Richard Wilson
Richard Wilson

Adjunct Professor of Marketing

Print Overview

Rick Wilson is a leading international expert on structuring and managing marketing channels that drive company differentiation and competitiveness, and developing senior marketing leadership skills around eCommerce, social media, and consumer engagement.

In 25 years of research, teaching, and advisory engagements on growth, marketing and distribution strategy issues, Rick has examined or worked directly with leaders of global manufacturers, wholesalers, retailers, and services institutions in over 100 business-to-business and business-to-consumer markets. A popular speaker, Rick has delivered keynote addresses on routes-to-market strategy at conferences around the world.

Rick’s teaching assignment includes “Digital Marketing and Commerce”, "Social Media and Engagement” and “Marketing Channel Strategies” across the full-time, part-time and executive MBA programs. A clinical professor in Kellogg’s MBA program, Rick has taught at Kellogg since 1998 and collaborated with faculty at the school prior to that. In addition to his teaching responsibilities, Rick serves as Associate Director of the Kellogg Center for Global Marketing Practice. There he is working with Kellogg faculty to link the school’s rigorous academic research to students, alumni, practitioners, corporations, foundations, and other institutions to advance marketing knowledge and stimulate global marketing thought leadership.

Rick has most recently written cases and case notes on Digital 2.0 Music Distribution, Coca-Cola Amatil,, Customer Experience Systems, Stihl Inc., Colfax Corporation. For MBA students, he has organized school-wide team competitions on new digital and brick & mortar distribution trends, most recently in energy drinks and video games.

Rick is also managing director of Chicago Strategy Associates, a faculty-based corporate advisory firm focused on distribution and marketing strategies which he founded in 1991. Prior to that he was in sales and marketing positions with The Eastman Kodak Company.

Rick received his MBA from the Harvard Business School. He also holds an undergraduate degree in Statistics from Miami University.

Twitter: Marketing_Rick

Print Vita
MBA, 1985, Harvard Business School, Harvard University
B.A., 1979, Statistics, Miami University

Academic Positions
Associate Director, Center for Global Marketing Practice, Kellogg School of Management, Northwestern University-present
Clinical Associate Professor of Marketing, Kellogg School of Management, Northwestern University-present

Other Professional Experience
Managing Director, Chicago Strategy Associates, 1992-present
Vice President, Sogeti, 1985-1991
Various marketing positions, Eastman Kodak, 1980-1983

Print Research
Wilson, Richard. 2009. Coca-Cola Amatil: A Bottler Recharging Growth With Energy Drinks. Case 5-408-755 (KEL449).
Wilson, Richard. 2010. Target Corporation: Maintaining Relevance in the 21st Century Gaming Market. Case 5-110-003 (KEL442).
Wilson, Richard. 2008. Stihl Incorporated: Go-to-Market Strategy for Next-Generation Consumers. Case 5-308-501 (KEL398).
Wilson, Richard. 2009. Technical Note: Customer Experience Systems. Case 7-308-002 (KEL419).
Wilson, Richard. 2008. Colfax Corporation: Designing a Middle East Oil and Gas Distribution System. Case 5-408-750 (KEL405).

Print Teaching
Full-Time / Part-Time MBA
Digital Marketing and Commerce (MKTG-957-0)

In this experiential learning class you and your business team members will create an online retail strategy and working internet commerce site; including positioning your retail brand against target consumers, choosing category assortment, negotiating certain terms with vendors, setting prices and promotions, managing inventories, developing messaging and advertising, factoring in competition, and constructing a viable online business model. Then comes the hard part: real consumers will shop your stores at a KSM online shopping Mall. Depending on how they shop and what they buy, you must react, fast and effectively as the "pop-up" online store will only be open for a few weeks during the course. But even in that short time, you are likely to find that your effective strategy by the end of the course turns out altogether different from the one you developed at launch. That's real life and real business. And just as in business, you will be evaluated on your team's ability to optimize performance and results, as measured by a range of relevant retailing results metrics and shopper insights. This new experiential Marketing course builds on material covered in Marketing 430, Marketing 466, and other Marketing classes, and is a unique opportunity for Kellogg students to interact with an impressive list of top digital marketing and commerce executives who will speak about current topics and current practices within a structured academic setting. The course will be highly relevant to students with career interests in internet marketing, online commerce, consumer products, product and merchandising management, new business development, and entrepreneurial start-ups.

PLEASE NOTE: MKTG-957 cannot be dropped after the first week of classes.

At the Forefront (series) (MKTG-958-B)
Growth is a core challenge for every organization. This course provides an in-depth look at how established firms can generate profitable and sustainable growth. The class will review why growth is such a top priority and then work with a framework for growth. Students will learn how to think about growth, how to identify growth levers and how to prioritize opportunities.