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: October 10, 2018

Hosts Americus Reed and Barbara Kahn are joined by Kristin Hildebrand (Founder, WONE) and Jay Stein (Chief Executive Officer, Dream Hotel Group) on the Wednesday, October 10, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, October 10, 2018

Marketing Matters: October 3, 2018

Hosts Americus Reed and Barbara Kahn are joined by Lynn Branigan (President and CEO, She Runs It) and Kate Ryan (Managing Director, US, Diffusion) on the Wednesday, October 3, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, October 3, 2018

Marketing Matters: September 19, 2018

Hosts Americus Reed and Barbara Kahn are joined by Mike May (VP of Business Strategy, Huge), Matthew Fisher (Postdoctoral Research Fellow, Carnegie Mellon), and Amish Shah (President, ALTR Created Diamonds) on the Wednesday, September 19, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, September 19, 2018

Marketing Matters: September 12, 2018

Hosts Americus Reed and Barbara Kahn are joined by Shachar Orren (Chief Storyteller, Playbuzz), Caleb Warren (Assistant Professor, University of Arizona), and Ryan Millman (Co-founder and CEO, UnDigital) on the Wednesday, September 12, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, September 12, 2018

Marketing Matters: August 29, 2018

Hosts Americus Reed and Barbara Kahn are joined by Peter Adams (Reporter, Marketing Dive) and Mpho Sekwele (Founder, SintuOnline) on the Wednesday, August 29, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, August 29, 2018

Marketing Matters: August 1, 2018

Hosts Americus Reed and Barbara Kahn are joined by Joseph Goodman (Associate Professor of Marketing and Logistics, Ohio State University), Sucharita Kodali (Retail Analyst, Forrester), and Stephen Hahn-Griffiths (Chief Reputation Officer, Reputation Institute) on the Wednesday, August 1, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, August 1, 2018

Marketing Matters: July 18, 2018

Hosts Americus Reed and Barbara Kahn are joined by Erik Rosenstrauch (CEO, FUEL Partnerships), Nailya Ordabayeva (Assistant Professor of Marketing, Carroll School of Management, Boston College), and Steve Wanczyk (Associate Vice President, Braithwaite Communications) on the Wednesday, July 18, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, July 18, 2018

Marketing Matters: July 11, 2018

Hosts Americus Reed and Barbara Kahn are joined by Marissa Tarleton (CMO, RetailMeNot), Danielle Bernstein (Blogger, Entrepreneur, We Wore What; SSO by Danielle), Richard Wong (Vice President, Marketing & Creator Relations of #paid, #paid), and Doug Fletcher (Founder; Lecturer, Montana State University; Co-Author of “How Clients Buy”, Fletcher & Company) on the Wednesday, July 11, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, July 11, 2018

Marketing Matters: June 27, 2018

Hosts Americus Reed and Barbara Kahn are joined by Anastasiya Ghosh (Assistant Professor of Marketing, University of Arizona), Joshua March (Founder & Chief Executive Officer; Author of “Message Me: The Future of Customer Service in the Era of Social Mesaging and Artificial Intelligence”, Conversocial), and Jessica Mashkevich (Founder and Chief Comfort Officer; Creator of the THROWBEE, Kona Benellie) on the Wednesday, June 27, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, June 27, 2018

Marketing Matters: June 13, 2018

Hosts Americus Reed and Barbara Kahn are joined by Molly Borman (Just Nips, Founder), Allen Gennett (Founder, CEO; Author of the Creative Curve, Track Maven), and Sanjiv Gajiwala (Senior Vice President, Marketing, Mike’s Hard Lemonade) on the Wednesday, June 13, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, June 13, 2018

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Marketing Matters: October 31, 2018 Episode Featured ImageMarketing Matters: October 31, 2018

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 ScheinRead More

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