Guide to Dartmouth Experts

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Profile

Koen Pauwels

Associate Professor of Business Administration

Marketing

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Marketing and statistics: Long-term marketing effectiveness in mature and emerging markets; performance turnaround strategies; pricing; retail distribution and long-term effects of all marketing actions (product innovation, price promotion, retail promotion, advertising); how retailer and competitor response drive long-term promotional effectiveness; return on marketing investment, price wars in the automotive and airline industries

Koen Pauwels teaches marketing and he researches return on marketing investment and long-term marketing productivity. Current research projects include performance turnaround strategies, promotional profitability, the long-term effects of product innovation on financial and stock market performance, the impact of store brand entry for consumers and companies, and the dynamic drivers of marketing decision making. He has applied these insights in the automobile, pharmaceutical and fast-moving consumer good industries. Koen won the EMAC 2001 best paper award and publishes in the Journal of Marketing Research, Marketing Science, Management Science and the Journal of Marketing.

Koen Pauwels' website

Contact

603-646-1097

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koen.pauwels@dartmouth.edu