Biography

Thomas S. Robertson recently has returned to research and teaching at Goizueta Business School. His prior position was to head the design and initial implementation of Emory University's International Strategy across its ten schools. Until December 2004 Tom was the Dean of Goizueta Business School. Under his leadership the Goizueta School raised quality indicators, increased scale, created international alliances, increased endowment and added a second building to the Goizueta campus.

Before assuming the responsibility for leadership at the Goizueta Business School, Tom was the Deputy Dean at London Business School responsible for the school's portfolio of world class degree and executive education programs. He was also the inaugural Sainsbury Professor and head of the Marketing Faculty. Previously, he was the Pomerantz Professor of Marketing at The Wharton School and Chair of the Marketing Faculty. At Wharton he served as Associate Dean for Executive Education and led the effort that built a major conference center on-campus and designed an innovative set of new senior management programs

Tom's business relationships have included a broad range of international companies as a board member, consultant, expert witness, and speaker. His expertise is in marketing strategy, innovation, market entry and market defense. His clients have included British Airways (UK), Dentsu Advertising (Japan), IBM, Procter & Gamble, Rolls Royce (UK), Schlumberger (France) Siam Cement (Thialand), Standard Life (UK), The Federal Trade Commission, and Verizon. Tom earned his Ph.D. at the Kellogg School, Northwestern University, and has held academic positions at Harvard Business School, UCLA, The Wharton School, and London Business School. His career as a scholar has encompassed research on the launch of technologies and innovations, as well as issues of marketing strategy under changing competitive environments. He has published in major international journals and business magazines, authored a number of books, and lectured at universities throughout North and Central America, Europe, Asia, and Australia.

Publications

• Winning the Take-Off Battle, with Sabine Kuester, European Business Forum 20:46-48, Winter 2005.
• Entry Strategy for Radical Product Innovations: A Conceptual Model and Propositional Inventory, with Elisa Montaguti and Sabine Kuester, International Journal of Research in Marketing 19:21-42, 2002.
• Retaliatory Behavior to New Product Entry, with Sabine Kuester and Christian Homburg, Journal of Marketing 63, October 1999.
• Technology Development Mode: A Transaction Cost Conceptualization, with Hubert Gatignon, Strategic Management Journal 19, June 1998.

Areas of Specialization

• Marketing strategy and competitive behavior
• Diffusion of innovation
• Market signaling and competitive defense

Achievements and Honors

• American Marketing Association - Best paper award, 1996 winter conference
• European Marketing Academy - Best paper award, 1995 annual conference
• Planning Forum Award - First place prize article in Planning Review, 1993
• Awarded Sainsbury Chair - London Business Schoo
• Awarded Pomerantz Chair - The Wharton School
• Awarded Candler Chair - Goizueta Business School

Professional Memberships and Activities

• American Marketing Association
• Association for Consumer Research
• Editorial board, Journal of Marketing, 1978-1998
• Advisory board, European Management Journal, 1993-1998
• European Marketing Academy
• Tranzonic (American Exchange) - Board of Directors, 1991 to 1998

Selected Consulting Clients

• British Airways
• IBM
• Proctor & Gamble
• Rolls-Royce plc
• Standard Life (U.K.)
• Federal Trade Commission

Academic Background
Ph.D., Marketing, Northwestern University, 1966
M.A., Sociology, Northwestern University, 1966
B.A., Marketing, Wayne State University, 1963