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Analytics at Wharton


Woxen University Award

David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at the Wharton School of the University of Pennsylvania, where he is a world-renowned expert on branding, marketing metrics, product line decisions, and competitive marketing strategy. For several years he served as the Vice Dean of The Wharton School.

He has taught at Harvard and INSEAD, and he has consulted with hundreds of companies in dozens of industries. Professor Reibstein is the co-founder and immediate past chairman 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 was featured in Fortune magazine as one of the nation’s eight “Favorite Business School Professors,” and he has received over thirty teaching awards at the Wharton School. He has conducted a series of in-depth interviews with CEOs and CMOs (featured on this site) on the topic of marketing measurement.

Prof. Reibstein has done extensive research in the field of return on nation branding. In partnership with U.S. News & World Report and WPP’s BAV Consulting, he released the inaugural Best Countries survey at the 2016 World Economic Forum in Davos, Switzerland. Out of 60 top nations and based on the perceptions of 16,000+ global participants, Germany was ranked No. 1 overall, ahead of Canada, the U.K., and the United States. The fifth edition of the Best Countries survey was released in early 2020. Switzerland and Canada took the top spots, while the United States was ranked as No. 7.


Prof. Reibstein's most recent research is  "What Every CMO Needs to Know to Make Marketing Decisions During The COVID-19 Recession." In collaboration with Wharton Marketing Professor Raghu Iyengar and Forbes, he wrote a report about managing through the COVID-19 crisis.  They interviewed CMO’s for their virtual video series called, “Markets In Motion.”

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