Her research interests at an organizational level focus on understanding the impact of oursourcing and offshoring activities on a firm's customer relationship management capability, innovativeness, and ability to manage change. At a consumer level, she studies the role of interactivity, its impact on information quality perceptions and customer relationship management. Related to this her research examines the quality of information provided by new media and its role in online marketing.
Dr. Citrin has published papers in the "Journal of Marketing Research," "Journal of Operations Management," the "Journal of Business Research," and the "Journal of Product Innovation Management." She has also presented a number of papers at national and international Marketing conferences and universities.
Dr. Citrin has over ten years’ experience working as a Marketing Manager and in product development with a number of International firms developing and marketing their products worldwide. She is also the founder and CEO of an educational aid development firm (Amazing Star Education ).