Gregory Carpenter
Gregory Carpenter

MARKETING
James Farley/Booz Allen Hamilton Professor of Marketing Strategy
Director of the Center for Market Leadership
Faculty Director, Kellogg Markets and Customers Initiative (KMCI)

Print Overview

After serving on the faculties of the University of California, Los Angeles, Columbia University, and the Yale School of Management, Gregory S. Carpenter joined the faculty of the Kellogg School in 1990. He was named James Farley/Booz Allen Hamilton Professor of Marketing Strategy in 1999, founded the Center for Market Leadership in 2004, and elected chair of the marketing department in 2006.

Professor Carpenter’s research on competitive marketing strategy has appeared in leading academic journals in addition to being featured by Harvard Business Review, Financial Times (London), and National Public Radio. The American Marketing Association has recognized his contributions to marketing with the William F. O’Dell Award, the Paul E. Green Award, the Donald R. Lehmann Award, the Marketing Science Institute/H. Paul Root Award, and his research has been cited in cases before the United States Supreme Court.

At the Kellogg School, he teaches marketing strategy, in the MBA, doctoral, and executive programs. He received Kellogg’s Sidney J. Levy Teaching Award and the Kellogg Managers’ Program voted him Outstanding Professor of the Year. He is one of a handful of Kellogg faculty to be recognized by BusinessWeek as an outstanding faculty in its Guide to the Best Business School.

In addition to research and teaching, he is an Academic Trustee of the Marketing Science Institute and he served as member of the board of advisors of Terlato Wine Group. He has advised many organizations on marketing strategy, including Advanced Micro Devices, Bacardi, Cadbury-Schweppes, Carnival Corporation, Coca-Cola, Cunard Lines, Diageo, Dow Chemical, Federal Reserve Bank, General Electric, Harley-Davidson, International Paper, Microsoft, Motorola, Procter & Gamble, Sara Lee, Unilever, and Visa.

Professor Carpenter received his B.A. from Ohio Wesleyan University, and M.B.A., M.Phil. and Ph.D. degrees from Columbia University.



Areas of Expertise
Brand Management
Consumer Behavior
Consumer Products
Marketing Management
Marketing Strategy/Planning/Policy
New Product Development
Strategy
Print Vita
Education
PhD, 1983, Business, Columbia University
MPhil, 1983, Business, Columbia University
MBA, 1980, Business, Columbia University
BA, 1978, Economics, Mathematics, Ohio Wesleyan University

Academic Positions
James Farley / Booz Allen Hamilton Professor of Marketing Strategy, Kellogg School of Management, Northwestern University, 1999-present
Associate Professor, Kellogg School of Management, Northwestern University, 1990-1999
Associate Professor of Business, Columbia Business School, Columbia Univeristy, 1987-1990
Visiting Associate Professor of Marketing, School of Management, Yale University, 1990-1990
Assistant Professor of Business, Columbia Business School, Columbia University, 1985-1987
Assistant Professor of Management, Graduate School of Management, University of California Los Angeles, 1983-1986
Acting Assistant Professor of Management, Graduate School of Management, University of California Los Angeles, 1982-1983

Grants and Awards
Robert C Buzzell , Marketing Science Institute Award
Sidney J. Levy Teaching Award, Kellogg School of Management, 1995-1996
Part-Time MBA Program Professor of the Year Award, Kellogg School of Management, 1992
Chevalier in the Ordre des Coteaux de Champagne

Editorial Positions
Editorial Board, Journal of Marketing, 2002-2005
Editorial Board, Journal of Marketing Research, 1991-2003
Editorial Board, Marketing Letters, 1989-2001
Associate Editor, Location Science, 1995-2000
Editorial Board, Marketing Science, 1990-1997
Guest Editor, Management Science, 2010
Panel, (Editor Selection Committee) Journal of Marketing, 2004

 
Print Research
Research Interests
Marketing planning and strategy:brand management, timing of new product introduction, strategies for early market entry, defensive marketing strategies

