Yoram (Jerry) Wind

Yoram (Jerry) Wind
  • The Lauder Professor Emeritus and Professor of Marketing

Contact Information

  • office Address:

    700 Jon M Huntsman Hall
    3730 Walnut St.
    Philadelphia, PA 19104

Research Interests: Creativity and innovation, AI for customer engagement, global marketing strategy, growth strategies, marketing-driven business strategy, new product and business development

Links: CV


Yoram (Jerry) Wind joined Wharton in 1967 with a doctorate from Stanford and since 2017 has been the Lauder Professor Emeritus and Professor of Marketing. Since then, he’s continued his active research, publication, lecturing and advising of profit and nonprofit organizations. He founded the Wharton “Think Tank” – The SEI Center for Advanced Studies in Management and directed it for three decades. Among his many innovations at Wharton, he led the development of the Wharton Executive MBA, the Lauder Institute, the new MBA curriculum of 1990, The Wharton Fellows, Wharton School Publishing, and various research programs including The Future of Advertising. He has edited top marketing journals and published over 300 articles, manuscripts and chapters. He authored, co-authored, or edited 30 books and received the four major marketing awards: Buck Weaver, Parlin, Converse, and AMA/Irwin Distinguished Educator Award. He was inducted into the inaugural group of AMA Fellows. He was one of the original Legends in Marketing, with an 8-volume anthology published by Sage in 2014. He has consulted with over 100 companies and still testifies in intellectual property cases. He is a member of advisory boards of various companies and nonprofit organizations, including the Lauder Institute (since he founded it in 1984), American Friends of Reichman University (since its founding in 1995), QS (since 2018), and the Scientific Committee of SKEMA AI School of Business (since its founding in 2022). He is a trustee of the Philadelphia Museum of Art, the Curtis Institute of Music, and Grounds for Sculpture. He co-founded Reichman University, the first private, nonprofit university in Israel, formerly known as The Interdisciplinary Center (IDC) Herzliya, and the 2021 recipient of their Honorary Doctorate. His current research explores marketing-driven business strategy, creativity and innovation (developing a course for Coursera for all ages, professions and countries) and AI for customer engagement (editing a special issue of MBR on that topic). His recent books include Transformation in Times of Crisis (December 2020), Can Art Resolve Conflict? (2018), Beyond Advertising: Creating Value Through All Customer Touchpoints (2016) and The Network Imperative: How to Survive and Grow in the Age of Digital Business Models (2016). He is a 2017 inductee into the Marketing Hall of Fame, the recipient of the 2023 International Marketing Trends Conference Award (Paris), and the Co-founder of the Reimagine Education Global Competition and Conference.

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All Courses

  • MKTG7770 - Marketing Strategy

    This course views marketing as both a general management responsibility and an orientation of an organization that helps one to create, capture and sustain customer value. The focus is on the business unit and its network of channels, customer relationships, and alliances. Specifically, the course attempts to help develop knowledge and skills in the application of advanced marketing frameworks, concepts, and methods for making strategic choices at the business level.

  • MKTG8990 - Independent Study

    A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student's written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitutions will only be approved prior to the beginning of the semester.

Awards and Honors

Professor Wind is the recipient of numerous academic awards, including the four major marketing awards, The Charles Coolidge Parlin Award (1985), AMA/Irwin Distinguished Educator Award (1993), The Paul D. Converse Award (1996), and The Buck Weaver Award (2007). In addition, he was inducted to the inaugural group of AMA Fellows. He is a 2017 inductee into the Marketing Hall of Fame. He was one of the original Legends in Marketing, with an 8-volume anthology published by Sage in 2014. In 2021, he received an Honorary Doctorate from Reichman University.

  • Buck Weaver Award, 2007 Description

    MIT’s Buck Weaver Award was established by General Motors in honor of Henry Grady “Buck” Weaver, a pioneer in marketing research and market-based decision-making in the 1930s and GM’s first director of marketing research. The award recognizes the person who best combines theory and practice in marketing. Former winners of the award include Paul Green, David Aaker, Vince Barabba, and John Little.

  • Honorary Fellow of the Decade, Interdisciplinary Center, Herzliya (Israel), 2004
  • The 2003 Elsevier Science Distinguished Scholar Award of the Society for Marketing Advances, 2003
  • The Paul D. Converse Award, 1996
  • AMA/Irwin Distinguished Educator Award, 1993
  • The Charles Coolidge Parlin Award, 1985

In the News

Knowledge at Wharton


Latest Research

Jerry (Yoram) Wind and Margherita Pagani (Working), Unlocking Creative Potential: The Role of Artificial Intelligence in Fostering Creativity within The Marketing Domain.
All Research

In the News

Ten Guidelines for Creating Opportunities in a Time of Crisis

Every crisis contains the seeds of opportunity. In this opinion piece, co-authors Yoram (Jerry) Wind and Nitin Rakesh explain how to make them grow. Read More

Knowledge at Wharton - 4/14/2020
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Wharton Magazine

20 Years of Knowledge@Wharton

In the two decades since its launch, Knowledge@Wharton has become an invaluable resource for lifelong learning online, on the radio, and on podcasts. Meet its visionary founder and the team that’s spreading insights and education to a global audience.

Wharton Magazine - 04/19/2019