Faculty Directory

Peter N. Golder

Professor of Marketing





Personal Website



PhD, University of Southern California, 1994; BS, University of Pennsylvania, 1984

Areas of Expertise

New products, quality, branding, global marketing

Current Research Topics

  • Market entry timing
  • Long-term market leadership
  • Branding
  • Global marketing
  • Quality

Professional Activities

Academic positions

  • Tuck School of Business, 2009–present
  • Professor of Marketing, 2008–09, George and Edythe Heyman Faculty Fellow, 2004–09, Associate Professor of Marketing, 1999–2008, Assistant Professor of Marketing, 1995–99, Stern School of Business, New York University
  • Visiting Professor of Marketing, Guanghua School of Management, Peking University, 2006–07
  • Visiting Assistant Professor of Marketing, University of California, Los Angeles, 1994–95
  • Research and Teaching Assistant, University of Southern California, 1990–94

Nonacademic positions

  • Engineer, Technical Editor, Financial Analyst, Northrop, 1986–90
  • Project Engineer, Conoco, 1984–86

Editorial positions

  • Editorial Boards
    AMS Review
    International Journal of Research in Marketing
    Marketing Letters
  • Ad Hoc Reviewer
    Journal of Marketing
    Journal of Marketing Research
    Marketing Science


  • Elsevier Distinguished Scholar Award, lifetime achievement award for “brilliant work and nurturing of the historical method in research in marketing,” 2012
  • Early Career Award for contributions to marketing strategy research, American Marketing Association, 2003

Best Paper/Book Awards

  • Maynard Award for contribution to marketing theory and thought, Journal of Marketing, 2013
  • Long-Term Impact Award, Marketing Science, 2012
  • Excellence in Global Marketing Research Award, American Marketing Association, 2011
  • Buzzell Award, Marketing Science Institute, 2007, 1994
  • Berry Book Prize for best book in marketing, American Marketing Association, 2003
  • Top Ten Business Book of the Year, Harvard Business Review, 2002
  • O’Dell Award for long-term contribution, Journal of Marketing Research, 1998
  • Bass Award for best dissertation-based paper, Marketing Science, 1998

Selected Publications

  • With D. Mitra and C. Moorman, “What is Quality? An Integrative Framework of Processes and States,” Journal of Marketing, 76, 2012
  • With R. Shacham and D. Mitra, "Innovations’ Origins: When, By Whom, and How are Radical Innovations Developed?" Marketing Science, 28, 2009
  • With D. Markovitch, "Using Stock Prices to Predict Market Events: Evidence on Sales Takeoff and Long-Term Firm Survival," Marketing Science, 27, 2008
  • D. Mitra, "Does Academic Research Help or Hurt MBA Programs?" Journal of Marketing, 72, 2008
  • With D. Mitra, "Quality Is in the Eye of the Beholder," Harvard Business Review, 85, 2007
  • With G.J. Tellis, Will and Vision: How Latecomers Grow to Dominate Markets, McGraw-Hill, 2002
  • With D. Mitra, "Whose Culture Matters? Near-Market Knowledge and Its Impact on Foreign Market Entry Timing," Journal of Marketing Research, 39, 2002
  • "Historical Method in Marketing Research with New Evidence on Long-Term Market Share Stability," Journal of Marketing Research, 37, 2000
  • With G.J. Tellis, "Will It Ever Fly? Modeling the Takeoff of Really New Consumer Durables," Marketing Science, 3, 1997
  • With G.J. Tellis, "Pioneer Advantage: Marketing Logic or Marketing Legend?" Journal of Marketing Research, May 1993