Matt Fisher '22 | Educator, Entrepreneur and Life-Long Learner

Matthew Fisher is an adjunct professor teaching a variety of courses and subjects at San Francisco State University, Hult International Business School and on occasion at Saint Mary’s College. He is currently enrolled in the Executive DBA program at Saint Mary’s.

Originally from Michigan, Matt completed his undergraduate degree at Michigan State University, majoring in finance.  After nearly ten years in financial services and real estate, he obtained three master’s degrees; an MA in philosophy and MBA from SFSU and an MIB (international business) from the Universite de Nice Sophia Antipolis.

Matt teaches mostly in marketing and management disciplines, with classes in strategy, branding, business ethics and sales, but his extensive entrepreneurial experience (in real estate development, in the finance sector, and running a small business for a period of time), has also allowed him to teach in the areas of economics, entrepreneurship, operations and philosophy. He is a versatile instructor who integrates his broad professional experience into his teaching content, and has a unique, humorous and engaging teaching style that compels students to seek out his courses.  A by-product of Matt’s engagement with students has earned him another experience -  writing of over 100 letters of recommendation!

He’s frequently recognized for his exemplary teaching, writing and engagement techniques; consistently receiving excellent course evaluations, nomination and finalist for the 2019 CSU Faculty Innovation and Leadership Award and has won numerous case study competitions. This year he won the Jacobs and Clevenger & Marketing Management Association Case Writer 3rd place award for his blind peer-reviewed case "Peloton: Going the Distance,” which is published in The IMC Case Book (2nd edition). Matt has THREE cases (out of 12) in the book because he won first place in two previous years.

In addition to teaching he has done a great deal of work at both SFSU and Hult on enrollment and recruitment strategy. His advice has been so well-received that the schools have implemented many, if not all of his suggestions.

What made you realize that you wanted to pursue a PhD?

When I was studying for my MIB in France, not long after the housing crash of 2008, I had a professor, Dr. Alain Tobelem, that once made a comment to me, “you should be doing a doctorate.”  Dr. Tobelem was a mentor and inspiration to make me contemplate a career path that I had not seriously considered before.  When I pursued my masters degrees, I was exiting the lending field doing work that I was good at and I enjoyed.  As a result, I was looking to switch careers, but was admittedly having difficulty finding inspiration.  Dr. Tobelem’s comment took me by surprise and was a moment when someone expressed insights that I had not yet realized… 

1. I like knowing things (yes, I also enjoy a bourbon…intentional Game of Thrones reference there) 
2. I enjoy sharing knowledge.
3. I need to be continually challenged.

Prior to Dr. Tobelem, these were not aspects that I realized in myself.  My entrepreneurial experience was driven from a self-motivated desire to keep learning and accomplishing something new.  

What is the focus of your research?

My dissertation research focuses on sustainable business and certified B corps.  B corporation certification allows for research addressing the challenge of corporate social performance.  

I also write pedagogical case studies to fill gaps in existing curriculum and to illustrate the application of theories and frameworks to existing businesses.  My case studies focus on business situations where students apply an interdisciplinary critical thinking perspective.  I often tell my students that case studies allow them to evaluate whether a firm is well run, not whether they like the brand or believe the hype.

How are your most recent publications related to your dissertation/research topic? Have they contributed to how your topic has changed or evolved?

My case studies seek to enhance the classroom experience to empower students to have the critical thinking skills they need to be a professional, and not simply someone with an expensive piece of framed paper.

While my case study publications are not directly related to my dissertation work, there is always a moral dimension to the cases that I write.  So, while I am focused on certified B corps, there are many facets to advancing sustainability and ethics in business.  

In the cannabis legalization case I introduce issues of racial and economic justice alongside market strategy concepts.  The Shinola case touches on the fact that the firm focuses on the rendering of authenticity by promoting the people that actually make the product and the local community, with management rarely appearing for interviews or in communications.  The Peloton case is focused on the community dimensions that differentiate the firm and will be key to defending the firm from competitors.

What made you realize that you wanted to teach?

When I was working towards my master’s in philosophy, I had the opportunity to teach critical thinking courses as a graduate student.  My first term teaching I found that it was something that I took to pretty naturally.  It was teaching philosophy courses at SFSU that compelled me to commit to teaching.  Fast forward a few years and now teaching is what I do.  I teach a lot of courses across several universities and departments.  I teach year-round and I think teaching is fun. If it ever ceases to be fun…well, then I’ll just go do something else. 

What is your favorite part of teaching? Least favorite?

Beyond that beautiful sound that can only be heard while I am talking, and oddly enough disappears the moment I stop speaking… being in a role to share what I have studied and witness students recognize that they have learned something of value is likely my favorite part of teaching. I also enjoy the autonomy to pursue subjects and situations that I find interesting.  Teaching and writing cases is very rewarding and keeps the classroom experience fresh.  Whenever I have been approached by recruiters to return to the private sector my biggest concern is that I would often only utilize a narrow skillset or that I might become bored.  

My least favorite dimension to teaching is grading papers.  

What do you like to do in your free time?

Never heard of this.  When not lecturing or grading papers, I enjoy riding my motorcycle (yes, because I am that cool) and sampling barbeque joints.

I have joked that if I ever had a superpower, and I am not claiming that I do, it would be that I know how to facilitate and sustain engagement (hence my background in sales and marketing).

What are some of your most recent publications? 

• Peloton: Going the Distance (2020 – 3rd place, Jacobs & Clevenger Case Writers Competition). The IMC Case Book: Cases in Integrated Marketing Communications, 2nd edition
• Cannabis Legalization - Trevor’s Pot Shop (2019 – 1st place, Jacobs & Clevenger Case Writers Competition) Currently being revised for journal publication, not currently in print
• Seabourn Cruise Ships (2019 – 2st place, Jacobs & Clevenger Case Writers Competition). Published: The IMC Case Book: Cases in Integrated Marketing Communications, 2nd edition
• Tesla: Accelerating to Market (2018 – 1st place, Jacobs & Clevenger Case Writers Competition). Published: The IMC Case Book: Cases in Integrated Marketing Communications, 2nd edition (Also published in : Journal of Strategic Management Education (2019))
• Shinola: What’s Next for a Brand Linked to Detroit’s Manufacturing Heritage? (2017 – 2nd place, Jacobs & Clevenger Case Writers Competition). Published: The IMC Case Book: Cases in Integrated Marketing Communications, 1st edition