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Rowena Crabbe
Visiting Assistant Professor of Marketing at Virginia Tech - Pamplin College of Business
Rowena Crabbe is an Assistant Professor of Marketing at the McCombs School of Business, University of Texas at Austin.13 She previously served as a Visiting Assistant Professor of Marketing at Virginia Tech - Pamplin College of Business from January 2018 to August 2022.3
Dr. Crabbe holds a Ph.D. in Sociology from the University of Illinois Chicago, an M.S. in Business Administration with a focus on Marketing Research from Virginia Tech, and a B.A. in Marketing Management from Virginia Tech.13
Her research focuses on the intersection of marketing, social justice, and equality, with particular emphasis on companies' narratives on social issues such as racial justice, gender equity, and LGBTQ+ rights.12 She also studies the unique challenges and marketing strategies of Black entrepreneurs.1
Prior to her academic career, Crabbe worked as an Associate Consultant at The Cambridge Group and held various research and analysis positions at The Nielsen Company.3
At the University of Texas at Austin, she teaches courses on the influence of marketing in society at both undergraduate and MBA levels.1 Crabbe is known for her interactive teaching style and her ability to bring a unique perspective to class discussions by leveraging her industry experience in diversity and inclusion, consulting, and corporate social responsibility.1
