Yoram (Jerry) Wind

Yoram (Jerry) Wind
  • The Lauder Professor Emeritus of Marketing
  • Academic Director, The Wharton Fellows Program
  • Director, SEI Center for Advanced Studies in Management

Contact Information

  • office Address:

    The Wharton SEI Center for Advanced Studies in Management
    3733 Spruce St., #437
    Philadelphia, PA 19104

Research Interests: global marketing strategy, growth strategies, marketing strategy, marketing-driven corporate strategy, new product and business development

Links: CV


Professor Jerry Wind is internationally known for pioneering research on organizational buying behavior, market segmentation, conjoint analysis, and marketing strategy. He consults with major firms around the world, provides expert testimony in many intellectual property and antitrust cases, and has lectured in over 50 universities worldwide.

Professor Wind is one of the most cited authors in marketing. He is a regular contributor to the professional marketing literature, with 22 books and more than 250 research papers, articles and monographs on marketing strategy, marketing research, new product and market development, consumer and industrial buying behavior and international marketing. He 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).  His 2004 book The Power of Impossible Thinking: Transform the Business of Your Life and the Life of Your Business, draws on the latest research in neuroscience to explain how a person’s mental models can distort perceptions, creating both limits and opportunities.

Professor Wind is the founding editor of Wharton School Publishing, a joint venture with Pearson, and during his four-year tenure he published over 60 books. Over the years he has served as editor-in-chief of the Journal of Marketing, the policy boards of the Journal of Consumer Research and Marketing Science, the editorial boards and guest editor of all the major marketing journals.  Dr. Wind led the creation of the Wharton Executive MBA Program (1974) and was founding director of both the Joseph H. Lauder Institute (1983-1988) and Wharton International Forum (1987).  He led the reinvention of the Wharton MBA curriculum (1991-93) and the development of the Wharton globalization strategy (1995-1997).  He is the founding director of the Wharton SEI Center, whose mission is to ensure the relevance of management research and education to the evolving needs of business and society in the 21st century by partnering with global thought leaders in diverse fields to anticipate the needs of management, identify forces of change, and understand and create emerging management paradigms. Professor Wind is also the founding academic director of the Wharton Fellows program, (2000), a powerful glob­al network of CEOs and senior executives who are committed to lifelong learning focused on transformational leadership. He is the founding director the Wharton Future of Advertising Program (2008), whose mission is to act as a catalyst for deeper insights, bolder innovation, and broader positive impact of advertising.

Professor Wind has taught MBA courses in Marketing Strategy, Marketing Methods and Applications for Business Consulting, Creativity and Interactive Marketing in the Age of the Empowered Consumer.  His current research focuses on the network challenge; creativity and innovation; the future of marketing and advertising; and creating a creative organization.  He is an active consultant and board member of various startups and university programs, such as the Positive Psychology Center and Integrated Product Design Committee.  He also holds positions in numerous professional associations, including the Marketing Accountability Standards Board.  He is a trustee of the Philadelphia Museum of Art, where he chairs its Marketing Advisory Committee and is a member of  its Brand Steering Group and the Digital Age Committee.  Professor Wind is the co-founder of the Interdisciplinary Center Herzliya, Israel (IDC), and since its founding in 1994, the chairman of its academic council.  Professor Wind previously served as the academic trustee of the Marketing Science Institute (1989-1995), chairman of The Institute of Management Sciences College of Marketing (1974-1975) and chancellor of The International Academy of Management (2000-2006).

Professor Wind received his PhD from Stanford University and his MA and BS degrees from The Hebrew University in Jerusalem.

Continue Reading


  • Jerry (Yoram) Wind, Ed Nifssen, Bernend Wierenga (Working), Innovation as Determinant of Firms Financial Performance: The View of the Financial Analyst.

  • Jerry (Yoram) Wind and David Reibstein, How Marketing Can Save Democracy. In Continuing to Broaden the Marketing Concept (Review of Marketing Research, Vol. 17), edited by Iacobucci, D. (Emerald Publishing Limited, 2020), pp. 29-51

    Description: Wind, Y. and Reibstein, D. (2020), "How Marketing Can Save Democracy", Iacobucci, D. (Ed.) Continuing to Broaden the Marketing Concept (Review of Marketing Research, Vol. 17), Emerald Publishing Limited, pp. 29-51. https://doi.org/10.1108/S1548-643520200000017004.

