Professor of Marketing Strategy, Kellogg School of Management, Northwestern University.
Gregory S. Carpenter served on the faculties of the University of California, Los Angeles, Columbia University, and the Yale School of Management before joining the Kellogg School faculty in 1990. He was named Richard M. Clewett Research Professor for 1991-92, Kraft Research Professor for 1993-1994, and McManus Research Professor for 1994-95. He is currently James Farley/Booz Allen Hamilton Professor of Marketing Strategy.
At the Kellogg school, Professor Carpenter teaches marketing strategy in masters, doctoral, and executive programs. He was voted Outstanding Professor of the Year Award by the Kellogg Managers’ Program in 1992, and he received the Sidney J. Levy Teaching Award in 1996. Business Week recognized him as an outstanding faculty in its Guide to the Best Business Schools. Professor Carpenter’s research focuses on competitive marketing strategy. He has twice been honored with the William F. O’Dell Award, given by the American Marketing Association to recognize outstanding contribution to marketing, in addition to winning the Paul E. Green Award. His work has appeared in the Journal of Marketing Research, Management Science, Marketing Science, and Psychometrika, and he recently edited Readings on Market Driving Strategies: Towards a New Concept of Competitive Advantage (Addison Wesley, 1997). His research has been featured by Harvard Business Review, Financial Times (London), and National Public Radio. His current work focuses on the impact of marketing strategies on firm valuation, the role of consumer learning in creating competitive advantage, and competitive differentiation strategies.
He serves or has served on the editorial boards of the Journal of Marketing Research, Marketing Science, and Marketing Letters, in addition to serving as Associate Editor of Location Science. He is a member of the Institute for Operations Research and Management Sciences, Association for Consumer Research, and American Marketing Association. His professional activities include projects with AT&T, Abbott, Amoco, Andersen Consulting, Bacardi, BBDO, Diageo, Dow Chemical, General Electric, GTE, Federal Reserve Bank, IBM, Kyodo Advertising, Merck, Motorola, Northern Telecom, Nynex, Philips, Procter & Gamble, Sara Lee, and Unilever.
Gregory Carpenter has opened Boussias Communications’ marketing seminar series, “Executive Seminar on Marketing Management” on April 2008, presenting competitive differentiation strategies.