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Maureen Bourassa

Associate Dean Academic

Associate Professor

Ph.D. (Queen's University) MSc in Management (Queen's University) B.Comm (University of Saskatchewan)

306-966-2119 bourassa@edwards.usask.ca CV

25 Campus Drive, Nutrien Centre, University of Saskatchewan
Saskatoon, Saskatchewan, Canada, SK, S7N 5A7


Dr. Maureen Bourassa (PhD) is an Associate Professor of Marketing at the Edwards School of Business (Edwards). Through her research, she tries to understand what respect means to people, why it matters in marketplace contexts, and what exactly organizations can do to build and convey respect. Bourassa’s other research focuses on stakeholder engagement: how do socially responsible organizations successfully engage stakeholders, and how can the barriers of adversarial stakeholder engagement be overcome? Her work has been published in the European Journal of Marketing, the Journal of Public Policy & Marketing, Science Communication, and others.


2021-22: MBA 819 (Marketing for Organizational Decision-Making)

2020-21: MBA 819 (Marketing for Organizational Decision-Making) and Comm 357 (Marketing Strategy)

2019-20: MBA 819 (Marketing for Organizational Decision-Making), Comm 357 (Marketing Strategy), and Comm 204 (Introduction to Marketing)

2017-18: MBA 819 (Marketing for Organizational Decision-Making) and Comm 498 (Research-Based Strategy & Decision-Making)

2016-17: Comm 204 (Introduction to Marketing) and Comm 498 (Research-Based Strategy & Decision-Making)

Recent Publications

Laurence Ashworth and Maureen A. Bourassa (2020). Inferred Respect: A Critical Ingredient in Customer Satisfaction. European Journal of Marketing, 54 (10), 2447-2476.

Bourassa, Maureen, Peggy Cunningham, Laurence Ashworth, and Jay Handelman (2018). Respect in Buyer/Seller Relationships. Canadian Journal of Administrative Sciences, 35 (2): 198-213. http://dx.doi.org/10.1002/cjas.1426

Berdahl, Loleen, Maureen Bourassa, Scott Bell, and Jana Fried (2016). Exploring Perceptions of Credible Science Among Policy Stakeholder Groups: Results of Focus Group Discussions About Nuclear Energy. Science Communication, 38 (3): 382-406.

Bourassa, Maureen, Kelton Doraty, Loleen Berdahl, Jana Fried, and Scott Bell (2016). Support, Opposition, Emotion and Contentious Issue Risk Perception. International Journal of Public Sector Management, 29 (2): 201-216.

Bourassa, Maureen A. and Abbey C. Stang (2015). Knowledge is Power: Why Public Knowledge Matters to Charities. International Journal of Nonprofit and Voluntary Sector Marketing, 21: 13-30.


Maureen’s current research projects include:

  • Respect in B2C, B2B, and stakeholder relationship contexts
  • Gender, promotion, and self-promotion
  • Digital compromises in the marketplace