Larry Crosby

co-author and editor of MBA Preferred: Celebrating 50 Years

February 4, 2012

Lawrence Crosby, globally recognized expert on the measurement and management of customer relationships, became Dean and Professor of Marketing for the Spears School of Business at Oklahoma State University, effective May, 2010.

First as an academic and then as a consultant and business leader. Crosby has helped evolve the field of customer relationships from satisfaction to loyalty to the branded experience. Crosby's work has been widely published, and his measures, models, and management principles have been adopted by Fortune 500 companies around the world. Most recently, Crosby served as chief loyalty architect of the Customer Experience Practice at global market research company Synovate Ltd. He founded and served as chairman and CEO of Symmetrics Marketing Corporation, a customer loyalty research and consulting business. He sold Symmetrics to Synovate in 2004.

Crosby earned a doctoral degree in business administration, a Master's of Business Administration and a Bachelor's degree in general studies from the University of Michigan. Before founding Symmetrics, he served as CEO and managing director of CSM Worldwide, an affiliate of Walker Information, and served on the faculty at Arizona State University, the University of Michigan, and the University of Nebraska.

Crosby's appointment also carries with it the titles of Norman & Suzanne Myers Chair for Excellence in Business and Richard W. Poole Professor for Excellence.

MBA Preferred features profiles of distinguished Oklahoma State University alumni who are graduates of the Master of Business Administration program over the past 50 years. Each story includes adversities, challenges, successes and advice from the honored MBA Alumnus. MBA Preferred will provide the reader with inspiration, education and an understanding of the importance of an MBA--a highly coveted graduate degree--in providing diverse career options.

URL: https://library.okstate.edu/news/celebratingbooks/2012-honorees/larry-crosby

Last Updated: 12 January 2022