Robert Mackalski

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Robert Mackalski

Associate Professor of Practice, Seacrest Fellow Jeffrey S. Raikes School of Computer Science and Management University of Nebraska-Lincoln

Contact

Address
KAUF 123
Lincoln, NE 68588-0690
Phone
402-472-6000 On-campus 2-6000
Email
robert.mackalski@unl.edu

Robert Mackalski is Associate Professor of Practice in Marketing at the Jeffrey S. Raikes School of Computer Science and Management at the University of Nebraska–Lincoln, where he teaches RAIK 341H Marketing,  RAIK 163H Innovation Processes and MRKT 491 International Studies in Business & Marketing: Global Branding - Study Abroad Brazil.

His research and case writing focus on high growth companies and brand equity — how brands gain, hold and lose value — including how a product recall spills over onto an entire brand ecosystem, how regional brands scale nationally and internationally, and how case-based teaching shapes student outcomes and employment interest. He has written more than fifteen teaching cases published by Ivey Publishing and Harvard Business School, used in over 250 universities in more than 45 countries.  

Robert holds a PhD in branding from McGill University. Prior to his doctorate he co-founded the e-commerce company Peachtree Network and co-led it through an IPO. He is a Seacrest Teaching Fellow (2022–2025) and a recipient of the Layman Award from Nebraska's Office of Research and Economic Development. He is also a co-founder of GapWatch, which measures how AI assistants describe brands — work that feeds directly into his teaching on marketing in the age of artificial intelligence.

TEACHING

RAIK 163H — Innovation Processes (3 credits, first semester). Students work in teams to take a product idea from concept to a tested prototype, using structured innovation methods drawn from design thinking.

RAIK 341H — Marketing (3 credits, third semester) Students work in teams to develop a marketing plan that takes an offering from idea to prototype, using   the core principles and frameworks of marketing.

MRKT 491 - International Studies in Business & Marketing: Global Branding - Study Abroad Brazil (3 credits, spring semester). Students develop an understanding of global markets, marketing and branding by analyzing international business practices through company visits, case studies, and experiential learning in São Paulo, Ubatuba, and Rio de Janeiro.

All courses are honors-level courses in the full Raikes School course sequence.

RECENT WORK (2026)

Friesen, G., Mackalski, R., Polsley, S., & Ducusin, M. (2026). Elevating case method teaching in the age of artificial intelligence. Ivey Business Journal.

Mackalski, R., & Gallagher, V. (2026, August). From global to local: Localizing management cases for contextual relevance [Professional development workshop]. 86th Annual Meeting of the Academy of Management, Philadelphia, PA.

Mackalski, R., Linde, K., & Polsley, S. (2026, July). Making the case: The impact of case studies and experiential learning on brand equity and employment interest [Conference presentation]. 24th Annual International Conference on Marketing, Athens Institute for Education and Research (ATINER), Athens, Greece.

Mackalski, R., Linde, K., & Polsley, S. (2026, March). Case-based learning and student outcomes: The role of brand equity and experiential pedagogy in marketing education [Conference presentation]. Federation of Business Disciplines Annual Conference, Dallas, TX. 

Selected Case Studies (Ivey Publishing)

