Faculty & Staff Directory


Picture of Professor Roger Beahm

Professor Roger Beahm

Full Professor of the Practice; WestRock Executive Director, Center for Retail Innovation

Roger Beahm is a Full Professor of Practice in Marketing at the Wake Forest University School of Business. He is also the WestRock Executive Director of the Wake Forest University Center for Retail Innovation, a retail marketing center established within the School of Business to create knowledge and cultivate industry leaders through education, innovation, and collaboration. As a recognized thought leader in retail and consumer packaged goods marketing, Roger is often quoted in the media, with contributions in Forbes, The New York Times, Bloomberg Businessweek, the Associated Press, National Public Radio, Fox News, the Huffington Post, U.S. News and World Report, Fast Company, and ABC News.

Roger has taught Marketing at Wake Forest University since 2005, and serves as faculty advisor to the Wake Forest Marketing Analytics Summit and the Retail & Health Innovation Challenge, two student-run competitions drawing top business schools and global corporations to campus each year. In addition, Roger serves as a Resident Professor for the school's international initiatives, leading global immersion classes in India, Nepal, China, and Nicaragua. He also serves as Faculty Advisor to the International Student Association in the School of Business.
Roger earned his B.S. (Business) and M.B.A. degrees from the University of Colorado in Boulder.

With a background in consumer packaged goods marketing/brand management at Procter & Gamble and the Clorox Company, Roger went on to found his own advertising and marketing agency and his own marketing consulting firm.

Roger is a member of the American Association of Advertising Agencies (4A's) Carolinas Council Board of Governors where he previously served as Chair. He is also a member of the Advisory Board of the Boy Scouts of America, Old North State Council, and is a past Council President. Roger is a founding member of the Board of Directors of Boundless Impact, a North Carolina-based nonprofit developed to support global initiatives in education, leadership, and economic development, and he serves on the Business Advisory Council for the Walker College of Business at Appalachian State University.

Roger has been a guest lecturer to the U.S. Army War College and has taught numerous marketing seminars in the Socialist Republic of Vietnam and the People's Republic of China.

Roger and his wife, Wendy, have 4 grown children and 13 grandchildren.

Mr. Beahm's expertise includes marketing strategy, marketing plan development, brand audits, new brand introductions, consumer packaged goods marketing, advertising, and retail marketing.

  • MBA, University of Colorado at Boulder (Marketing Concentration) - 1972
  • BS, University of Colorado at Boulder (Business -- Marketing Concentration) - 1971

