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Patrick Barwise

Emeritus Professor of Management and Marketing


MA (Oxford), MSc and PhD (London)

Professor Patrick Barwise is an expert on marketing and media – specialising in brands; advertising; customer focus; media trends; and broadcasting policy. His research interests include customer-focused strategy and execution; using customer insights to improve business performance;  and marketing leadership.

Outside of London Business School, Professor Barwise is Chairman of Which?, the UK’s leading consumer organisation; a Visiting Senior Fellow, at the London School of Economics; an experienced conference speaker, consultant and expert witness; and an advisory board member of two successful start-ups: Research Now (online fieldwork) and Verve (online brand communities).

Prior to his appointment to London Business School, he was involved in sales and marketing with IBM, the Austin-Hall Group and Graphic Systems International.

How reliable are neuromarketers’ measures of advertising effectiveness?

Varan D; Lang A; Barwise P; Weber R; Bellman S

Journal of Advertising Research

The economics of television: Excludability, rivalry, and imperfect competition

Barwise P; Picard RG

in Robert G Picard and Steven S Wildman, eds, Handbook on the Economics of the Media,Edward Elgar

2014

What BBC will our children inherit?

Barwise P; Picard RG

Market Leader

Customer insights that matter

Barwise T P

Journal of Advertising Research

Exploiting customer dissatisfaction

Barwise T P; Meehan S

Marketing Research

2010

Is your company as customer-focused as you think?

Barwise T P; Meehan S

MIT Sloan Management Review

2009

Differentiation that matters

Barwise T P; Meehan S

Market Leader

2008

PVRs and advertising exposure: a video ethnographic study

Barwise T P; Pearson S

Qualitative Market Research

So you think you're a good listener

Barwise T P; Meehan S

Harvard Business Review

Drucker challenge

Barwise T P

Market Leader

In-the-box innovation

Barwise T P; Meehan S

Business Strategy Review

Thinking smarter inside-the-box

Barwise T P; Meehan S

Market Leader

2005

Developing a customer-focused mindset

Barwise T P; Meehan S

Journal of Direct, Data and Digital Marketing Practice

Fast-forward puts TV advertising to the test

Barwise T P; Pearson S

Financial Times

How European marketing management measures up to take on the future

Barwise T P; Farley J

Organizational Dynamics

Simply better

Barwise P; Meehan S

Marketing Research

Simply better is simply better

Barwise T P; Meehan S

Marketing Research

State of interactive marketing in seven countries: interactive marketing comes of age

Barwise T P; Farley J

Journal of Interactive Marketing

2004

6 rules to become simply better

Barwise T P; Meehan S

Business Strategy Review

Benefits of getting the basics right

Barwise T P; Meehan S

Don't be unique, be better

Barwise T P; Meehan S

MIT Sloan Management Review

Making differentiation make a difference

Barwise T P; Meehan S

Strategy and Business

Marketing metrics: status of six metrics in five countries

Barwise T P; Farley J

European Management Journal

Mobile advertising: a research agenda

Barwise T P; Rodriguez Perlado V

Simply better: delivering what matters most

Barwise T P; Meehan S

Market Leader

Thinking inside the box

Barwise T P; Meehan S

Preface

Barwise T P

Hawks versus fluffies

Barwise T P

How much do CEOs and top managers matter in strategic decision-making?

Barwise T P; Papadakis V

British Journal of Management

Marketing and the internet

Barwise T P; Elberse A; Hammond K

Marketing and the internet

Barwise T P; Hammond K A; Elberse A

Marketing expenditure trends

Barwise T P; Styler A

Permission-based mobile advertising

Barwise T P; Strong C

Journal of Interactive Marketing

UK consumer responses to iDTV report

Barwise T P; Brodin K; Canhoto A

What's the rush?

Barwise T P

Window of opportunity

Barwise T P

Work-shop balance

Barwise T P; Harvey F

2001

Digital marketing communication

Barwise T P; Deighton J

Economics of the media

Barwise T P; Gordon D

Market metrics: what should we tell the shareholders?

Higson C J; Ambler T; Barwise T P

Market Leader

Market metrics: what should we tell the shareholders?

Ambler T; Barwise T P; Higson C J

Revisiting B2C wireless

Barwise T P;Advani R;Choudhury K

Spend and prosper

Barwise T P

TV, PC, or mobile? Future media for consumer e-commerce

Barwise T P

Business Strategy Review

2000

Books: Internet marketing

Barwise T P

Business Strategy Review

Digital promises an armchair revolution

Barwise T P

Financial Times

Ties that bind: Brands, consumers and businesses

Barwise T P; Dunham A; Ritson M

Advertising in a recession

Barwise T P ed.

