Gregory Carpenter

  • 1489 Citations
1985 …2020

Research output per year

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Personal profile

Research Interests

Professor Carpenter focuses on understanding how firms succeed with consumers. He examines how firms that face serious challenges enjoy renewed success by transforming their culture to focus more on customers. 

Education/Academic qualification

Business, MPhil, Columbia University

… → 1983

Business, PhD, Columbia University

… → 1983

Business, MBA, Columbia University

… → 1980

Economics and Mathematics, BA, Ohio Wesleyan University

… → 1978

Research interests

  • Brand management
  • Consumer behavior
  • Consumer products
  • Marketing management
  • Marketing strategy
  • New product development
  • Strategy

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Research Output

The past, present, and future of marketing strategy

Sozuer, S., Carpenter, G. S., Kopalle, P. K., McAlister, L. M. & Lehmann, D. R., 2020, (Accepted/In press) In : Marketing Letters.

Research output: Contribution to journalArticle

  • 1 Scopus citations

    The promise of targeted innovation

    Corstjens, M., Carpenter, G. S. & Hasan, T. M., Dec 2019, In : MIT Sloan Management Review. 60, 2, p. 39-44 6 p.

    Research output: Contribution to journalArticle

    1 Scopus citations

    Status Games: Market driving through social influence in the U.S. Wine industry

    Humphreys, A. & Carpenter, G. S., Sep 2018, In : Journal of marketing. 82, 5, p. 141-159 19 p.

    Research output: Contribution to journalArticle

  • 15 Scopus citations

    Theory + practice in marketing

    Lehmann, D. R. & Carpenter, G., Dec 1 2016, In : International Journal of Research in Marketing. 33, 4, p. 709-710 2 p.

    Research output: Contribution to journalEditorial

    The New CMO: Leading Change From The Outside In And Inside Out

    Carpenter, G. S., Apr 20 2015, In : Forbes.

    Research output: Contribution to journalArticle