Teaching Interests

  • 2005, Spring, Brand Management (Full-Time MBA)
  • 2006, Fall, Marketing Strategy & Planning (Full-Time MBA)
  • 2007, Fall, Marketing Strategy & Planning (Full-Time MBA)
  • 2008, Fall, Marketing Strategy & Planning (Full-Time MBA)
  • 2009, Spring, Practical Issues in Marketing (Full-Time MBA)
  • 2009, Spring, Case Writing Practicum (Full-Time MBA)
  • 2009, Summer, Marketing Strategy & Planning (Winston-Salem Evening MBA)
  • 2010, Spring, Case Writing Practicum (Full-Time MBA)
  • 2010, Spring, Advertising Management (Full-Time MBA)
  • 2010, Spring, Marketing Strategy & Planning (Full-Time MBA)
  • 2010, Fall, Brand Management (Full-Time MBA)
  • 2010, Fall, Advertising Management (Full-Time MBA)
  • 2011, Spring, Wake Forest Business Solutions (Full-Time MBA)
  • 2011, Spring, Case Writing Practicum (Full-Time MBA)
  • 2011, Spring, Marketing Strategy & Planning (Full-Time MBA)
  • 2011, Spring, Brand Management (Full-Time MBA)
  • 2011, Spring, Brand Management (Charlotte Evening MBA)
  • 2011, Summer, Marketing Strategy & Planning (Charlotte Saturday MBA)
  • 2011, Fall, Advertising Management ((Full-Time MBA)
  • 2011, Fall, Marketing Strategy & Planning (Full-Time MBA)
  • 2011, Fall, Marketing Management (Charlotte Saturday MBA)
  • 2012, Spring, Brand Management (Full-Time MBA)
  • 2012, Spring, Wake Forest Business Solutions (Full-Time MBA)
  • 2012, Spring, Case Writing Practicum (Full-Time MBA)
  • 2012, Summer, Marketing Strategy & Planning (Winston-Salem Evening MBA)
  • 2012, Summer, Brand Management (Charlotte Evening MBA)
  • 2012, Fall, Marketing Strategy & Planning (Full-Time MBA)
  • 2012, Fall, Marketing Management (Charlotte Saturday MBA)
  • 2013, Spring, Brand Management (Full-Time MBA)
  • 2013, Spring, Wake Forest Business Solutions (Full-Time MBA)
  • 2013, Spring, Case Writing Practicum (Full-Time MBA)
  • 2013, Spring, Advertising Management (Full-Time MBA)
  • 2013, Summer, Marketing Strategy & Planning (Charlotte Evening MBA)
  • 2013, Summer, Marketing Strategy & Planning (Winston-Salem Evening MBA)
  • 2013, Fall, Marketing Strategy & Planning (Full-Time MBA)
  • 2013, Fall, Marketing Management (Charlotte Saturday MBA)
  • 2014, Spring, Brand Management (Full-Time MBA)
  • 2014, Spring, Wake Forest Business Solutions (Full-Time MBA)
  • 2014, Spring, Case Writing Practicum (Full-Time MBA)
  • 2014, Spring, Advertising Management (Full-Time MBA)
  • 2014, Summer, Marketing Strategy & Planning (Charlotte Evening MBA)
  • 2014, Summer, Marketing Strategy & Planning (Winston-Salem Evening MBA)
  • 2014, Summer, Marketing Strategy & Planning (Charlotte Saturday MBA)
  • 2014, Fall, Marketing Strategy & Planning (Full-Time MBA)
  • 2015, Spring, Brand Management (Full-Time MBA)
  • 2015, Spring, Advertising Management (Full-Time MBA)
  • 2015, Summer, Marketing Strategy & Planning (Charlotte Evening MBA)
  • 2015, Summer, Marketing Strategy & Planning (Winston-Salem Evening MBA)
  • 2015, Summer, Marketing Strategy & Planning (Charlotte Saturday MBA)
  • 2015, Fall, Marketing Strategy & Planning
  • 2016, Spring, Brand Management
  • 2016, Summer, Marketing Strategy & Planning (Charlotte Evening MBA)
  • 2016, Summer, Marketing Strategy & Planning (Winston-Salem Evening MBA)
  • 2016, Summer, Marketing Strategy & Planning (Charlotte Saturday MBA)
  • 2016, Fall, Brand Management & New Product Innovation (Undergraduate Program)
  • 2017, Spring, Brand Management & New Product Innovation (Undergraduate Program)
  • 2017, Summer, Marketing Management (Charlotte Evening MBA)
  • 2017, Summer, Marketing Management (Winston-Salem Evening MBA)
  • 2017, Fall, Marketing Strategy & Planning (Charlotte Saturday MBA)

  • 2015 - Spirit Award, Wake Forest University School of Business
  • 2012 - Communicator Awards -- Award of Excellence, International Academy of the Visual Arts
  • 2006 - Community Partners Award, United Way of Greater High Point
  • 2006 - Telly Award, Telly Awards, Inc.
  • 2004 - Spirit of North Carolina Award, United Way of North Carolina
  • 2004 - Volunteer of the Year, United Way of North Carolina
  • 2002 - Harlan E. Boyles Distinguished CEO Lecturer, Appalachian State University

