Paul E. Green
Emeritus Professor of Marketing
700 Jon M. Huntsman Hall
3730 Walnut Street
University of Pennsylvania
Philadelphia, PA 19104-6340
Phone: (215) 898-7777
Fax: (215) 898-2534
E-mail: greene@wharton.upenn.edu
Please see our ARCHIVE of Paul Green's research in conjoint analysis and other marketing research tools
Curriculum Vitae
Professor Green's resumé is available as an Adobe Acrobat PDF document.
Research Interests
Multivariate data analysis; marketing research methods; conjoint analysis;
multidimensional scaling; optimal product design; cluster analysis and segmentation
Current Projects
Optimal product and product line design. New methods for market segmentation. Marketing strategy in competitive reaction environments.
Adventures in Conjoint Analysis: A Practitioner's Guide to Trade-Off Modeling and Applications, with Abba Krieger and Jerry Wind - The authors have provided a full downloadable copy of the monograph in hopes to elicit reader feedback on both linguistic and content evaluations. If you are a marketing research practitioner or academic who is also interested in real world applications, please offer your comments and suggestions.
Honors
2004 INFORMS Impact Prize, introduced this year. In recognition of its status as a ãlifetime achievementä award, it will be awarded only once every two years. The INFORMS Impact Prize was awarded on October 25 at the INFORMS annual meeting in Denver. The Impact Prize was introduced to recognize long-term contributions to theory and practice that are widely used in both academia and business. The five-member prize committee unanimously approved the decision to recognize Greenâs extensive contributions to marketing research methodology and applications over a 45-year career span.
Paul E. Green has been named the first recipient of the MIT Sloan School of Management Buck Weaver Award. Paul was the unanimous choice from a list of 25 nominees from business and academia. The award is sponsored by General Motors in honor of Henry Grady ãBuckä Weaver who was a pioneer in marketing research and market-based decision making in the 1930s. The award was established to honor individuals who have made important contributions to the advancement of theory and practice in marketing science.
The Wroe Alderson Distinguished Lecturer Series presentation for 2002 was given by Paul E. Green, in connection with a 2-day conference. May 17th and 18th, honoring Professor Green's 40th anniversary with the Marketing Department and his "retirement" from teaching.
Marketing Science Institute: Featured Academic (1990): "Paul Green: Mastering Tradeoffs" - MSI website - PDF version
Current Research Papers
E. T. Bradlow, P. E. Green, and A. M. Krieger, "Hierarchical Bayes in Conjoint Analysis: An Application Involving Embedded Prices"
Recent Publications
Jim Lattin, Doug Carroll, and Paul Green (2003) Analyzing Multivariate Data, Brooks/Cole, a division of Thompson Learning Inc. - Offering the latest teaching and practice of applied multivariate statistics, this text is perfect for students who need an applied introduction to the subject.
A. M. Krieger, P. E. Green, L. Lodish, et al. (2003), "Consumer Evaluation of 'Really New' Services: The Traffic Pulse System," Journal of Marketing Services, 17, April.
P. E. Green, Richard M. Johnson, and William D. Neal (2003) "The Journal of Marketing Research: It's Initiation, Growth, and Knowledge Dissemination," Journal of Marketing Research, 40 (February).
A. M. Krieger and P. E. Green (2002), "A Decision Support Model for Selecting Product/Service Benefit Positionings," European Journal of Operational Research, 142, 187-202.
P. E. Green and A. M. Krieger (2002), "A Dual Approach to the Analysis of Buyers' Brand Consideration Sets," Journal of Marketing Research.
P. E. Green and A. M. Krieger (2002), "What's Right with Conjoint Analysis," Marketing Research.
Y. (J.) Wind, A. M. Krieger, and P. E. Green (2002), "Marketing Research in the Courtroom," Marketing Research, March.
Software Using Conjoint Analysis
Professor Green has been responsible for the development of several software programs using conjoint analysis. FAQ documents and User Manuals are available here.
Mass Media Coverage, including Citations in Knowledge@Wharton
Professor Green's research is cited or described in the following Knowledge@Wharton articles:
