Gregory Carpenter
Harold T. Martin Professor of Marketing
Director of the Center for Market Leadership
Gregory Carpenter's research and teaching focuses on understanding how firms thrive by succeeding with consumers. His current work on marketing strategy focuses on understanding the role of customers and brands in the success of luxury firms, which are now among the most valuable companies in the world. Recent award-winning work examines how firms that face serious challenges create a more customer-focused culture leading to renewed success. He is extending this line of research, summarized in Resurgence: The Four Stages of Market-Focused Reinvention (Palgrave Macmillan, 2014), by exploring how health-care systems shift from a physician-centric approach to a more consumer-centric perspective to delivery of health care. He previously co-edited the Handbook of Marketing Strategy (Edward Elgar, 2012), and Readings on Market-Driving Strategies: Toward a New Concept of Competitive Advantage (Addison Wesley, 1997).
Appearing 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 recognized by the 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 Award.
Harvard Business Review, Financial Times, Forbes, BusinessWeek, and National Public Radio have featured his research, and it has been cited in arguments before the United States Supreme Court. Recognized by BusinessWeek as one of a small group of outstanding faculty in its Guide to the Best Business School, he was voted Outstanding Professor of the Year Award by the Kellogg Managers' Program, and he received the Sidney J. Levy Teaching Award.
He teaches an elective in the MBA program, Luxury Strategy, and he is the academic director of three Kellogg executive program: Kellogg's Chief Marketing Officer Program, an in-person program that helps prepare people for a demanding enterprise-wide leadership role; the Chief Marketing Officer Certificate Program, an on-line set of courses for aspiring CMOw, and The Customer-Focused Organization, which explores how organization become more sucessful by embracing the customer perspective. He co-chairs the Marketing Leadership Summit, bringing thought leaders together each fall to explore the future of marketing.
He often speaks and advises firms. Past and current clients include Bacardi, Carnival Corporation, Champage Louis Roederer, 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.
A former Academic Trustee of the Marketing Science Institute, he served as a member of the board of advisors of Hamilton Consultants, and a member of the advisory board of Terlato Wine Group. He was named a Chevalier in the Ordre des Coteaux de Champagne for his contribution to champagne.
Previously on the faculty of the UCLA, Columbia University, and the Yale School of Management, he received his B.A. from Ohio Wesleyan University, and M.B.A., M.Phil. and Ph.D. degrees from Columbia University.
- Marketing strategy
- competitive advantage
- brand management
- luxury brands
- strategies for market entry
- corporate culture
- Marketing strategy
- luxury brands
- marketing management
- culture change
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PhD, 1983, Business, Columbia University
MPhil, 1983, Business, Columbia University
MBA, 1980, Business, Columbia University
BA, 1978, Economics, Mathematics, Ohio Wesleyan University -
Harold T. Martin Professor of Marketing, Kellogg School of Management, Northwestern University, 2020-present
James Farley / Booz Allen Hamilton Professor of Marketing Strategy, Kellogg School of Management, Northwestern University, 1999-2020
Associate Professor, Kellogg School of Management, Northwestern University, 1990-1999
Visiting Associate Professor of Marketing, School of Management, Yale University, 1990
Associate Professor of Business, Columbia Business School, Columbia Univeristy, 1987-1990
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 -
Marketing Strategy Doctoral Consortium Faculty Fellow, 2020
Doctoral Consortium Faculty, American Marketing Association, 2017
Sheth Foundation/Journal of Marketing Award, American Marketing Association, 2014
Chevalier, Ordre des Coteaux de Champagne, 2010
Robert D. Buzzell Marketing Science Institute Award, Marketing Science Institute, 2008
Marketing Science Institute/H. Paul Root Award, Marketing Science Institute, 2006
Doctoral Consortium Faculty, American Marketing Association, 2006
Donald R. Lehmann Award, American Marketing Association, 2000
William F. O'Dell Award, American Marketing Association, 1999
Paul E. Green Award, American Marketing Association, 1999
Doctoral Consortium Faculty, American Marketing Association, 1996
Sidney J. Levy Teaching Award, Kellogg School of Management, 1996
William F. O'Dell Award, American Marketing Association, 1994
Phelps Lecture, University of Michigan, 1993
Part-Time MBA Program Professor of the Year Award, Kellogg School of Management, 1992
Doctoral Consortium Faculty, American Marketing Association, 1991
Doctoral Consortium Faculty, American Marketing Association, 1989
Doctoral Consortium Faculty, American Marketing Association, 1985
Hermes Scholar, Columbia University, 1982
Booz Allen & Hamilton Fellow, Columbia University, 1981
Dean's Merit Fellow, Columbia University, 1980
University Fellow, Ohio Wesleyan University, 1978
Charles Edison Memorial Fellow, Georgetown University, 1977 -
Editorial Board, Journal of Marketing, 2018-2024
Co-Editor, International Journal of Research in Marketing, 2014-2017
Associate Editor, Management Science, 2010
Editorial Board, (Editor Selection Committee) Journal of Marketing, 2004
Editorial Board, Journal of Marketing, 2002-2005
Associate Editor, Location Science, 1995-2000
Editorial Board, Journal of Marketing Research, 1991-2003
Editorial Board, Marketing Science, 1990-1997
Editorial Board, Marketing Letters, 1989-2001
Marketing Topics: Behavioral and Quantitative Perspectives (MKTG-565-0)
This seminar focuses on research topics that are central to the field of marketing. Although seminars often consider these questions from either a quantitative or a behavioral, this class provides Ph.D. students with an introduction to research by drawing on both quantitative and behavioral approaches, a broad range of methods, and different research paradigms used in marketing.
Chief Diversity Officer Summit
Discuss the latest academic research, practitioner insights and best practices in the area of diversity and inclusion with a select group of cross-sector peers.
Chief Marketing Officer Program
Master the insights needed to navigate significant challenges faced by CMOs today, by engaging in meaningful discussions with Kellogg's top faculty and industry executives. This program is specifically designed to increase the odds of success for enterprise marketing leaders.
Kellogg Corporate Governance Conference
Exclusive, by-invitation-only annual conference that brings together more than 200 corporate directors and CEOs to discuss critical issues in corporate governance.
The Customer-Focused Organization
The digital revolution is empowering customers, fueling disruptive innovation and globalization of markets. In the wake of these challenges, firms that are customer-centric thrive. Learn how leaders successfully infuse a customer-centric perspective throughout an organization, generate value, build brands with meaning, and offer exceptional customer experiences to win in the digital age.
Luxury Strategy (MKTG-963-0)
In this course, we explore how firms develop successful luxury strategies. Rather than starting from consumer needs, firms create luxury strategy starting with a vision or inspiration. Instead of responding to consumers, luxury strategies shape customer thinking. We will explore how firms craft strategies that yields rare, extraordinary and symbolic value for consumers. We will explore how luxury firms attract devoted customers while paradoxically rejecting consumer input, create symbolic value, and remain rare and extraordinary in the minds of consumers while achieving enduring global success.