  • November 24, 2017 - Krispy Kreme changes Panthers campaign; dozen doughnuts for $5.99 on Sundays, Winston-Salem Journal | more information
  • November 24, 2017 - How big is Black Friday? Holiday sales start earlier, end later, Winston-Salem Journal | more information
  • November 24, 2017 - Black Friday -- 5 reasons we're heading for a record holiday shopping season, Fox News | more information
  • November 24, 2017 - Cyber Monday overtakes Black Friday as Top Shopping Day, News & Record (Greensboro, NC) | more information
  • November 22, 2017 - Black Friday shopping Looks promising for retailers, shoppers, News & Record (Greensboro, NC) | more information
  • November 21, 2017 - Budget Ahead to Avoid Holiday Blues Spending, Spectrum News (Triad) | more information
  • October 27, 2017 - Carolina Curious: Why are so many small businesses closed on Sunday and Monday, 88.5 WFDD Public Radio | more information
  • October 19, 2017 - Triad motorists can play the lottery while filling up at the gas pump, Winston-Salem Journal | more information
  • October 15, 2017 - Lowes Foods joins trend of pushing language envelope, Winston-Salem Journal | more information
  • September 20, 2017 - Toys R Us claims business as usual in bankruptcy; analysts not so sure, Winston-Salem Journal | more information
  • September 16, 2017 - BB&T launches client-first marketing campaign, Winston-Salem Journal | more information
  • August 27, 2017 - Court Harbor's growth spurt picks up major client deals, Winston Salem Journal | more information
  • August 18, 2017 - Krispy Kreme campaign with Panthers puts focus on points, not wins, Winston Salem Journal | more information
  • August 11, 2017 - Krispy Kreme plans chocolate glaze waterfall for total eclipse, Winston Salem Journal | more information
  • July 20, 2017 - Will the Reynolds legacy last? BAT acquisition of iconic tobacco firm a historic milestone for Winston-Salem, Triad Business Journal | more information
  • July 8, 2017 - Local grocery stores hope to establish home delivery patterns ahead of Amazon, Winston Salem Journal | more information
  • July 1, 2017 - Drones to give prospective home-buyers birds-eye view of neighborhoods, Winston Salem Journal | more information
  • June 30, 2017 - Hot Doughnuts Always: Krispy Kreme Donuts turns 80, Winston Salem Monthly | more information
  • June 20, 2017 - Amazon and Whole Foods could revolutionize grocery delivery. But do shoppers want it?, Chicago Tribune | more information
  • June 20, 2017 - Amazon and Whole Foods could revolutionize grocery delivery. But do shoppers want it?, L.A. Times | more information
  • June 19, 2017 - Why Amazon, Whole Foods is a Natural Marriage, US News & World Report | more information
  • June 16, 2017 - WFU retail expert: What's behind the Amazon-Whole Foods merger, Triad Business Journal | more information
  • June 16, 2017 - WFU retail expert: What's behind the Amazon-Whole Foods merger, Yahoo! Finance | more information
  • June 2, 2017 - Wegmans, Sprouts, Lidl: New grocers spark store wars, Raleigh News and Observer | more information
  • April 19, 2017 - Winston Salem lands two NCAA championship events, Winston Salem Journal | more information
  • April 11, 2017 - Reaction is mixed to Wells Fargo's report on account scandal, Winston Salem Journal | more information
  • April 6, 2017 - Old Dominion lands carrier contract with Major League Baseball, Winston Salem Journal | more information
  • February 2, 2017 - Krispy Kreme: New coffee is doughnut-worthy; chain giving away glazed favorites (when you buy a cup) to prove it, Winston Salem Journal | more information
  • January 11, 2017 - Online shopping and the retreat of retail stores, WFDD public radio | more information
  • January 8, 2017 - Sorry, we're closed: More stores closing up shop as online business grows, Greensboro News and Record | more information
  • January 8, 2017 - The intersection of health, retail and heart, North State Magazine | more information
  • December 28, 2016 - HondaJet adds Twitter to its marketing strategy, Triad Business Journal | more information
  • December 22, 2016 - Failed attempt to repeal HB2 clouds future of major sports events in NC, Winston Salem Journal | more information
  • December 7, 2016 - 'Tis the season... for matching pajamas?, The Boston Globe | more information
