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:

    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


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 intellectual property 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 30 books and more than 300 research papers, articles and monographs on marketing strategy, marketing research, new product and market development, consumer and industrial buying behavior and international marketing. 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 and on the editorial boards and as guest editor of special issues of the major marketing journals.

Professor Wind led numerous innovative Wharton initiatives including:

  • 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)
  • The founding director of the Wharton SEI Center for Advanced Studies in Management and ran it for three decades. The mission of the center was 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.
  • The founding editor of Wharton School Publishing, a joint venture with Pearson, and during his four-year tenure (2004-2008) he published over 60 books.
  • The founding academic director of the Wharton Fellows program, (2000-2018), a powerful global network of CEOs and senior executives who are committed to lifelong learning focused on exploring the Next Big Thing and transformational leadership.
  • 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.
  • The co-founder in 2014 of the Reimagine Education Global Competition and Annual Conference.
  • In 1994 he co-founded Reichman University, the first private, non-profit university in Israel formerly known as The Interdisciplinary Center (IDC) Herzliya

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 and numerous executive education programs.  His current research focuses on:

  • Transformation in Times of Crisis – Follow up to his 2020 book
  • Creativity – A course being developed for Coursera and for an eBook
  • AI for Customer Engagement – A special issue of Management Business Review (MBR)
  • The Consumer Journey – and its implication for deceptive advertising cases
  • Reimagine Education – lessons from the thousands of submissions to the Reimagine Education Conference

Professor Wind is an active consultant and board member of various startups, university programs and non-profit organizations:

  • The Executive Committee of SEI Investments
  • The Advisory Board of QS – the leading university ranking organization
  • Advisory Board of The Marketing Accountability Standards Board (MASB)
  • The American Friends of Reichman University
  • Trustee of the Philadelphia Museum of Art
  • Trustee and member of the Executive Committee of The Curtis Institute of Music
  • Trustee of Grounds for Sculpture
  • Co-chair of the Landscape and Art Committee of Woodmere Art Museum

Some of his previous positions included:

  • Academic trustee of The Marketing Science Institute (1989-1995)
  • Chairman of The Institute of Management Sciences College of Marketing (1974-1975)
  • Chancellor of The International Academy of Management (2000-2006).

Professor Wind received his PhD from Stanford University (1967) 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 (2022), Reflections of Eminent Marketing Scholars, Foundations and Trends in Marketing .

  • Chad Hummel, Ben Mundel, Jerry (Yoram) Wind, “Implications of the Consumer Journey to Traditional Consumer Surveys for Litigation”. In Legal Applications of Marketing Theory, edited by, (2022)

  • Jerry (Yoram) Wind and Nick Primola (2021), The Reemergence of Marketing, and the Role of the CMO, Management and Business Review.

    Description: Wind, J and Primola, N. “The Reemergence of Marketing, and the Role of the CMO,” Management and Business Review (December 2021)

  • Eric Bradlow, Raghuram Iyengar, Barbara E. Kahn, Jerry (Yoram) Wind (2021), Wharton Marketing: Where Academia Meets Practice, Customer Needs and Solutions .

    Description: Bradlow, E.T., Iyengar, R., Kahn, B.E. et al. Wharton Marketing: Where Academia Meets Practice,  Customer Needs and Solutions (2021)

  • Jerry (Yoram) Wind, “Marketing’s Role in Creating Opportunities in Times of Crisis”. In Big Bang Marketing 2020, edited by, (Kotler Impact, 2021)

    Description: Wind, Yoram (Jerry). Marketing's Role in Creating Opportunities in Times of Crisis. Big Bang Marketing 2020. Kotler Impact. May 26, 2021

  • Nunzio Quacquarelli and Jerry (Yoram) Wind (2021), Forever Changed! Innovation and the Future Post-Covid Higher Education Landscape,.

    Description: Quacquarelli, N. and Wind, Y. (March 2021). “Forever Changed! Innovation and the Future Post-Covid Higher Education Landscape”. International Journal of Education Advancement: IJEA-100009.

  • Remi Daviet, Gideon Nave, Jerry (Yoram) Wind (2021), Genetic data: potential uses and misuses in Marketing, Journal of Marketing.

    Abstract: Advances in molecular genetics have led to the exponential growth of the direct-to-consumer genetic testing industry, resulting in the assembly of massive privately owned genetic databases. This article explores the potential impact of this new data type on the field of marketing. Drawing on findings from behavioral genetic research, the authors propose a framework that incorporates genetic influences into existing consumer behavior theory and use it to survey potential marketing uses of genetic data. Applications include business strategies that rely on genetic variants as bases for segmentation and targeting, creative uses that develop consumers’ sense of community and personalization, use of genetically informed study designs to test causal relations, and refinement of consumer theory by uncovering biological mechanisms underlying behavior. The authors further evaluate ethical challenges related to autonomy, privacy, misinformation, and discrimination that are unique to the use of genetic data and are not sufficiently addressed by current regulations. They conclude by proposing an agenda for future research.

  • Nitin Rakesh and and Jerry (Yoram) Wind, Transformation in Times of Crisis (Notion Press, 2020)

    Description: Rakesh, Nitin and Jerry Wind. Transformation in Times of Crisis. Notion Press, November 2020.

  • 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.


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

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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. Read More

Knowledge at 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