Articles
Gebhardt, Gary, Gregory Carpenter and John F. Sherry. 2006. Creating Market Orientation: A Longitudinal, Multi-firm, Grounded Analysis of Cultural Transformation. Journal of Marketing. 66(4): 37-55.
Rust, Ronald T., Tim Ambler, Gregory Carpenter and V. Kumar. 2004. Measuring Marketing Productivity: Current Knowledge and Future Directions. Journal of Marketing. 68(4): 76-89.
Chernev, Alexander and Gregory Carpenter. 2001. The Role of Market Efficiency Intuitions in Consumer Choice: A Case of Compensatory Inferences. Journal of Marketing Research. 38(3): 349-361.
Brown, Christina and Gregory Carpenter. 2000. Why is the Trivial Important? A Reasons-Based Account for the Effects of Trivial Attributes on Choice. Journal of Consumer Research. 26(4): 372-385.
Shankar, Venkatesh, Gregory Carpenter and Lakshman Krishnamurthi. 1999. The Advantages of Entry in the Growth Stage of the Product Life Cycle: An Empirical Analysis. Journal of Marketing Research. 36(2): 269-276.
Anderson, James and Gregory Carpenter. 1998. How to Escape the Commodity Trap in Business Markets. Financial Times, Mastering Marketing.(2): 5-6.
Carpenter, Gregory and Alice Tybout. 1998. Meeting the Challenge of the Post-Modern Consumer. Financial Times, Mastering Marketing .(5): 1-2.
Carpenter, Gregory. 1998. Changing the Rules of the Marketing Game. Financial Times Mastering Management Review.: 30-33.
Shankar, Venkatesh, Gregory Carpenter and Lakshman Krishnamurthi. 1998. Late Mover Advantage: How Innovative Late Entrants Outsell Pioneers. Journal of Marketing Research. 35(1): 54-70.
Carpenter, Gregory, Wayne DeSarbo, Donald Lehmann and Indrajit Sinha. 1996. A Stochastic Multidimensional Unfolding Approach for Representing Phased Decision Outcomes. Psychometrika. 61(3): 485-508.
Carpenter, Gregory and Kent Nakamoto. 1996. The Impact of Consumer Preference Formation on Marketing Objectives and Competitive Second Mover Strategies. Journal of Consumer Psychology. 5(4): 325-358.
Carpenter, Gregory and Dominique M. Hanssens. 1994. Market Expansion, Cannibalization, and International Airline Pricing Strategy. International Journal of Forecasting. 10(2): 313-326.
Carpenter, Gregory and Kent Nakamoto. 1994. Reflections on "Consumer Preference Formation and Pioneering Advantage". Journal of Marketing Research. 31(4): 570-573.
Carpenter, Gregory, Rashi Glazer and Kent Nakamoto. 1994. Meaningful Brands from Meaningless Differentation: The Dependence on Irrelevant Attributes. Journal of Marketing Research. 31(3): 339-350.
Bell, Steven S. and Gregory Carpenter. 1992. Optimal Multiple-Objective Marketing Strategies. Marketing Letters. 3(4): 383-393.
Carpenter, Gregory. 1992. Review of "Technological Competition in Global Industries: Marketing and Planning Strategies for American Industry" [edited by David T Mehte]. Columbia Journal of World Business. 26: 77-78.
Carpenter, Gregory and Philip Kotler. 1990. Competitive Strategies for Late Entry into a Market with a Dominant Brand. Management Science. 12(4): 1268-1278.
Carpenter, Gregory and Kent Nakamoto. 1990. Competitce Strategies for Late Entry into a Market with a Dominant Brand. Management Science. 36(10): 1268-1278.
Carpenter, Gregory and Kent Nakamoto. 1989. Consumer Preference Formation and Pioneering Advantage. Journal of Marketing Research. 26(3): 285-298.
Carpenter, Gregory and Dominique M. Hanssens. 1988. Modeling Asymmetric Competition. Marketing Science. 7(4): 393-412.
Carpenter, Gregory. 1987. Modeling Competitive Marketing Strategies: The Impact of Marketing-Mix Relationships and Industry Structure. Marketing Science. 6(2): 208-221.
Carpenter, Gregory. 1987. Market Pioneering and Competitive Positioning Strategy. Annales des Telecommunications. 42(11-12): 699-709.
Carpenter, Gregory and Donald Lehmann. 1985. A Model of Marketing Mix, Brand Switching, and Competition. Journal of Marketing Research. 22(3): 318-329.
Working Papers
Goedertier, Frank, Kristof Geskens and Gregory Carpenter. 2013. Leveraging the Old to Create the New: The Role of Brand Associations in New Product Novelty.
D’Angelis, Matteo and Gregory Carpenter. 2010. Differentiation through Multiple Innovative Features: When Are More Features Valued?.
Kraus, Paul, Gregory Carpenter and Matteo D’Angelis. 2010. Competitive Differentiation Strategies: Choosing Between Simply Better and Simply Different.
Carpenter, Gregory and Mohanbir Sawhney. 2003. Multi-generation New Product Strategy: The Role of Consumer Learning.
Carpenter, Gregory and Kent Nakamoto. 2002. Competitive Brand Advantage: An Analysis of Strategic Inimitability.
Book Chapters
Shankar, Venkatesh and Gregory Carpenter. 2012. "Late Mover Strategy." In Handbook of Marketing Strategy, edited by V. Shankar and G. Carpenter, 362-375. Gloucestershire, UK: Edward Elgar Publishing Limited.
Anderson, James and Gregory Carpenter. 2010. "A Framework for Creating Value Propositions." In Wiley International Encycolpedia of Marketing, edited by Jagdish Sheth and Naresh Malhotra, vol. 1, West Sussex, UK: John Wiley & Sons.
Carpenter, Gregory. 2010. "Creating Customers and Shaping the Competitive Game." In Kellogg on Marketing , edited by Alice Tybout, 3-23. New York, NY: John Wiley & Sons, Inc..
Tybout, Alice and Gregory Carpenter. 2010. "Creating and Managing Brands." In Kellogg on Marketing, 2nd ed., edited by Alice M. Tybout and Bobby J. Calder, 112-144. New York, NY: John Wiley & Sons, Inc.
Anderson, James and Gregory Carpenter. 2005. "Brand Strategy for Business Markets." In Kellogg on Branding, edited by Alice Tybout and Tim Calkins, 169-185. New York, NY: John Wiley & Sons.
Carpenter, Gregory and Kent Nakamoto. 2005. "Competitive Brand Strategy." In Kellogg on Branding, edited by Alice Tybout and Tim Calkins, 73-90. New York, NY: John Wiley & Sons.
Carpenter, Gregory, Rashi Glazer and Kent Nakamoto. 2002. "Market Driving Strategies: Toward a New Concept of Competitive Advantage." In Kellogg on Marketing, edited by Dawn Iacobucci, 103-129. John Wiley & Sons.
Tybout, Alice and Gregory Carpenter. 2001. "Creating and Managing Brands." In Kellogg on Marketing, edited by Dawn Iacobucci, 74-102. New York, NY: John Wiley & Sons.
Anderson, JamesGregory Carpenter and James A. Narus. 2000. "Managing Market Offerings in Business Markets." In Kellogg on Marketing, edited by Dawn Iacobucci, 330-365. New York, NY: John Wiley & Sons.
Carpenter, Gregory and Kent Nakamoto. 1994. "Competitive New Product Strategies." In AMA Management Handbook, edited by John J. Hampton, 139-141. New York, NY: Amacom.
Carpenter, Gregory and Kent Nakamoto. 1994. "Brand Dominance: Competitive Advantage through Consumer Learning." In The Dartnell Marketing Manager's Handbook, edited by s. Levy, G. Frerichs, and H. Gordon, Chicago, IL: The Dartnell Corporation.
Carpenter, Gregory and Kent Nakamoto. 1987. "Market Pioneering, Learning, and Preference." In Advances in Consumer Research [edited by M. Houston], vol. 15, 275-279. Provo, UT: Association for Consumer Research.
Other
Anderson, James and Gregory Carpenter. "Escaping the commodity trap in business markets." Financial Times.
Reprinted in:
Mastering Marketing , edited by Tim Dickson and Neville Hawcock, 241-246. London: Pearson Education Ltd, 1999.
Books
Shankar, Venkatesh and Gregory Carpenter. editors. 2012. Handbook of Marketing Strategy. Gloucestershire, UK: Edward Elgar Publishing Limited.
Carpenter, Gregory, Rashi Glazer and Kent Nakamoto. 2000. Market Driving Strategies: Toward a New Concept of Competitive Advantage. New York: John Wiley & Sons.

