Gregory Carpenter
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Gregory Carpenter

James Farley/Booz Allen Hamilton Professor of Marketing Strategy; Director of the Center for Market Leadership; Faculty Director, Kellogg Markets and Customers Initiative (KMCI)

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Should You Ignore What Your Customers Want? The Great Winemakers Do.

Rather than follow consumer taste, they push it in a new direction.

Researchers: Ashlee Humphreys and Gregory Carpenter

February 1, 2019


How Marketing Leaders Can Thrive Amidst “Tectonic” Shifts in Expectations

Four experts discuss CMOs’ unique opportunity to drive growth and collaboration across their companies.

Researchers: Gregory Carpenter, Eric Leininger, Diane Brink and Jim Stengel

October 1, 2018


Marketing Goes Off-Script

Behind the scenes with three organizations that are successfully engaging customers.

Researchers: Gregory Carpenter, Farhad Manjoo, Matt Simpson and Kathy Button Bell

February 1, 2016


The Second-Mover Advantage

A primer on how late-entering companies can compete with pioneers.

Researchers: Venkatesh Shankar and Gregory Carpenter

November 4, 2013


Walking the Walk

Creating a market orientation

Researchers: Gary F. Gebhardt, Gregory Carpenter and John F Sherry Jr.

April 1, 2009