Bruce Watley, Ph.D

Associate Professor, Business Administration

Dr. Bruce Watley was an entrepreneur for more than 20 years, spending most of his career in the outdoor sports industry where he owned a number of manufacturing businesses ranging from muzzleloading rifles to apparel. Throughout his career, Dr. Watley has been exposed to all facets of owning and operating a business and selling products to all levels of the distribution channel through manufacturer sales reps. Dr. Watley received a BSBA in Marketing from Creighton University, a MBA from The University of Phoenix, a certificate in Family Financial Planning from the University of Nebraska – Lincoln, and a a Ph.D. in Organizational Leadership with an emphasis in Human Resource Development, and a post graduate diploma in Strategy and Innovation from the University of Oxford (U.K.). He currently serves as an Associate Professor of Business Administration and the Director of the Lillibridge Center for Entrepreneurial Leadership and Innovation. Dr. Watley teaches courses in entrepreneurship, marketing and strategic management at the undergraduate and graduate level.


  • Diploma, Strategy & Innovation, University of Oxford, 2018
  • Ph.D., Organizational Leadership and Human Resource Development, Regent University, 2016
  • Certificate of Advanced Graduate Studies, Leadership, Regent University, 2013
  • Certificate, Family Financial Planning, University of Nebraska - Lincoln, 2009
  • M.B.A., Business Administration, University of Phoenix, 2005
  • B.S.B.A., Marketing, Creighton University, 1990

Courses Taught

  • ENT225 - Entrepreneurial Mindset
  • ENT240 -
  • ENT245 - Entrepreneurial Management
  • ENT255 - Entrepreneurial Engagement andDevelopment
  • ENT395 - Internship
  • ENT430 - Business Plan Development
  • BUS255 -
  • BUS307 - Marketing
  • BUS316 - Personal Selling/Sales Mngmt
  • BUS395 - Internship
  • BUS401 - Marketing Research
  • BUS419 - International Marketing
  • BUS427 - Strategic Management
  • BUS430 - Business Plan Development
  • BUS524 - Marketing Management
  • BUS528 - Innovation & Problem Solving, MBA
  • SPM307 -
  • SPM395 - Sport Management Internship

Professional Memberships

Beta Phi

Beta Phi is a scholarly society that embraces the order of the bird and the baby - in celebration of the works of C.S. Lewis and The Inklings. The society promotes intensive individual and collective investigation of important developments in the field of autonomous learning, human resource development and learner centered leadership.

Academy of Management - Entrepreneurship

The Academy of Management Entrepreneurship Division welcomes researchers, teachers, Ph.D. students, consultants, entrepreneurs and anyone else who shares our mission of growing entrepreneurship scholars.

Academy of Management - Management Education and Development

The Academy of Management - Management Education and Development's purpose is to encourage and conduct research related to educating and developing managers; to promote the interchange of ideas, research and other information among those interested in educating and developing managers and to engage in other activities and services of interest to the membership.

Academy of Management

The Academy of Management is the preeminent professional association for management and organization scholars. Our worldwide members are professors and Ph.D. students in business schools at universities, academics in related social science and other fields and practitioners who value knowledge creation and application. Founded in 1936, our global community today is nearly 20,000 strong, spanning 115 countries.


  • Entrepreneurship
  • Leadership
  • Self-Directed Learning
  • Autonomous Learning
  • Small Business Development
  • Innovation and Problem Solving
  • Small Business Turn Around
  • Business Acquisitions and Negotiations
  • Leadership Development
  • Human Resource Development
  • Organizational Development
  • Strategic Planning
  • Marketing Strategy
  • Marketing Research
  • Brand Management
  • Sales Management
  • Advertising
  • Public Relations
  • Product Development


Bruce Watley's research interests include:

  • Innovation and Creative Problem Solving
  • Entrepreneurship (Social and For Profit)
  • Human Resource Development
  • Autonomous Learning
  • Learner Autonomy
  • Self-Directed Learning