  • November 25, 2016 - Tidings of comfort and joy: Why shoppers seeking comfort will be retailers' joy, Fox News | more information
  • November 24, 2016 - Retail therapy the right remedy post election, Greensboro News and Record | more information
  • November 21, 2016 - Experts Give Advice for Black Friday Shoppers, Time Warner Cable News | more information
  • November 5, 2016 - Hanesbrands plans to nip locker room odor with Fresh IQ basic apparel, Winston Salem Journal | more information
  • October 17, 2016 - So Soon? Retailers reject opening on Thanksgiving, Greensboro News and Record | more information
  • September 15, 2016 - ACC decision another blow to NC's economy, reputation, Winston-Salem Journal | more information
  • August 25, 2016 - Primo Water makes big profit splash sticking with core business, Winston-Salem Journal | more information
  • August 22, 2016 - Tips to Save on Back-to-School Shopping, Time Warner Cable | more information
  • August 19, 2016 - What's killing Macy's?, Greensboro News & Record | more information
  • August 18, 2016 - Baltimore's 'Blue Book,' a relic of 19th-century elite, persists today, The Baltimore Sun | more information
  • April 13, 2016 - Wake Forest teams take first place at the Marketing Analytics Summit, Yahoo Finance | more information
  • April 2, 2016 - Krispy Kreme putting more emphasis on special event sales over discounting, Winston-Salem Journal | more information
  • March 23, 2016 - Eggs, candy, clothes and more: Easter spending expected to rise this year, Greensboro News and Record | more information
  • March 2, 2016 - Charlotte-based AC&M Group forging cultural connections at Bojangles', The Charlotte Observer | more information
  • January 22, 2016 - Panthers play equals payday for retailers, Greensboro News & Record | more information
  • January 21, 2016 - Inmar continues expansion spurt, acquires Chicago food analytics firm, Winston-Salem Journal | more information
  • December 10, 2015 - Krispy Kreme turns glazed waterfall into BOGO bar code, Winston-Salem Journal | more information
  • November 28, 2015 - Black Friday gets off to a brisk start for Guilford County retailers, Greensboro News and Record | more information
  • November 26, 2015 - Is Black Friday all that important anymore?, Winston-Salem Journal | more information
  • November 12, 2015 - From mall Christmas trees to Starbucks cups, symbols carry weight with consumers, The Charlotte Observer | more information
  • November 9, 2015 - Here is your 2015 Black Friday shopping experience guide, Main Street | more information
  • November 9, 2015 - Here's how your Black Friday shopping experience is shaping up, MSN Money | more information
  • November 9, 2015 - Some retailers reverse course, close on Thanksgiving -- and Black Friday, Greensboro News and Record | more information
  • November 3, 2015 - Purchase Protection Report: Which credit cards insure the items you buy?, cardhub.com | more information
  • October 30, 2015 - Bagging the Right Location, Triad Business Journal
  • October 22, 2015 - The Champagne of Pulled Pork? Lexington Ponders Protecting Its Signature 'Cue, WFDD public radio | more information
  • October 10, 2015 - Krispy Kreme tests retail strategy in Clemmons, Winston-Salem Journal | more information
  • September 25, 2015 - N.C. joins multi-state investigation into Volkswagen, Winston-Salem Journal | more information
  • September 1, 2015 - Dancing with the stores, Business North Carolina | more information
  • August 25, 2015 - Belk agrees to sell to Sycamore Partners for $3 billion, Greensboro News and Record | more information
  • August 25, 2015 - Belk agrees to be bought for $3 billion by New York group, Winston-Salem Journal | more information
  • August 2, 2015 - Shelving Revo: Reynolds' decision to stop marekting of heated cigarette illustrates challenges in selling adult smokers on new products, Winston-Salem Journal | more information
  • July 24, 2015 - A Seamless Transition: How diversification has helped Acme-McCrary thrive when others have faltered, Triad Business Journal | more information
  • June 19, 2015 - Triad Business Journal looks at the big questions still surrounding Imperial Tobacco's takeover of Lorillard's Greensboro operations, Triad Business Journal | more information
  • June 11, 2015 - Follow $27.4B merger, Reynolds, Imperial will need new ideas to grow brands, Triad Business Journal | more information
