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Anita Bhappu

Gustavson dean Anita Bhappu

Professor; Dean

Office: BEC 254 250-721-6420
BS in Chemical Engineering with a minor in French Literature, University of Arizona; MS in Management, University of Arizona; PhD in Management with a minor in Cultural Anthropology, University of Arizona


Dr. Anita Bhappu joined the Gustavson School of Business as dean and professor in July 2023. Anita holds a PhD in Management from the University of Arizona, Tucson. In addition to her academic career as a researcher and an educator, she has served in leadership roles at several prestigious North American institutions, most recently as department chair and associate dean of student success in the School of Engineering at the University of California, Merced. Anita was also an associate professor and division chair of retailing and consumer sciences at the University of Arizona, Tucson from 2008-2017, and held prior faculty positions at Georgetown University and Southern Methodist University.

Anita’s research interests span from digital sharing platforms and service interactions to diversity and conflict management in virtual teams. Her work has appeared in top academic publications and business media, contributing to scholarship in her field while offering advances in knowledge for practitioner use.

Selected publications

Schultze, Ulrike & Bhappu, Anita D. (2022) Examining the viability of organization-sponsored sharing platforms. Journal of the Association for Information Sciences.

Bhappu, Anita D., Blomqvist, Kirsimarja, Andreeva, Tatiana, Zappa, Paola, Yeo, M. Lisa & Lempiälä, Tea. (2020) Providers’ initial trust on an organization-sponsored sharing platform: The framing of coworker collaborative consumption. Frontiers in Psychology.

Bhappu, Anita D. & Schultze, Ulrike. (2019) The sharing economy ideal: Implementing an organization-sponsored sharing platform as a CSR program. Internet Research.

Bhappu, Anita D. & Schultze, Ulrike. (2018) Implementing an organization-sponsored sharing platform to build employee engagement. Management Information Systems Quarterly Executive.

Giambatista, Robert C. & Bhappu, Anita D. (2010) Diversity’s harvest: Interactions of diversity sources and communication technologies on creative group performance. Organizational Behavior and Human Decision Processes.

Bhappu, Anita D. & Schultze, Ulrike. (2006) The role of relational and operational performance in B2B customers’ adoption of self-service technology. Journal of Service Research.

Gutek, Barbara A., Bhappu, Anita D., Liao-Troth, Matthew A., & Cherry, Bennett. (1999) Distinguishing between service relationships and service encounters. Journal of Applied Psychology