Scholarships and Creative Work

  • Watley, B.E. (2016). Effects of innovation training on innovative work behavior (Doctoral dissertation), Retrieved from Proquest. 10131723.
  • Leadership of people on the fringes of society: An ideological texture analysis of Acts 8:26-40
  • Leadership dynamics: An inner-texture analysis of John 21:1-25
  • A biblical call to moral and authentic Christian leadership
  • Paul's innovative approach to witnessing
  • Strategic planning and faith: Creating a God inspired plan
  • The relationship between prayer and leadership effectiveness
  • Exploring the effects of innovation training and innovative behaviors, Oxford, England, Autonomous Learning World Caucus
  • How leaders can impact an organization: The innovation guide
  • The effects of innovation training on innovative behaviors
  • The effects of leadership behavior and innovation experience on employee innovative behaviors
  • Transformational leadership: The effects of inspirational motivation on follower development
  • Follower judgments about a leader's effectiveness
  • Student-centered learning: An examination of traditional and non-traditional learning environments
  • How to effectively utilize discussion in the virtual classroom
  • The use of synchronous technology in an asynchronous environment
  • Leadership, learning, and development: The dead poets society
  • Leading online discussions to build community, collaboration and improved communications
  • Models of decision making in two dissimilar cultures: India and Australia
  • How does leadership influence culture within an organization?
  • Organizational interventions: An applied approach
  • Visiting Professor, 2017 (Dec) E-Leadership MBA Program, Entrepreneurship & Innovation, Algebra University, Zagreb, Croatia
  • Visiting Professor, 2018 (Oct) E-Leadership MBA Program, Entrepreneurship & Innovation, Algebra University, Zagreb, Croatia
  • Developing a Measurement for Innovative Behavior: The Innovative Behavior Scale - 2014 Autonomous Learning World Caucus, Oxford, England
  • An Intervention Study: Examining the Effects of Innovation Training on Innovative Work Behaviors - 2015 Autonomous Learning World Caucus, Oxford, England
  • Exploring the effects of innovation training and innovative behaviors - 2013 Autonomous Learning World Caucus, Oxford, England
  • 2016 (Jan) South Dakota Public Radio, What is Innovation?
  • 2016 (Feb) Avera Hospitals, Sioux Falls, South Dakota – Innovation Training
  • 2016 (Mar) Avera Hospitals, Sioux Falls, South Dakota – Innovation Training
  • 2017 (Aug) USF Faculty Retreat, Sioux Falls, South Dakota – Experiential Learning
  • 2017 (Aug) Sioux Empire P.M.I. Chapter, Sioux Falls, South Dakota - Leading Innovation
  • Summer/Fall (2018) Zeal Center for Entrepreneurship, Sioux Falls, South Dakota, Various Workshops on Entrepreneurship
  • 2018 (Oct) Dakota State University – Madison, South Dakota, The Art of Developing Entrepreneurial Leaders
  • 2018 (Nov) Babson College, Boston, Massachusetts, A Liberal Arts Approach Toward Entrepreneurship, Innovation, & Creativity
  • Human resource development seminar: Using innovation training to improve employee effectiveness
  • Enlarging the world of entrepreneurship: An interdisciplinary approach. Orlando, Fla.: International Assembly of Collegiate Business Education Annual Conference
  • Watley, B. (2012). The transformational power of divine empowerment: An inter-texture analysis of Acts 2. Emerging Leadership Journeys.
  • Thesis Advisor, 2018, Algebra University, The Digital Transformation of the Fitness Industry
  • Thesis Advisor, 2019, Algebra University, The Acceptance of Chatbots among Croatian Millennials
  • Commercial Resources Inc: An organizational diagnosis
  • University of Sioux Falls Athletic Department Corporate Communication Audit
  • Experiential Classroom, University of Florida – Tampa, Tampa, Florida (Note: Only 75 entrepreneurship educators, worldwide, were selected to attend the workshop)
  • 2018 (Nov) Babson College, Boston, Massachusetts, Fellows Program for Entrepreneurship Educators

Service/Volunteer Work

Grow Centerville - Community Development

Co-founded Grow Centerville, a community development corporation focused on housing, central business district development and seeding entrepreneurship in rural Iowa.

Redeeming Work Project

Serve as an advisor for the Sioux Falls Seminary's Faith and Works Initiative through a partnership with the Kern Foundation. 

Central Church, Sioux Falls
University of Sioux Falls Graduate Policies Committee

Serve as a representative for evaluating new courses, programs and student appeals regarding their academic career in graduate education at the University of Sioux Falls.

Serving at The Banquet in Sioux Falls

Assist with leading University of Sioux Falls students to serve meals at The Banquet throughout each semester. The Banquet equips volunteers to provide food and fellowship to those served through the ministry of The Banquet. The organization provides a safe place where people can gather, receive nourishment and experience love in action.

Rotary South

Charter member of the newest Rotary Club in Sioux Falls, S.D.