations
Credits: 2
This course seeks to familiarize students with concepts and models relevant to innovators and entrepreneurs. The course focuses on key aspects of the entrepreneurial process. It also seeks to prepare students to lead an innovative company beyond the scope of a startup, and to understand processes of corporate entrepreneurship, including those in large multinational firms. The course explores how to identify innovation while managing uncertainty.
GCOM 7673: Cross-Border M&A and Strategic Alliances
Credits: 2
This course is designed to give students an introduction to the complex world of strategic alliances seen as an integrated process rather than watertight compartments of finance, business policy and human resources. By the end of the course, students should have grasped the complexity of such alliances, the risks they entail, and ways to increase critical success factors.
GCOM 7674: Doing Business: EU
Credits: 2
This course covers the global nonmarket environment of the internationalized firm, with a special focus on Europe. First we cover the geopolitical dynamics as the overarching trends in a globalized economy. We then cover the European economy. The European Union, its politics and institutions are introduced prior to focusing on lobbying at the EU level. This course is provides an introduction to nonmarket strategy at an international level.
GCOM 7675: Business Game: Practicing Strategy Globally
Credits: 2
This course aims to provide students with experience and top management vision, while validating and assessing the necessity of proven business management tools. The course provides the experience of managing an organization in a rapidly moving, competitive environment. The business simulation is an interactive experience integrating business administration's and strategic management's most relevant concepts.
GCOM 7676: Researching & Writing a Global Business Thesis II
Credits: 5
This course involves the research and completion of a written thesis on an approved global business topic and culminates in a formal thesis defense.
GCOM 7677: Negotiation and Conflict Resolution in a Global Context
Credits: 2
This course builds on the Strategic Leadership course offered in the fall. It draws on insights from psychology and behavioral economics to explore negotiations and conflict management in organizational settings. The course's interactive format develops students' ability to negotiate strategically for individual and organizational success, and to handle conflict effectively in cross-cultural contexts.
GCOM 7881: Doing Business in Oceania
Credits: 5
This course focuses on doing business in Oceania. Coursework consists of classroom instruction, corporate visits, and cultural experiences to help students better understand the global business environment.