  • June 1, 2015 - The Joy Of Wanting less, More Magazine
  • May 30, 2015 - New businesses moving into old Greensboro buildings, N&R Greensboro | more information
  • May 30, 2015 - Can Amelie's grow and keep its cool?, Charlotte Observer | more information
  • May 24, 2015 - Winston places high in value ranking of N.C. corporate and product brands, Winston-Salem Journal | more information
  • April 1, 2015 - Take Five: Roger Beahm, Wake Forest Center for Retail Innovation, Winston-Salem Monthly | more information
  • April 1, 2015 - Reynolds expands Camel markets, Winston-Salem Journal | more information
  • March 17, 2015 - Smarter Ways to Shop Online, U.S. News & World Report | more information
  • February 1, 2015 - Economic uptick lessens demand for coupons, Winston-Salem Journal | more information
  • January 11, 2015 - This is the land of their dreams, Greensboro News & Record | more information
  • December 19, 2014 - Last minute Christmas shopping: Five things to avoid, Fox News | more information
  • December 18, 2014 - 6 Rookie Mistakes Last-Minute Shoppers Often Make, U S News & World Report | more information
  • December 1, 2014 - Christmas does come early -- very early at Las Vegas malls, Las Vegas Review-Journal | more information
  • November 30, 2014 - Wake Forest forms retail learning labs wtih Lowes Foods, Winston Salem Journal | more information
  • November 30, 2014 - Attention shoppers: Customer tracking in cereal aisle, Greensboro News and Record | more information
  • November 27, 2014 - Black Thursday? No thanks, some stores say, Greensboro News & Record | more information
  • November 26, 2014 - Do we need a eulogy for Thanksgiving?, Foxnews.com | more information
  • November 20, 2014 - Why video-based shopper analytics will bow to mobile, Computer World | more information
  • November 20, 2014 - New campaign highlights impact retail has on careers, community and more, Forbes.com | more information
  • November 16, 2014 - Are the days numbered for Black Friday?, Greensboro News & Record | more information
  • November 14, 2014 - Some Retailers Promote Decision to Remain Closed on Thanksgiving, The New York Times | more information
  • November 14, 2014 - Retail Learning Labs Open at Wake Forest University, Progressive Grocer | more information
  • November 13, 2014 - Wake Forest School of Business opens new retail learning labs, Reuters.com | more information
  • October 28, 2014 - Reynolds may have to include Doral in Lorillard deal, Winston Salem Journal | more information
  • September 23, 2014 - At some Wal-Marts, health care in your shopping cart, Marketplace on NPR | more information
  • September 13, 2014 - Lowes Foods emphasizes 'local' in Triangle supermarket wars, Raleigh News and Observer | more information
  • September 10, 2014 - Devotees eager to get a taste of Apple's latest, Greensboro News & Record | more information
  • September 2, 2014 - The Hidden Advantages of Being the Least Experienced Person in the Room, Fast Company | more information
  • August 20, 2014 - Shopping hours are extended at Target stores in Greensboro, Greensboro News & Record | more information
  • August 11, 2014 - New Surface Pro 3 Ads Show Why Microsoft Still Doesn't Get Marketing, International Business Times | more information
  • July 15, 2014 - Potential of Winston Brand is Key Part of the Deal, Winston-Salem Journal | more information
  • July 15, 2014 - City's Emotional Tie to Winston, Salem Diminished through Changes, Winston-Salem Journal | more information
  • July 14, 2014 - A Winston-Salem without Winston and Salem cigarettes?, Triad Business Journal | more information
  • July 4, 2014 - Dodgers TV Deal has Turned into a Disappearing Act, LA Daily News | more information
  • June 3, 2014 - Online Shopping Gaining Popularity, Time Warner Cable/News 14 | more information
  • June 2, 2014 - Triad inhales the most e-cig advertising, Greensboro News & Record - Mobile | more information
  • June 1, 2014 - Food Fight: Why we have so many markets, Las Vegas Sun | more information
  • May 21, 2014 - Some Stores Turning Away from Traditional Malls to Connect with Customers, Time Warner Cable News North Carolina | more information
  • May 19, 2014 - Belk to close store at Four Seasons Town Centre in Greensboro, WGHP Fox 8 News | more information