  • Jerry (Yoram) Wind (2011), Yoram (Jerry) Wind’s Contributions to Marketing”, Review of Marketing Research Special Issue: Marketing Legends, Vol. 8, 269-315.

  • Jerry (Yoram) Wind (2010), Rethinking Innovation, The Marker (Israel), October, 2010, 40-41.

  • Jerry (Yoram) Wind and Robert Thomas (2010), Organizational Buying Behavior in an Interdependent World, Journal of Global Academy of Marketing Science (JGAMS).

  • Stephen D. Rappaport and Jerry (Yoram) Wind, The End of Listening As We Know It: From Market Research Projects to Enterprise Value Creator (2010)

  • Jerry (Yoram) Wind, “Marketing Strategy Analysis,” A Chapter in The Handbook of Technology Management, Vol. 2 (2010)

  • George Day, David Reibstein, Jerry (Yoram) Wind (2009), Is Marketing Academia Losing Its Way?, Journal of Marketing.

  • Jerry (Yoram) Wind and Byron Sharp (2009), Advertising Empirical Generalizations: Implications for Research and Action, Journal of Advertising Research.

    Abstract: A special conference on empirical generalizations (EGs) in advertising led to this special issue of the Journal of Advertising Research. It also generated a representative selection of 23 EGs that give a sense of how strong our scientific knowledge is about advertising, and where the gaps lie. While real advances in knowledge have been achieved, the list highlights significant knowledge gaps, particularly concerning advertising in the new fragmented interactive-media world. We surveyed advertising thought leaders on which of these empirical laws they felt were most important and most certain. Many of our empirical laws suffer from inadequate knowledge concerning the conditions over which they do and do not generalize.

    Description: Special Issue on Empirical Generalizations in Advertising, Guest Edited by Profs. Jerry Wind, The Wharton School, and Byron Sharp, Ehrenberg-Bass Institute

  • Byron Sharp and Jerry (Yoram) Wind (2009), Today’s Advertising Laws: Will They Survive the Digital Revolution?, Journal of Advertising Research Special Issue on What we Know About Advertising, Vol. 49, No. 2: 246-252.

    Abstract: Even advertising has scientific laws, empirical patterns that generalize across a wide range of known conditions. These empirical generalizations provide us with benchmarks, predictions, and valuable insights into how the digital revolution may affect advertising. More than ever we need systematic research to understand the generalizability of our research findings.


Past Courses


    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.


    This course is a two part series. The first part concentrates on the Indian Consumer and the second part concentrates on the Chinese Consumer. India and China add up to half of the world's population. Each presents its own challenges and opportunities. US and European MNCs have been in both countries for many years, but emerging market MNC's are becoming stronger and in many cases overtaking US and European companies despite their strong brands and know-how. Marketing to the Indian Consumer will provide a careful understanding of: The opportunity and challenges in the Indian consumer market 2) Various segments within the Indian consumer market. 3) Consumer psychology and decision making processes in each segment 4) Distribution channels in Indi Media in India: Mass, Local and non-traditional. 6) Bottom of the pyramid consumers and rural markets. 7) Product design and development decisions. The course will focus on the following industries: consumer packaged goods, mobile phones, financial services (insurance and banking), healthcare, sports and entertainment, and transportation. The course will involve case studies from local and international companies, guest lecturers, and visits to consumer homes to observe their tastes, habits, and preferences. Marketing to the Chinese Consumer will provide students with a critical understanding of the Chinese consumer, distribution channels, pricing environment, branding and competitive dynamics so as to enhance their ability to market to the Chinese consumer successfully. The course will consist of a combination of lectures, case studies, presentations by industry experts, and a short evening field trip.


    New retail brands and opportunities for growth are emerging at an unprecedented rate, for online retailers and offline retailers alike. In this course we will: (1) articulate key principles for successful branding and for understanding consumer shopping behavior in retail environments, (2) demonstrate unique challenges and opportunities that luxury brands face, and (3) discuss concepts and empirical methods for analyzing consumer shopping behavior.


    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

  • 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

In the News

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Latest Research

Jerry (Yoram) Wind, Ed Nifssen, Bernend Wierenga (Working), Innovation as Determinant of Firms Financial Performance: The View of the Financial Analyst.
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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.

Knowledge @ Wharton - 4/14/2020
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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