Barbara Kahn

Patty and Jay H. Baker Professor Professor of Marketing, The Wharton School
Wharton faculty

Barbara E. Kahn returned to The Wharton School in January 2011 to serve as the Patty and Jay H. Baker Professor of Marketing and the Director of the Jay H. Baker Retailing Center. Prior to rejoining Wharton, Barbara served for three and a half years as the Dean and Schein Family Chair Professor of Marketing at the School of Business Administration, University of Miami, Coral Gables, Florida. While Dean at the University of Miami, she launched new global initiatives and academic programs, attracted top faculty from some of the world’s leading business schools to enhance the caliber of the school’s research and teaching, and established new partnerships with the business community. All of these initiatives helped the School rise significantly in the ratings. She also established the Global Business Forum at the University of Miami which brought over 1000 leading business executives and professionals to the campus.

Before becoming Dean at University of Miami, Barbara spent 17 years at The Wharton School as the Dorothy Silberberg Professor of Marketing. She was also Vice Dean and Director of the Wharton Undergraduate program. She was a Senior Fellow of the Leonard Davis Institute and a faculty member of the Graduate Group in the Psychology Department. Before joining the Wharton faculty in 1990, Barbara served on the faculty at the Anderson School of Management at UCLA. She was the Hakuhodo Advertising Agency Visiting Scholar at University of Tokyo in 1993 and a Visiting Academic at the University of Sydney, Australia, in 1996.

Barbara is an internationally recognized scholar on variety seeking, brand loyalty, retail assortment issues and patient decision-making whose research provides marketing managers with a better understanding of the consumer choice process. She has published more than 60 articles in leading academic journals. Between 1982 and 2006, she was the world’s seventh most published author of articles in the most prestigious marketing journals. She co-authored Grocery Revolution: The New Focus on the Consumer, a book that chronicled the dramatically changing supermarket industry and outlined how consumers make choices within the supermarket. In 2013, she published Global Brand Power: Leveraging Branding for Long-Term Growth.

Barbara has been elected president of the Association of Consumer Research, elected president of the Journal of Consumer Research Policy Board and selected as a Marketing Science Institute Trustee. She has been or is area editor at Marketing Science, and associate editor both at the Journal of Consumer Research and Journal of Marketing. She is or has been on the editorial boards of the Journal of Marketing Research, Marketing Science, the Journal of Marketing, the Journal of Consumer Research, the Journal of Behavioral Decision Making and Marketing Letters.

She received her PhD, MBA and MPhil degrees from Columbia University, and a BA in English Literature from the University of Rochester.

Barbara’s latest book is available for purchase “The Shopping Revolution: How Successful Retailers Win Customers in an Era of Endless Disruption” (Philadelphia: Wharton Digital Press, 2018).

Book – https://wdp.wharton.upenn.edu/book/shopping-revolution/

Past Appearances

Marketing Matters: September 25, 2019

Hosts Americus Reed and Barbara Kahn are joined by Cooper Lawrence (Multiple Gracie Award winning radio host, TV Personality, Author, and Ph.D., 710 WOR), Jason Yim (CEO, Trigger), Mike Kijewski (CEO, MedCrypt), and Catharine Hays on the Wednesday, September 25, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, September 25, 2019

Marketing Matters: September 18, 2019

Hosts Americus Reed and Barbara Kahn are joined by Andrew Chung (Founder & CEO, Innovo Property Group), Kwame A. Appiah (Professor of Philosophy and Law, New York University), and Lee Thompson (Co-Founder, FlashPack) on the Wednesday, September 18, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, September 18, 2019

Marketing Matters: September 11, 2019

Hosts Americus Reed and Barbara Kahn are joined by Jake Hancock (Partner, Brand Strategy, Lippincott), Jennifer Escalas (Professor of Marketing, Owen Graduate School of Management, Vanderbilt University), and Norty Cohen (Founder; Author of “The Participation Game: How the Top 100 Brands Build Loyalty In A Skeptical World”, Moosylvania) on the Wednesday, September 11, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, September 11, 2019

Marketing Matters: September 4, 2019

Hosts Americus Reed and Barbara Kahn are joined by William Humphrey (Assistant Professor of Marketing, Florida International University) and Brad Grossman (Founder, CEO, Zeitguide) on the Wednesday, September 4, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, September 4, 2019

Marketing Matters: August 28, 2019

Hosts Americus Reed and Barbara Kahn are joined by Gideon Nave (Professor, Marketing, the Wharton School), Joel Beckerman (Award-Winning Composer and Founder of Man Made Music; Author of The Sonic Boom: How Sound Transforms the Way We Think, Feel, and Buy, Man Made Music), and Geoff Cottrill (VP-Strategic Marketing, The Coca-Cola Company) on the Wednesday, August 28, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, August 28, 2019

Marketing Matters: August 21, 2019

Hosts Americus Reed and Barbara Kahn are joined by Sam Yagan (CEO, ShopRunner), Laura Stampler (Contributing Writer, Fortune Magazine), and Chris Rodgers (Founder and CEO, Colorado SEO Pros) on the Wednesday, August 21, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, August 21, 2019

Marketing Matters: August 7, 2019

Hosts Americus Reed and Barbara Kahn are joined by Andrew Chung (Founder & CEO, Innovo Property Group), Kwame A. Appiah (Professor of Philosophy and Law, New York University), and Lee Thompson (Co-Founder, FlashPack) on the Wednesday, August 7, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, August 7, 2019

Marketing Matters: July 31, 2019

Hosts Americus Reed and Barbara Kahn are joined by Kristin Flor Perret (Senior Vice President-Global Marketing, WE Communications), Meng Zhu (Associate Professor, Johns Hopkins University), and Joseph Jaffe (Author, “Built to Suck”, HMS Beagle) on the Wednesday, July 31, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, July 31, 2019

Marketing Matters: July 24, 2019

Hosts Americus Reed and Barbara Kahn are joined by Simon Tam (Founder and Bassist, The Slants), Dan Granger (CEO and Founder, Oxford Road), and Daniel Korschun (Associate Professor of Marketing, Lebow College of Business at Drexel University) on the Wednesday, July 24, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, July 24, 2019

Marketing Matters: June 19, 2019

Hosts Elea McDonnell Feit and Barbara Kahn are joined by Michael Cohen (Chief Technology & Data Officer, Marketing Evolution), Kelley Gullo (Marketing PhD Candidate, Duke University, Fuqua School of Business), and Sucharita Kodali (Retail Analyst, Forrester) on the Wednesday, June 19, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, June 19, 2019

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Analysis and research into advertising, marketing, customer behavior, and new product launches.
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On Wharton Business Radio

Marketing Matters: October 9, 2019 Episode Featured ImageMarketing Matters: October 9, 2019

Hosts Americus Reed and Barbara Kahn are joined by Mansur Khamitov (Assistant Professor of Marketing and Consumer Behavior, Nanyang Business School, NTU Singapore) and Frost Prioleau (Co-Founder and CEO, Simpli.fi) on the Wednesday, October 9, 2019 edition of Marketing Matters.

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