Education
PhD (2006), Management & Marketing, Foodservice & Lodging, Iowa State University.
Dissertation: Psychological ownership theory: An application for the restaurant industry.
MBA (2001), Marketing/Finance, Iowa State University.
B.Sc. (1997), International Economic Relations, Armenian State University of Economics.
Courses
- Introduction to Marketing (BUS-255)
- Development and Fundraising (BUS-337)
- Brand Management (BUS-352)
- Global Consumer Behaviour (BUS-357)
- International Business (BUS-363)
- Sales Management (BUS-452)
- Entrepreneurship (BUS-461)
- Introduction to Economics: Micro (ECO-121)
- Introduction to Economics: Macro (ECO-122)
About
Dr. Asatryan is a passionate educator, entrepreneur, and researcher. He attained his PhD in marketing and MBA in Marketing / Finance from Iowa State University. Vahagn previously taught in the United States and headed a Business Centre where he, together with his students, consulted entrepreneurs on marketing strategies and business plan implementations. His diverse industry experiences in the banking and hospitality industries bring wealth of knowledge to our students. Dr. Asatryan has led organizations in North America (some listed on the TSX), Asia, and Europe to achieve success in customer experience excellence, positive organizational culture, and brand awareness. His research and consulting interests include consumer behaviour and decision making, as well as development of virtuous corporate culture and psychological ownership, which at times end up as Ivey business case publications. He fluently speaks and conducts business in three languages. Professor Asatryan is also passionate about application of Christian business principles and virtue ethics in emerging economies, especially those of the Former Soviet Union. He enjoys engaging students in real-life class projects and research. Vahagn’s passion in recent years has been the development of the creative and entrepreneurial talents of his students. Dr. Asatryan’s current scholarship focuses on the application of common grace and the Reformed philosophy of Herman Dooyeweerd in marketing practice and research.
Research Interests
- Consumer behaviour and decision making
- Ethical leadership and virtuous development
- Customer loyalty and satisfaction
- Customer relationship management
- Psychological ownership
- Experiential learning
- Christian perspectives on business and marketing
- Business virtue ethics and training
Selected Research Publications
Asatryan, Vahagn. “Marketing Redeemed: Toward a Reformational Perspective.” In Creation Regained: Disciplinary Perspectives, ed. Russell D. Kosits. Dordt Press, 2026.
Asatryan, Vahagn. “Reforming stakeholder ethics: A Reformed theological framework for business leadership.” Neocalviniana (2026): 1-7.
Asatryan, Vahagn and Matthew Schonewille. “Consumer Behavior and AI.” In AI in Marketing, ed. Hannah D. Walters and Rachel M. Hammond, 225-250. Routledge, 2025.
Asatryan, Vahagn S., Laurie G. Busuttil, Susan J. Van Weelden, and Grace de Gelder. “Homeland Foods: Fruit to Be Shared.” Ivey No. W25547 (case), W25548 (teaching note). London, ON: Ivey Publishing, 2022.
Asatryan, Vahagn S., Laurie G. Busuttil, Susan J. Van Weelden, and Grace de Gelder. “Homeland Foods: The Sweet Fruit of Growth.” Ivey No. 9B20A075 (case), 8B20A075 (teaching note). London, ON: Ivey Publishing, 2020.
Asatryan, Vahagn. “Ethical marketing.” Partners Worldwide Business SEVA Christian Business Conference. January 29. Invited keynote address. Bangalore, India, 2015.
Asatryan, Vahagn. “Promoting gifts of common grace in marketing.” Symposium on Common Grace in Business. Calvin College, Grand Rapids, MI. October 31, 2014.
Asatryan, Vahagn (Ed.). “Christian ethics and entrepreneurship.” Yerevan, Armenia, 2014.
Asatryan, Vahagn S., Lisa Slevitch, Robert Larzelere, et. al. “Effects of psychological ownership on students’ commitment and satisfaction.” Journal of Hospitality & Tourism Education 25, no. 4 (2013): 169-179.
Asatryan, Vahagn. “Taught or caught? The learning and teaching of virtues for future entrepreneurs.” Proceedings of the Kuyers Institute for Christian Teaching and Learning Conference on Virtues, Vices, and Teaching, Grand Rapids, MI. October 3-5, 2013.
Asatryan, Vahagn. “360 degree Christian business virtuousness.” Armenian Cultural Centre of Bulgaria. Invited Lecture/Workshop. Sofia, Bulgaria, May 18, 2013.
Asatryan, Vahagn. “Christian business principles: Applications in corrupt environments.” American University of Armenia. May 4. Invited Lecture/Workshop. Yerevan, Armenia, May 4, 2013.
Asatryan, Vahagn. “Preaching and pastoral care to promote virtuousness in business and society.” Gevorkian Theological Seminary. Invited Lecture/Workshop. Yerevan, Armenia, May 23 2013.
Awards and Certificates
- Fellowship, Acton University in Grand Rapids, MI, 2017
- Review board member, Journal of Biblical Integration in Business, 2011-present
- Council for Christian Colleges & Universities (CCCU) Grant, 2011, 2013
- RUC Internal Research Grants, 2011, 2013
- Certified Hospitality Educator (CHE), 2007
- Husson University Research Grant, 2006
Related Experience
- Associate Director, Richard E. Dyke Center for Family Business, Husson University.
- Assistant to Chairman of the Board and CEO, Trustbank, Inc.
- Sales Manager, Nicke, Ltd.