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David Reibstein

David Reibstein, PhD

University of Pennsylvania

Biography

Professor David J. Reibstein’s research focuses on branding, nation branding, marketing metrics, product line decisions, and competitive marketing strategies, among other issues. Professor Reibstein’s research on product line extensions addresses whether a firm should introduce an extension under an existing brand name or use a new brand. His marketing metrics work has focused on linking marketing metrics to financial consequences, entitled Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, 4th ed. His most recent book was Resilient Marketing.
Professor Reibstein is the immediate past chair of the Responsible Research in Business & Management (RRBM), was the chairman of the board of the American Marketing Association (AMA) and the executive director of the Marketing Science Institute (MSI). He serves on the advisory board of the Center of Environmental Intelligence (CEI), and several other companies. He consults extensively with companies worldwide, including Google, Verizon, Shell Oil, Intel, Genentech, Novartis, and others. He also has been involved as an expert witness in numerous cases including Apple vs Samsung.
His research has been published in top-tier academic journals including Marketing Science, Journal of Marketing Research, Journal of Finance, Journal of Marketing, and the International Journal of Research in Marketing. Professor Reibstein is also the author or co-author of numerous books and chapters in books on subjects including competitive marketing strategy, global branding, and marketing performance measurement, among others.
Professor Reibstein is a dynamic, award-winning teacher who has been honored with more than 30 teaching awards. He also received the John S. Day Distinguished Alumni Academic Service Award of Purdue University’s Krannert School of Management, an honor given to a graduate whose service within the academic community reflects the spirit and service of former Krannert Dean John Day. His teaching interests include Marketing Strategy in the MBA Program, as well as teaching Competitive Marketing Strategy, Marketing Metrics, Pricing Strategies, and various other programs for Wharton’s Executive Education Program.
Professor Reibstein received his PhD from Purdue University and his BS and BA degrees from the University of Kansas.
Professor Reibstein has conducted a series of in-depth interviews with CEOs and CMOs on the topic of marketing measurement. He is also conducted numerous interviews on how companies have managed during the COVID pandemic. You can view the two video series below:

Brand equity, marketing metrics, competitive marketing strategies, product line strategy, resource allocation

Malte Bleeker, Sven Reinecke, Johannes Hattula, David Reibstein (Under Review), Is Our Research Relevant and from Whose Prospective?.

Bui Thuy, The Anh Pham Nguyen, Duong T. Nguyen, Thanh Ngan Duong, Tram-Anh H. Nguyen, Viet Dung Trinh, David Reibstein (Under Review), The Impact of Sustainable Attributes on City Branding: From Perceptions to Visit and Relocation Intentions.

Dominique Hanssens, Dipak Jain, Gurumurthy Kalyanaram, Donald R. Lehmann, Robert Leone, David Reibstein (Under Review), From Frank Bass to Artificial Intelligence: The Future of Market Response, Consumer Choice, and New Product Diffusion Models.

David Reibstein and Ludovica Scalco (Under Review), A Framework for Corporate Sociopolitical Activism.

Agnieszka Chidlow, Elena P. Antonacopoulou, David Reibstein, David Steingard (2025), Building Impact Through Strategic Unity: Business Schools’ Responsibility to the Common Good, Global Focus, The EFMD Business Magazine, 19 (02).

David S. Steingard, David Reibstein, Mark Normandin (2024), Harnessing Generative AI to Drive Responsible Business Research and Accelerate Social Impact, Journal of Social Impact in Business Research, 30.

David Reibstein and Robert L. Vigil, “Common (Mis)applications of Conjoint Analysis in Litigation”. In Handbook of marketing analytics: methods and applications in marketing management, public policy, and litigation support, edited by, (2024)Description
David Reibstein and Raghuram Iyengar (2023), Metaverse—will it change the world or be a whole new world in and of itself?, Academy of Marketing Science Review, 13 (), pp. 144-150.

Brian Gregg, Raghuram Iyengar, Mukul Pandya, David Reibstein, Eli Stein, Resilient Marketing: What’s Next in Growth (:, 2023)
Koen Pauwels and David Reibstein (2023), The Modern Marketing Dashboard: Back to the Future, Marketing Intelligence Review (MIR), 15 (1), pp. 10-17.

Reto Hofstetter, Emanuel de Bellis, Leif Brandes, Melanie Clegg, Cait Lamberton, David Reibstein, Felicia Rohlfsen, Bernd Schmitt, Z. John Zhang (2022), Cryptomarketing: how non-fungible tokens (NFTs) challenge traditional marketing, Marketing Letters, 33 (), pp. 705-711.

