David Reibstein

David Reibstein
  • William Stewart Woodside Professor
  • Professor of Marketing

Contact Information

  • office Address:

    743 Jon M. Huntsman Hall
    3730 Walnut Street
    University of Pennsylvania
    Philadelphia, PA 19104

Research Interests: brand equity, marketing metrics, competitive marketing strategies, product line strategy, resource allocation

Links: CV, Personal Website

Overview

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:

Measured Thoughts by David Reibstein

Managing Through a Pandemic

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Research

Awards and Honors

  • 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

    1982, 1983, 1985, 1986, 1987, and 1988, 1993-1999, 2006, 2020

  • 2024 Academic Ace Award, 2024 Description

    Woxsen University

  • 2021 PwC Finance Forum Best Paper Award, 2021 Description

    “Inalienable Customer Capital, Corporate Liquidity, and Stock Returns,” with Weinstein Wei Dou, Yan Ji, and Wei Wu.

  • SSRN Top Ten Download List 2020, 2020 Description

    This recognition was given for the 2019 working paper, “Drowning in Metrics: How Managers Select and Trade-off Metrics for Making Marketing Budgetary Decisions.”

  • Marshall Blume Prizes in Financial Research, 2017 Description

    The Rodney L. White Center for Financial Research winner of the 2017 Marshall Blume Prizes in Financial Research for “Consumer Capital, Financial Constraints and Stock Returns” by Winston Wei Dou, Yan Jim David Reibstein and Wei Wu.

  • Fellow at the College of Physicians, 2017
  • Alex Panos Award, 2015
  • Global Initiative’s Research & Teaching Materials Program Award, 2015
  • MSI Top Download Award 2015, 2015 Description

    This award was given for the 2014 MSI working paper, “Marketing Return on Investment:  Seeking Clarity for Concept and Measurement.”

     

  • 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

    1993-1998,2004, 2005, 2007, 2008

  • 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

    Purdue University

  • WEMBA Excellence in Teaching Award, 1995-1998 Description

    1995, 1996, 1997, 1998, 2020

  • The Helen Kardon Moss Anvil Award for Excellence in Teaching in the Graduate Division, 1995 Description

    1995

  • Named “The Pick of the B-school Crop,” Business Week, 1993 Description

    1993

  • The Class of 1984 award (for the best teaching rating at Wharton for the preceding two years) 1987, 1995 Description

    For the best teaching rating at Wharton for the preceding two years- 1987, 1995

  • Selected by Fortune magazine as one of the nation’s eight “Most Favorite Business School Professors”, 1982 Description

    The only one selected in marketing

  • University of Pennsylvania Lindback Award Nominee (selected by faculty), 1982 Description

    1981-82 – selected by faculty

  • Wharton Anvil Award Finalist (selected by students) 1981, 1982, 1983, 1984, 1985, 1986, 1987 Description

    Selected by students – 1981, 1982, 1983, 1984, 1985, 1986, 1987

  • The Outstanding Graduate Instructor at Purdue University The Krannert School (selected by students), 1973-1974 Description

    The Krannert School, 1973-74 (selected by students)

  • An Outstanding Graduate Instructor at Purdue University (selected by students and faculty), 1973-1974 Description

    The Krannert School, 1973-74 (selected by students and faculty)

In the News

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Latest Research

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).
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