  • May 19, 2014 - Update: Four Seasons Mall to Lose Anchor Store Belk, Greensboro New & Record | more information
  • May 16, 2014 - Charlotte Grocery Wars: How Do Prices Compare?, Charlotte Observer | more information
  • May 5, 2014 - How Long Should Your Household Purchases Last?, U.S. News & World Report | more information
  • April 23, 2014 - Not Your Dad's Retail Anymore, YouTube - National Retail Federation | more information
  • April 23, 2014 - Retail Across America: North Carolina, YouTube - National Retail Federation | more information
  • February 21, 2014 - "Customers Rave About Unique Store", News & Record | more information
  • January 31, 2014 - "Why Super Bowl is a Distinctly American Cultural Event", Fox News | more information
  • December 25, 2013 - "5 Secrets to Painless Returns", Entrepreneur Magazine | more information
  • December 3, 2013 - "Holiday Shopping Season Now Blends Online, In-Store Sales", News & Record | more information
  • November 22, 2013 - "Some Black Friday Bargains Available Now", News & Record | more information
  • November 13, 2013 - "Costco, Nordstrom Refuse to Ruin Thanksgiving", Huffington Post | more information
  • November 12, 2013 - "All Day Shopping Frenzy on Thanksgiving?", Associated Press | more information
  • November 6, 2013 - "Duck Head to Operate from Greensboro after Acquisition", Greensboro News & Record | more information
  • October 18, 2013 - Nester Hosiery Expects Growth with New High-End Wool Socks", The Business Journal | more information
  • October 12, 2013 - "Independent Grocer Carlie C's Expands as Grocery Titans Duel", Raleigh News & Observer | more information
  • October 7, 2013 - "New Life for a Mall", Greensboro New & Record | more information
  • October 1, 2013 - "What the Overuse of Credit Reveals About the Economy", MainStreet.com | more information
  • September 27, 2013 - "Walmart, Developer Address Winston-Salem Neighborhood Concerns", WFMY-TV | more information
  • August 27, 2013 - "Reynolds on TV? Company takes to airwaves to promote new Vuse e-cigarettes", Winston-Salem Journal | more information
  • August 16, 2013 - "Speculation swirls around future of Furniture Brands", The Business Journal
  • August 8, 2013 - "Reynolds continues to protect trademarks in e-cigarette suits", Winston-Salem Journal | more information
  • August 2, 2013 - "Publix enters crowded Triangle grocery market with Carey store", Raleigh News & Observer | more information
  • July 22, 2013 - "Experts: No short-term changes if Kroger buys Harris Teeter", Winston-Salem Journal | more information
  • July 9, 2013 - "Kroger CEO: Harris Teeter will have a big say in operations after acquisition", Charlotte Observer | more information
  • July 9, 2013 - "Sale of Harris Teeter Could Save You Money", WFMY-TV | more information
  • May 20, 2013 - "Innovation Labs Strengthen Retailer-Consumer Connections", Retail TouchPoints | more information
  • March 26, 2013 - "How To: Survive Mega Competition", Success Magazine | more information
  • March 20, 2013 - "Lessons from the Outfield on How to Run a Business", Orange County Register | more information
  • February 19, 2013 - "When Pitching Your Company, Keep It Brief and Be Yourself", Baltimore Business Journal | more information
  • February 11, 2013 - "Swann Convinced New Store Will Fly", Asheville Citizen-Times | more information
  • January 15, 2013 - "John Mackey Built Whole Foods into a Very Healthy Retail Chain", Investor's Business Dailey | more information
  • November 28, 2012 - "David Ogilvy Built an Empire and Changed the Ad Game", Investor's Business Daily | more information
  • November 24, 2012 - "Shopping IS the holiday season. On Black Friday, many feel powerless to resist tradition, emotion", Associated Press
  • November 22, 2012 - "Black Friday: Boutiques open at Midnight? How 'little guys' try to compete", Christian Science Monitor | more information
  • November 18, 2012 - "Retailers Get Innovative to Keep from Losing Shoppers to On-Line Rivals", The Tennessean | more information
  • October 1, 2012 - "N.C. Faceoff Will Test Publix and Harris Teeter", Supermarket News | more information
  • September 20, 2012 - "Publix to Expand in Charlotte with First NC Supermarket", Charlotte Observer | more information
  • September 15, 2012 - "Companies Set Their Sights on Aging Consumers. Boomer Marketing is Changing Store Layouts", Charlotte Observer | more information