We will spotlight some of Behrend's student researchers, feature their current research topics, and teach you something fun about them. Our next spotlight is Benita Bowden. What is your major, and when will you graduate? Marketing with an interest in Data Analysis- I will receive my degree in the spring of 2025 What is your research area? Our research examines how data breaches affect a firm's marketing capabilities, which drive competitive advantage and firm performance. Despite its importance, existing literature provides little guidance on protecting these capabilities. Using marketing-finance and strategic leadership frameworks, we find that data breaches significantly weaken a firm's marketing capabilities. Furthermore, competition in the market intensifies this effect, while CEO networks and long-term compensation help mitigate it. When you were eight years old, what did you want to be when you grew up, and why? My 8-year-old self wanted to be a world traveler, just like my Dad. #behrend #UGresearch