 
Print Teaching
Teaching Interests
Marketing strategy, marketing management, market planning
Full-Time / Part-Time MBA
Marketing Strategy (MKTG-466-0)

This course counts toward the following majors: Marketing, Marketing Management

This course presents an integrative, dynamic view of competitive brand strategy. It focuses on understanding, developing and evaluating brand strategies over the life of a product market. A framework for developing marketing strategies that yield a distinctive competitive advantage based on customer and competitor analysis will be presented and applied in various situations throughout the course. Topics include strategies for pioneering brands, strategies for late entry, growth strategies, strategies for mature and declining markets, and defensive marketing strategies. Material is presented using a mix of cases, lectures and a computer simulation game called MARKSTRAT.

Doctoral
Marketing Strategy (MKTG-520-4) (MKTG-560-0)
The seminar covers topics in marketing strategy and marketing management, including the development of marketing, the concept of marketing, the impact of marketing strategy on firm performance, order of entry and competitive advantage, branding, and market orientation. The focus is on major advances in each area, relevant research in related disciplines, and current areas of interest.

Executive MBA
Consumer Insight and Brand Strategy (MKTGX-922-0)
Consumer Insight and Brand Strategy addresses three key areas: the future of marketing, sales-force management and marketing services to “nanosecond customers.” The course focuses on customer-centricity, creating innovative frameworks, developing strategic perspectives toward the company’s sales force, and implementing effective marketing programs in service sectors.