David Reibstein, Christopher Borek, Robert Vigil, Suneal Bedi (2022), Academia in Court: How Marketing Scholarship Informs The Law, Journal of Marketing Research.

David Reibstein and Suneal Bedi (Under Review), The Branding of a Country.

David Reibstein and Z. John Zhang (2021), Editorial: Why the Economics of Media Will Not Heal a Divided America, .

Ofer Mintz, Yakov Bart, Peter Lenk, David Reibstein (Under Review), Hybrid BYO Conjoint with Boosting for Data Fusion: Estimating Context Effects for Marketing Dashboards.AbstractRelated

Michael Haenlein, Mary Jo Bitner, Ajay Kohli, Katherine N. Lemon, David Reibstein Guest Editorial: Responsible Research in Marketing.

Suneal Bedi and David Reibstein (2021), Damaged Damages: Errors in Patent and False Advertising Litigation, Alabama Law Review, 73 (), pp. 385-436.

Leonard L. Berry, David Reibstein, Frank Wijen, Luk Van Wassenhove, Chris Voss, Anders Gustafsson, Ann Vereecke, Ruth Bolton (2021), Encouraging Business Scholars to Address Issues Facing Society, AACSB.

Winston Wei Dou, Yan Ji, David Reibstein, Wei Wu (2021), Inalienable Customer Capital, Corporate Liquidity, and Stock Returns, Journal of Finance, 76 (1).

Suneal Bedi and David Reibstein (2020), Measuring Trademark Dilution by Tarnishment, Indiana Law Journal, 95 (3).

David Reibstein, Ofer Mintz, Yakov Bart, Peter Lenk (Under Review), Drowning in Metrics: How Managers Select and Trade-off Metrics for Making Marketing Budgetary Decisions.

Cexun Jeffrey Cai, David Reibstein, Ashish Sood (Under Review), As You Extend Vertically Should You Use Your Brand.

David Reibstein and Suneal Bedi (Under Review), Errors in Measuring Minor Attributes Using Modeling.

Neil Bendle, Paul W. Farris, Phillip E. Pfeifer, David Reibstein, Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance (Fourth Edition) (: Pearson FT Press, 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

Responsible Research in Business & Management (RRBM) Fellow, 2025
Global Retail Brand Research Fellow, 2025
Chair Professorship: David J. Reibstein Professor of Marketing Strategy, Woxsen University, 2025
Lifetime Achievement Award, Woxsen University, 2025
Department Naming: “David Reibstein Department of Marketing and Strategy” at Woxen University, 2024
Wharton Teaching Excellence Award 1982, 1983, 1985, 1986, 1987, 1988, 1993-1999, 2024 Description
2024 Academic Ace Award, 2024 Description
2021 PwC Finance Forum Best Paper Award, 2021 Description
SSRN Top Ten Download List 2020, 2020 Description
Fellow at the College of Physicians, 2017
Marshall Blume Prizes in Financial Research, 2017 Description
Global Initiative’s Research & Teaching Materials Program Award, 2015
Alex Panos Award, 2015
MSI Top Download Award 2015, 2015 Description
iSIG Fellow 2014, 2014
The Earl E. Dyess Lectureship in Marketing, 2011
Miller-Sherrerd MBA Core Teaching Award 1993-1998, 2004, 2005, 2007, 2008 Description
Wharton Class of 2008 “Goes above and beyond the call of duty” Award, 2008
Marketing Metrics: 50+ Metrics Every Executive Should Master (2006) was named as the “Best Business Book: Marketing” by Strategy & Business, 2007
Wharton Class of 2007 “Goes above and beyond the call of duty” Award, 2007
John S. Day Distinguished Alumni Academic Service Award, 2005 Description
WEMBA Excellence in Teaching Award, 1995-1998 Description
The Helen Kardon Moss Anvil Award for Excellence in Teaching in the Graduate Division, 1995 Description
Named “The Pick of the B-school Crop,” Business Week, 1993 Description
The Class of 1984 award (for the best teaching rating at Wharton for the preceding two years) 1987, 1995 Description
Selected by Fortune magazine as one of the nation’s eight “Most Favorite Business School Professors”, 1982 Description
University of Pennsylvania Lindback Award Nominee (selected by faculty), 1982 Description
Wharton Anvil Award Finalist (selected by students) 1981, 1982, 1983, 1984, 1985, 1986, 1987 Description
The Outstanding Graduate Instructor at Purdue University The Krannert School (selected by students), 1973-1974 Description
An Outstanding Graduate Instructor at Purdue University (selected by students and faculty), 1973-1974