Prof. Carpenter is a professor at Kellogg School of Management (Northwestern University). Before joining he was professor at Yale, UCLA and Columbia. He founded the Center for Market Leadership. His research on competitive marketing strategy has been recognized by American Marketing Association and cited in cases before the US Supreme Court. His contribution on first mover advantage has been selected as one of Harvard Business Review most influential papers.

He is consultant  on marketing strategy  to such companies as: Cadbury-Schweppes, Coca-Cola, Dow Chemical, General Electric, Microsoft, Procter & Gamble, Unilever, Visa, etc.