Lecture date: September 4-5, 2017
Tentative lecture topic
Shaping Perceptual Monopolies as a Value-Creation Strategy
After serving on the faculties of the University of California Los Angeles (UCLA), Columbia University, and the Yale School of Management, Gregory S. Carpenter joined the faculty of the Kellogg School in 1990. He was named James Farley/Booz Allen Hamilton Professor of Marketing Strategy in 1999, founded the Center for Market Leadership, and elected chair of the marketing department.
Professor Carpenter’s research on competitive marketing strategy has appeared in leading academic journals in addition to being featured by Harvard Business Review, Financial Times (London), and National Public Radio. The American Marketing Association has recognized his contributions to marketing with the William F. O’Dell Award, the Paul E. Green Award, the Donald R. Lehmann Award, and the Marketing Science Institute/H. Paul Root Award. He is famous for his first mover strategies research and understanding of creation of perceptual market monopolies, having his research cited in cases before the US Supreme Court and used to make competitive rulings in cases of perceptual monopolies.
In addition to research and teaching, he is an Academic Trustee of the Marketing Science Institute and he served as member of the Board of Advisors of Terlato Wine Group. He is consultant to many organizations on marketing strategy, including Advanced Micro Devices, Bacardi, Cadbury-Schweppes, Carnival Corporation, Coca-Cola, Cunard Lines, Diageo, Dow Chemical, Federal Reserve Bank, General Electric, Harley-Davidson, International Paper, Microsoft, Motorola, Procter & Gamble, Sara Lee, Unilever, and Visa.
Lecture focuses on understanding (a) strategies that market pioneers can implement to create perceptual monopolies, and (b) strategies that market challengers can implement to have a chance at taking over the market leader’s monopolistic position in consumer minds. As markets exist only in consumer minds, prof. Carpenter will introduce the concept of resurgence which examines how companies can reinvent themselves by embracing a consumer perspective, which is the result of his decade-long research reinvention successes and failures. By understanding the process of building the consumer into company’s value system, and building the company into a consumer’s value system, companies can successfully manage their monopolistic positions in consumers’ minds.