Professor of Marketing
Professor Peter Golder’s research and teaching focus on innovation and global marketing strategy. In 2012, he received the Elsevier Distinguished Scholar Award for his “brilliant work and nurturing of the historical method in research in marketing.” In 2011, he received the American Marketing Association’s Excellence in Global Marketing Research Award for his 2002 Journal of Marketing Research article, “Whose Culture Matters? Near-Market Knowledge and Its Impact on Foreign Market Entry Timing.” The paper, co-authored by Debanjan Mitra, introduces the concept of near-market knowledge which helps companies make better market entry decisions by utilizing the knowledge they generate by operating in markets that are culturally and economically similar.
Professor Golder is also the co-author with Gerard J. Tellis of Will and Vision: How Latecomers Grow to Dominate Markets (McGraw-Hill, 2002) which won the Berry Book prize as the best book in marketing and was also selected as one of the Top Ten Books of the Year by Harvard Business Review. His research has won seven best-paper awards and been featured several times in The Wall Street Journal, as well as in the Financial Times, The Economist, Advertising Age, and many other publications. His research was recognized by the American Marketing Association with the first Award for Early Career Contributions to Marketing Strategy.
He has appeared on CBS, CNN, and the Nightly Business Report and been quoted in The New York Times, BusinessWeek, and other major publications. Professor Golder has six years of professional experience in the aerospace and oil industries and has consulted in other industries. He received his BS in mechanical engineering from the University of Pennsylvania and his PhD in business administration from the University of Southern California.
Professor Golder joined the Tuck faculty in 2009. Previously, he was Professor of Marketing, George and Edythe Heyman Faculty Fellow, marketing department doctoral program coordinator, and recipient of the Executive MBA Teaching Excellence Award at New York University’s Stern School of Business. He has also held faculty appointments at UCLA and Peking University’s Guanghua School of Management, where he is currently Honorary Professor in the marketing department.