Thomas S. Robertson Faculty Profile
Thomas S. Robertson
Reliance Professor of Management and Private Enterprise; Professor of Marketing and Management
Dean, The Wharton School
PhD, Northwestern University, 1966; MA, Northwestern University, 1966; BA, Wayne State University, 1963
Research Areas
Marketing strategy and competitive behavior; diffusion of innovation; market signaling and competitive defense
Recent Consulting
Procter & Gamble, IBM, SCA, Nestle Findus, ScottishPower, Standard Life, Merck, British Airways. and Verizon
Academic Positions Held
Wharton: 2007-present; 1971-94 (Dean, 2007-present; named Reliance Professor of Management and Private Enterprise, 2007; Associate Dean, Executive Education, 1984-88; Chairperson, Marketing Department, 1978-84, 1988-1994; named the Pomerantz Professor of Marketing, 1987-94). Previous appointments: Dean, Goizueta Business School, Emory University, 1998-2004; Deputy Dean, London Business School, 1994-98; Harvard University, University of California, Los Angeles
Career and Recent Professional Awards; Teaching Awards
American Marketing Association, best paper award, winter conference, 1996; European Marketing Academy, best paper award, 1995; Planning Forum Award, first place prize article in Planning Review, 1993
Corporate and Public Sector Leadership 2003-2007
American Marketing Association; Association for Consumer Research; Rotary Club; Carter Center Board of Counselors
Representative Publications
Handbook of Consumer Behavior, Thomas S. Robertson and Harold H. Kassarjian, eds., Englewood Cliffs, NJ: Prentice-Hall, 1991.
(with S. Kuester)
"Winning the Take-Off Battle." European Business Forum issue 20, pp.21-42 (Winter 2005).
(with E. Montaguti and S. Kuester)
"Entry Strategy for Radical Product Inovations: A Conceptual Model and Propositional Inventory."International Journal of Research in Marketing volume 19, pp.21-42 (2002).
(with S. Kuester and C. Homburg)
"Retaliatory Behavior to New Product Entry." Journal of Marketing volume 63, pp 90-106 (October 1999).
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