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: March 13, 2019

Hosts Americus Reed and Barbara Kahn are joined by Tami Kim (Assistant Professor of Marketing, University of Virginia Darden School of Business), Xiaoyan Deng (Associate Professor, Ohio State University), and Rebecca Hains (Professor of Advertising and Media Studies, Salem State University) on the Wednesday, March 13, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, March 13, 2019

Marketing Matters: March 6, 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, March 6, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, March 6, 2019

Marketing Matters: February 6, 2019

Hosts Americus Reed and Barbara Kahn are joined by goodnight/goodluck . (Band, goodnight/goodluck), Paul Reed Smith (Founder, Paul Reed Smith Guitars), Steve Vai (Musician, N/A), and Geoff Cottrill (VP-Strategic Marketing, The Coca-Cola Company) on the Wednesday, February 6, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, February 6, 2019

Marketing Matters: January 30, 2019

Hosts Americus Reed and Barbara Kahn are joined by Kevin Hamilton (Senior Brand Director, Avocados From Mexico), Daniel Korschun (Associate Professor of Marketing, Leobow College of Business at Drexel University), and Jason Teitler (Chair, Fan Experience specialty, Burson-Marsteller) on the Wednesday, January 30, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, January 30, 2019

Marketing Matters: January 23, 2019

Hosts Elea McDonnell Feit and Barbara Kahn are joined by Peter Adams (Reporter, Marketing Dive) on the Wednesday, January 23, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, January 23, 2019

Marketing Matters: January 9, 2019

Hosts Americus Reed and Barbara Kahn are joined by Tyler Suiters (VP of Communications, Consumer Technology Association (CTA)), Carreen Winter (Chairman of Reputation & Chief Strategy Officer, MWWPR), Charles Herman (Chief Medical Officer, Somatix Inc.), and Eran Ofir (CEO & Co-founder, Somatix) on the Wednesday, January 9, 2019 edition of Marketing Matters.Read More

Air Date: Wednesday, January 9, 2019

Marketing Matters: December 5, 2018

Hosts Americus Reed and Barbara Kahn are joined by Cliff Marks (President and Interim CEO, NCM), Sarah Whitley (Assistant Professor of Marketing, Spears School of Business, Oklahoma State 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, December 5, 2018 edition of Marketing Matters.Read More

Air Date: Wednesday, December 5, 2018

Knowledge@Wharton: December 4, 2018

Host Dan Loney is joined by Jeremy Ghez (Affiliate Professor of Economics and International Affairs, HEC Paris), Amy Edmondson (Novartis Professor of Leadership and Management, Harvard Business School), Garret Martin (Professorial Lecturer, School of International Service, American University), Ludovica Cesareo (Research Fellow in Marketing, The Wharton School, University of Pennsylvania), Ethan Mollick (Professor, The Wharton School), and Barbara Kahn (Patty and Jay H. Baker Professor Professor of Marketing, The Wharton School) on the Tuesday, December 4, 2018 edition of Knowledge@Wharton.Read More

Air Date: Tuesday, December 4, 2018

Knowledge@Wharton: September 26, 2018

Host Dan Loney is joined by Doris Kearns Goodwin (Author and Presidential Historian), Dorothy Kronick (Assistant Professor, Political Science, University of Pennsylvania), Mark Cohen (Director of Retail Studies, Columbia University Graduate School of Business), Jennifer Golbeck (Director of the Human-Computer Interaction Lab and Associate Professor of Information Studies, University of Maryland), William Burke-White (Deputy Dean and Professor of Law; Inaugural Director, World Perry House, University of Pennsylvania Law School), Kevin Werbach (Associate Professor of Legal Studies and Business Ethics, The Wharton School), and Barbara Kahn (Patty and Jay H. Baker Professor Professor of Marketing, The Wharton School) on the Wednesday, September 26, 2018 edition of Knowledge@Wharton.Read More

Air Date: Wednesday, September 26, 2018

Knowledge @Wharton: June 12, 2018

Host Dan Loney is joined by Ryder Pearce (CEO, Founder, YoGov), Randy Day (CEO, Perdue Farms), Kartik Chandran (Professor and Environmental Engineer, Columbia University), Elizabeth DeSombre (Camilla Chandler Frost Professor of Environmental Studies; Director of the Environmental Studies Program, Wellesley College), John Foley (Founder, CEO, Peloton), Shannon Schyuler (Principal Corporate Responsibility Leader, PwC), Pinar Yildirim (Assistant Professor of Marketing, The Wharton School), Kevin Werbach (Associate Professor of Legal Studies and Business Ethics, The Wharton School), and Barbara Kahn (Patty and Jay H. Baker Professor Professor of Marketing, The Wharton School) on the Tuesday, June 12, 2018 edition of Knowledge@Wharton.Read More

Air Date: Tuesday, June 12, 2018

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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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