Faculty Directory

Paul Garrison

Visiting Professor of Business Administration

E-Mailpaul.garrison@tuck.dartmouth.edu

Phone603-646-3745

DegreeBA, Western Colorado State College, 1979

AREAS OF EXPERTISEExponential marketing, engagement communications, brand strategy, organizational customer value alignment, consumer-centric innovation

Current Research Topics

  • Behavioral consumer segmentation
  • Brand-centric corporate social responsibility (the ‘Brand Halo’)

Selected Publications

  • Monthly marketing columns in BrandAge (Turkey) and Biz (Romania), 2010–present
  • Exponential Marketing, Management Publishing, 2009
  • Concrete Statues, Kassak Publishing, 2001

Awards

  • Woodruff Cup recipient for most outstanding division in the world, The Coca-Cola Company, 1997

Professional Activities

Academic positions

  • Visiting Professor of Business Administration, Tuck School, 2011–present
  • Visiting Professor of Marketing, Moscow School of Management SKOLKOVO, 2010–present
  • Adjunct Professor of Marketing, Maastricht School of Management, Romania, 2010–present
  • Dean and Managing Director, 2007–09, Professor of Marketing, 2005–10, CEU Business School, Central European University, Budapest, Hungary
  • Adjunct Professor of Marketing, Corvinus University, Budapest, Hungary 2000–07

Nonacademic positions 

  • Chairman, The Garrison Group, 2003–present
  • Managing Director, Coca-Cola Hungary, 1996–2000
  • Marketing Director for Central and Eastern Europe, The Coca-Cola Company, 1995–96
  • President, Garrison Lontine Advertising, 1985–95
  • District Manager, Coca-Cola USA, 1981–85
  • Unit Manager, Procter & Gamble, 1979–81

Board memberships

  • United Way Hungary 2004–10
  • Goodwill Industries, 1988–94