Gregory Carpenter Biography

Gregory Carpenter's research focuses on how businesses get a competitive edge through marketing strategy. Resurgence: The Four Stages of Market-Centered Reinvention (Palgrave Macmillan, 2014), based on award-winning research, analyzes how businesses become more customer focused, recovering advantage and renewed success. He previously worked as a co-editor on the Handbook of Marketing Strategy (Edward Elgar, 2012). He promotes research, teaching, and engagement on subjects that span conventional academic boundaries, including as consumers and corporate culture, data analytics, and trust, as Faculty Director of the Kellogg Markets and Customers Initiative. He co-chairs the Marketing Leadership Summit, which brings together thought leaders each autumn to discuss the future of marketing, and as Academic Director of Kellogg's Chief Marketing Officer Program, he assists in preparing executives for the demanding job of CMO. His research on marketing strategy has been recognized by The American Marketing Association with the William F. O'Dell Award, the Paul E. Green Award, the Donald R. Lehmann Award, and the Sheth Foundation/Journal of Marketing Research. He has published in leading academic journals such as Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Management Science, Marketing Science, and Psychometrika. His research has been featured in the Harvard Business Review, Financial Times, Forbes, BusinessWeek, and National Public Radio, and it has been used in debates before the United States Supreme Court. He was named by BusinessWeek as one of a limited number of exceptional teachers in its Guide to the Best Business Schools, and he earned the Kellogg Managers' Program's Outstanding Professor of the Year Award as well as the Sidney J. Levy Teaching Award. He frequently talks and advises businesses on marketing strategy. Bacardi, Carnival Corporation, Coca-Cola, Cunard Lines, Diageo, Dow Chemical, Federal Reserve Bank, Government of Mexico, General Electric, Harley-Davidson, Health Management Academy, Novartis, PepsiCo, Pfizer, SC Johnson, Target, Unilever, and Visa are among our past and present clients. He was a former Academic Trustee of the Marketing Science Institute, as well as a member of Hamilton Consultants' board of advisers and Terlato Wine Group's advisory board. For his contributions to champagne, he was given a Chevalier in the Ordre des Coteaux de Champagne. He formerly taught at UCLA, Columbia University, and the Yale School of Management. He got his B.A. from Ohio Wesleyan University, as well as his M.B.A., M.Phil., and Ph.D. from Columbia University.

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