Faculty Directory

Peter N. Golder

Professor of Marketing; Faculty Director, TuckGO





Personal Website



PhD, University of Southern California, 1994; BS, University of Pennsylvania, 1984

Areas of Expertise

New products, quality, branding, global marketing


Peter Golder teaches the marketing core course and an elective course in Global Marketing. His research on market entry timing, new products, long-term market leadership, and quality has won many best paper or best book awards including several of the most prestigious awards in the field.

Current Research Topics

  • Market entry timing
  • Long-term market leadership
  • Branding
  • Global marketing
  • Quality

Professional Activities

Academic positions

  • Tuck School of Business, 2009–present
  • Faculty Director, TuckGO global requirement, 2018–present
  • Professor of Marketing, 2008–09, George and Edythe Heyman Faculty Fellow, 2004–09, Associate Professor of Marketing, 1999–2008, Assistant Professor of Marketing, 1995–99, Stern School of Business, New York University
  • Visiting Professor of Marketing, Guanghua School of Management, Peking University, 2006–07
  • Visiting Assistant Professor of Marketing, University of California, Los Angeles, 1994–95
  • Research and Teaching Assistant, University of Southern California, 1990–94

Nonacademic positions

  • Engineer, Technical Editor, Financial Analyst, Northrop, 1986–90
  • Project Engineer, Conoco, 1984–86

Editorial positions

  • Editorial Boards
    AMS Review
    International Journal of Research in Marketing
    Marketing Letters
  • Ad Hoc Reviewer
    Journal of Marketing
    Journal of Marketing Research
    Marketing Science


  • Elsevier Distinguished Scholar Award, lifetime achievement award for “brilliant work and nurturing of the historical method in research in marketing,” 2012
  • Early Career Award for contributions to marketing strategy research, American Marketing Association, 2003

Best Paper/Book Awards

  • Maynard Award for contribution to marketing theory and thought, Journal of Marketing, 2013
  • Long-Term Impact Award, Marketing Science, 2012
  • Excellence in Global Marketing Research Award, American Marketing Association, 2011
  • Buzzell Award, Marketing Science Institute, 2007, 1994
  • Berry Book Prize for best book in marketing, American Marketing Association, 2003
  • Top Ten Business Book of the Year, Harvard Business Review, 2002
  • O’Dell Award for long-term contribution, Journal of Marketing Research, 1998
  • Bass Award for best dissertation-based paper, Marketing Science, 1998

Selected Publications

  • With D. Mitra and C. Moorman, “What is Quality? An Integrative Framework of Processes and States,” Journal of Marketing, 76, 2012
  • With R. Shacham and D. Mitra, "Innovations’ Origins: When, By Whom, and How are Radical Innovations Developed?" Marketing Science, 28, 2009
  • With D. Markovitch, "Using Stock Prices to Predict Market Events: Evidence on Sales Takeoff and Long-Term Firm Survival," Marketing Science, 27, 2008
  • D. Mitra, "Does Academic Research Help or Hurt MBA Programs?" Journal of Marketing, 72, 2008
  • With D. Mitra, "Quality Is in the Eye of the Beholder," Harvard Business Review, 85, 2007
  • With G.J. Tellis, Will and Vision: How Latecomers Grow to Dominate Markets, McGraw-Hill, 2002
  • With D. Mitra, "Whose Culture Matters? Near-Market Knowledge and Its Impact on Foreign Market Entry Timing," Journal of Marketing Research, 39, 2002
  • "Historical Method in Marketing Research with New Evidence on Long-Term Market Share Stability," Journal of Marketing Research, 37, 2000
  • With G.J. Tellis, "Will It Ever Fly? Modeling the Takeoff of Really New Consumer Durables," Marketing Science, 3, 1997
  • With G.J. Tellis, "Pioneer Advantage: Marketing Logic or Marketing Legend?" Journal of Marketing Research, May 1993