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Katherine Sredl

Title/s:  Lecturer

Office #:  Schreiber 321

Phone: 312.915.8573

Email: ksredl@luc.edu

About

Professor Sredl's work has significantly impacted gender studies within marketing by theorizing and demonstrating how change impacts and is impacted by consumers in their everyday life, namely, rituals. She uses her Croatian and American identities to integrate, challenge, and embrace data and theory in her ethnographic research. Her three most cited publications ask how portrayals of gender roles in media impacts consumption, how women respond to globalization in daily rituals, and how consumers in post-conflict markets respond to peace treaties in daily life (Dayton Accord).

As an instructor, her greatest accomplishment is sending lifelong learners into marketing jobs with the knowledge, skills, and emotional intelligence to succeed in the industry and light the world on fire.

Writing cases for the Follett Fellowship has given Sredl, who grew up in a family business, an opportunity to unite that experience with her academic and consulting background in multimedia storytelling.

Professional Links

LinkedIn | Google Scholar | Research Gate | Loyola eCommons

Degrees

  • PhD, Communications, College of Media, University of Illinois at Urbana-Champaign, Graduate Minor in Balkan Studies
  • MS, Advertising, College of Media, University of Illinois at Urbana-Champaign, Graduate Minor in Balkan Studies
  • BA, History, Centre College of Kentucky

Professional Employment

Academic Positions

  • Department of Marketing, Quinlan School of Business, Loyola University Chicago, 2014-present
    Senior Lecturer, Lecturer, Adjunct Instructor, Visiting Scholar
  • Follett Fellow, Family Business Center, Loyola University Chicago, 2023-24
  • International Advisory Board Member, University of Rijeka, Faculty of Economics and Business, 2022-present
  • Visiting Scholar, University of Zagreb, Faculty of Economics and Business, 2017-24
  • University of Notre Dame, 2009-14
    Assistant Professor, Mendoza College of Business, Department of Marketing; Faculty Fellow, Nanovic Institute for European Studies; Faculty Fellow, Kellogg Institute for International Studies
  • Public and Congressional Affairs, Embassy of the Republic of Croatia in the USA, Ministry of Foreign Affairs and European Integration, Republic of Croatia, 1997-2000

Other Positions

  • Senior Advisor Board Member, Vlahovic Group LLC (Zagreb, Croatia, Government Relations)
  • Founder, 385 LLC (marketing strategy and Implementation, including digital and social analytics and content. Clients in US and Croatia)

Research Interests

  • Marketing
  • Consumer Behavior
  • Advertising
  • Gender
  • Globalization
  • Ethnography
  • Digital Ethnography

Professional & Community Affiliations

  • American Academy of Advertising, 2003-present
  • American Association for the Advancement of Slavic Studies, 2003-2009
  • American Marketing Association, 2009-present
  • Association for Consumer Research, 2003-present
  • Association for Croatian Studies, an affiliate organization of the Association for Slavic, East European, and Eurasian Studies (ASEEES), 2017-present
  • Consumer Culture Theory Consortium, 2014-present
  • European Institute for Advanced Studies in Management (EIASM) Community, 2020-present
  • Macromarketing Society, 2003-present

Service to Community

  • Association of Croatian American Professionals, Member, Board of Directors (2021-22; 2024-26), Marketing Committee Chair (2024-26); Chicago Chapter, President (2020-2023), Vice President 2023-24
  • Board of Governors, Westover School, Middlebury, CT, 2012-15
  • Hrvatska Žena Branch 1, Chicago (Croatian Women’s Charity Organization)
  • Croatian Women’s Network, 2017-present

Courses Taught

MBA

  • Digital Marketing
  • Consumer Behavior
  • Advertising Management

Undergraduate

  • Consumer Behavior
  • Fundamentals of Marketing
  • International Marketing
  • Introduction to Marketing
  • Gender and Marketing

Awards

  • Croatian Women of Influence Award Recipient, USA in the area of Science and Technology, Croatian Women’s Network/Mreža Hrvatskih Žena, 2024 

Selected Publications

Sredl, K.C. (2018). “Gendered Market Subjectivity: Autonomy, Privilege, and Emotional Subjectivity in Normalizing Post-socialist Neoliberal Ideology,” Consumption Markets & Culture, 21:6, 532-553, https://doi.org/10.1080/10253866.2017.1374950

Sredl, K.C., Shultz, C.J. II, & Brečić, R. (2017). “The Arizona Market: a Marketing Systems Perspective on Pre- and Post-War Developments in Bosnia, with Implications for Sustainable Peace and Prosperity,” Journal of Macromarketing, September, 37, (3), 300-316. https://doi.org/10.1177/0276146717712359

Zayer, L.T., Sredl, K., Parmentier, M.A., & Coleman, C. (2012). “Consumption and Gender Identity in Popular Media: Discourses of Domesticity, Authenticity, and Sexuality,” Consumption Markets & Culture, 15:4, 333-357.

  • Honorable Mention, CMC article of the year, Lead Article, Equal authorship