Dr. Sidney T. Anderson
Associate Professor of Marketing · The Scott Emerson Professor of Business Administration · McCoy College of Business, Texas State University
Dr. Sidney T. Anderson is Associate Professor of Marketing and The Scott Emerson Professor of Business Administration at the McCoy College of Business, Texas State University. His research sits at the intersection of artificial intelligence, services, and strategy — examining how organizations build advantage, capability, and resilience in AI-enabled markets. Alongside his academic work, he brings two decades of hands-on consulting in data systems, migration, and conversion for government agencies and enterprises. ARConsultancy is where those two worlds meet.
Credentials
- Ph.D., Marketing — Florida State University
- M.B.A., Business Administration — University of Central Missouri
- B.S.B.A., Computer Information Systems — University of Central Missouri
- The Scott Emerson Professor of Business Administration — McCoy College of Business
- Co-PI, $406,682 Ewing Marion Kauffman Foundation grant
AI training & certifications
- Designing and Building AI Products and Services — MIT xPRO
- AI Applications in Marketing and Finance — Wharton, University of Pennsylvania
- OpenAI GPTs: Creating Custom AI Assistants — Vanderbilt University
- AI Education for Teachers — Macquarie University
- Adapting to Innovation (AI) — Texas Higher Education Coordinating Board
Twenty years of data systems in the field.
A selection of organizations whose data migration, conversion, and transfer I've delivered — for state governments and enterprises alike.
Current AI research
Active work defining how firms compete, build capability, and create value with AI — organized by theme.
AI & Strategic Identity
How AI transforms strategic posture, competitive moats, and the firm's epistemic frontier.
- The Hedgehog and the Fox: A Path-Dependent Framework for Strategic AI Deployment Australasian Marketing Journal
- Widening the Moat: A Compounding Advantage Framework for AI-Driven Competitive Barriers in B2B Markets Journal of Business & Industrial Marketing
- Beyond the Knowledge Frontier: An Epistemological Framework for Marketing Strategy in the Age of AI Journal of Macromarketing
AI & the Architecture of Marketing Capability
Decomposing AI into capability types, decision tempos, and cognitive entanglements.
- The Intelligence Portfolio: A Capability Framework for Artificial Intelligence in B2B Marketing Industrial Marketing Management
- The Cadence of Marketing Capability: A COPE Framework for Continuous Adaptation in AI-Enabled Markets Journal of the Academy of Marketing Science
- Algorithmic Bias Entanglement in Advertising: A Typology of How AI Restructures Marketing Decision-Making International Journal of Advertising
AI at Disciplinary Intersections
Where marketing meets operations, language, and theory itself.
- Bridging the Promise-Delivery Divide: AI at the Marketing-Operations Interface in Service Organizations Journal of Service Theory and Practice
- Marketing as the Integrator: Mutual Intelligibility, AI, and Cross-Disciplinary Value Creation International Marketing Review
- Differential Disruption: A Typological Framework for Reinterpreting Marketing Theory in the AI Era Marketing Theory
AI, Consumer Welfare & Health
When risk-reducing technologies produce unintended risk.
- Marketing Safety, Producing Risk: A Peltzman Effect Framework for AI in Consumer Health Journal of Marketing Management