  • Mackalski, Robert, Andrew Hanna, Rob Simon, Marc Ducusin, and Ava Hollingsworth. "The Bay: Area Third Space for Misfits." Ivey Business School Case W45611, October 2025. 
  • Mackalski, Robert, and Marc Ducusin. “Lincoln Ice Hockey Association: Growing Hockey in the Heartland.” Ivey Business School Case W39864, January 2025. 
  • Mackalski, Robert., Alfred Jaeger, Manuella Djuric, and Marc Ducusin. (2024). "The Beach Vendors of Zona Sul, Rio de Janeiro". Ivey Business School Industry Note W39864, December 2024.
  • Mackalski, Robert, Mary Dellar, and Marc Ducusin. "Evolvo: The Marketing Mix to Scale a Fitness Business". Ivey Business School Case W38851, December 2024.
  • Mackalski, Robert, Rob Simon, Dan Stara, and Marc Ducusin. "The Ticket 93.7 FM: Value Creation and Digital Transformation". Ivey Business School Case W39097, December 2024.
  • DiMuro, F., Robert Mackalski, C. Nelson, and Marc Ducusin, "Saska: From Saskatchewan Icon to National and International Brand," Ivey Business School Case W33452, February 2023.
  • Mackalski, Robert, Mary Dellar, and Marc Ducusin, "Defeat Duchenne Canada: Scaling Up a Charitable Organization," Ivey Business School Case W30129, February 2023.
  • DiMuro, Fabrizio, Robert Mackalski, Cheryl Nelson, and Marc Ducusin, “Runza: From Nebraska Icon to National and International Brand,” Ivey Business School Case W29265, December, 2022.
  • Dellar, Mary, Robert Mackalski, Nicolette Papastefanou, and Marc Ducusin, “Cunningham’s Pub: Halle-Lujah for Wings,” Ivey Business School Case W25213, May 2022.
  • Mackalski, Robert, Marc Ducusin, Jake Sinclair and Alana D’Amico, “Dancing with the Stars: Denitsa Ikonomova,” Ivey Business School Case 9B20A067, July 2020. (English | French)
  • Mackalski, Robert, Marc Ducusin, Marika Lapointe, and Emma Clayton, "Fody Foods: Eating Life to the Fullest," Ivey Business School Case 9B19A002, January 2019. (English | French)
  • Britton, Rob, Robert Mackalski, Mary Dellar, and Mary Towers, "Intelligent Avionics: Breaking Into the Inflight Entertainment Industry." Ivey Business School Case 9B18A067, December 2018.
  • Mackalski, Robert, Alfred Jaeger, Marc Ducusin, and Phoebe Balshin, "Birks: The Sparkle of a Cherished Brand." Ivey Business School Case 9B18A014, February 2018.
  • Mackalski, Robert and Marc Ducusin, "Sante Au Naturel: Healthy to the Core." Ivey Business School Case 9B17A069, December 2017.
  • Mackalski, Robert, Delaney Brown, and Marc Ducusin, "Club Sportif MAA: Staying Ahead of the Game." Ivey Business School Case 9B17A046, August 2017 (Rev: January 2020). (English | Chinese)

Selected Case Studies (Harvard Business)

  • Alvarez, Jose B., Robert Mackalski and Andrew Otazo, “Chilli Beans: Peace, Love, and Sunglasses.” Harvard Business School Case 516-020, March 2016.
  • Alvarez, Jose B., Robert Mackalski, Annelena Loeb, and Lisa Mazzanti. "Lufa Farms." Harvard Business School Case 514-008, October 2013.

Journal / peer reviewed

Mackalski, R., & Belisle, J.-F. (2015). Measuring the short-term spillover impact of a product recall on a brand ecosystem. Journal of Brand Management, 22(4), 323–339. https://doi.org/10.1057/bm.2015.19

Mackalski, R. (2014). The state and the union of brand measurement (Doctoral dissertation, McGill University). McGill University Libraries.

Conference presentations

Mackalski, R., & Belisle, J.-F. (2011). Measuring the short-term spillover impact of a product recall on a brand ecosystem. In AMA Summer Educators' Conference Proceedings (pp. 401–402). American Marketing Association.

Mackalski, R., & Belisle, J.-F. (2011). Measuring the Short-Term Spillover Impact of a Product Recall on a Brand Ecosystem. Administrative Sciences Association of Canada (ASAC) Annual Conference, Montreal, QC, Canada.

 

MEDIA AND PUBLIC WORK

Gloves Off podcast, Season 2 Episode 4 — analysis of a national restaurant chain's brand campaign. 

CNBC, Why Tim Hortons Struggles in the United States – analysis of the Tim Hortons brand. 

The Guardian, What Happened to Tim Hortons? - analysis of the Tim Hortons brand. 

Awards, Nominations and Considerations

Seacrest Teaching Fellow, College of Business, University of Nebraska–Lincoln (2022–2025)  

Layman Award, Office of Research and Economic Development, University of Nebraska–Lincoln (2024–2025) 

Friends and Family Recognition Award, University of Nebraska - Lincoln (2023)

Desautels DDSS Excellence in Teaching Award, McGill University (2007–2014) 

Publisher Submission to Case Center for Award Consideration:

  • Outstanding Case Writer for The Ticket 93.7 FM: Value Creation and Digital Transformation, Ivey Publishing  (2025).
  • Outstanding Case Writer for  Defeat Duchenne Canada: Scaling Up a Charitable Organization,  Ivey Publishing (2023).
  • Outstanding Case for Hot Topic for Cunningham’s Pub: Halle-Lujah for Wings,  Ivey Publishing (2022).
  • Outstanding Case Writer for Club Sportif MAA, Staying Ahead of the Game, Ivey Publishing (2018).