Digital media: cutting through the hype

Barwise T P; Deighton J

Do you value customer value?

Barwise T P; Meehan S

Media

Barwise T P; Hammond K A

Return of the servant

Barwise T P

Optimus

Three-legged issue

Barwise T P

1998

Comment: digital exploitation

Barwise T P

Director

New interactive media: experts' perceptions of opportunities and threats to existing business

Sahay A; Gould J; Barwise T P

European Journal of Marketing

Predictions: Media

Barwise T P; Hammond K

Trouble with brand valuation

Barwise T P; Ambler T

Journal of Brand Management

1997

Brands in a digital world (editorial)

Barwise T P

Journal of Brand Management

Strategic decisions

Papadakis V; Barwise T P; eds.

Strategic decisions: an introduction

Papadakis V; Barwise T P

Variability of attitudinal repeat-rates

Ehrenberg A S C; Barwise T P; et al.

International Journal of Research in Marketing

1996

Don't let a virus spoil the party (commentary)

Barwise T P

Harvard Business Review

OB or not OB?

Barwise T P

Business Strategy Review

Winning the war

Barwise T P; Meehan S

Marketing Business

1995

Good empirical generalizations

Barwise T P

Marketing Science

Marketing today and tomorrow

Barwise T P

Business Strategy Review

Overview: marketing

Barwise T P

Total quality management in leading fast-moving consumer goods companies

Westbrook R K,Barwise T P

Total Quality Management

Individual attitude variations over time

Barwise T P et al

Journal of Marketing Management

1993

Brand equity: Snark or Boojum?

Barwise T P

International Journal of Research in Marketing

Introduction to the special issue on brand equity

Barwise T P

International Journal of Research in Marketing

Special issue on brand equity

Barwise T P,ed.

International Journal of Research in Marketing

1992

Brand portfolios

Barwise T P,Robertson T S

European Management Journal

1991

Television and its audience

Barwise T P;Ehrenberg A S C

1990

Accounting information and the capital market

Marsh P R; Barwise T P; Higson C J; Likierman J A

Brands as separable assets

Barwise T P,Higson C J,Likierman J A,Marsh P R

Business Strategy Review

Double jeopardy revisited

Barwise T P,Ehrenberg A S C,Goodhardt G J

Journal of Marketing

Human resources policies at London Business School

Barwise T P

British Academy of Management Newsletter

1989

Accounting for brands

Barwise T P; Higson C J; Likierman J A; Marsh P R

Intelligent elephants and part-time researchers

Barwise T P; Marsh P R et al.

Graduate Management Research

Must finance and strategy clash?

Barwise T P; Marsh P R; Wensley J R C

Harvard Business Review

Television explosion: does many mean more?

Barwise T P

IPPA Bulletin

MBA


MBA and executive teaching (1976-2006): marketing management, competitive positioning/strategy, strategic investment decisions, and “Making Things Happen” (middle management and innovation) 


PhD supervision


  • Anita Elberse (2002, now an assistant professor at Harvard Business School): sequential product release in international markets 
  • Seán Meehan (1998, now a chaired professor at IMD, Lausanne): market orientation (winner of MSI’s Alden G Clayton award for dissertation proposal) 
  •  Laura Cousins (1985, now a freelance consultant and lecturer): marketing planning.
  • Reports and monographs
    • PVRs and Advertising Exposure: A Video Ethnographic Study, ACB Actual Customer Behaviour LLP, Sarah Pearson and Patrick Barwise, U. of Sussex, September 2006. Visit the Actual Customer Behaviour website.
    • The Impact of Organizational Values on the Effectiveness of Market-Oriented Behaviors, Seán Meehan, Patrick Barwise, Mark Vandenbosch and Willem Smit, MSI working paper, Cambridge, MA: Marketing Science Institute, October 2007 (Most downloaded MSI working paper, 2007). Visit the Marketing Science Institute website. 
    • Take-off or Tail-off?: An Evaluation of the Capability Reviews Programme, Sunningdale Institute. Patrick Barwise, David MacLeod, Sue Richards, Howard Thomas, and David Tranfield, November 2007. Visit the Sunningdale Institute website.
    • The BBC License Fee bid: what does the public think? An Independent Report by Professor Patrick Barwise (London Business School) for the BBC Board of Governors. April 2006.
    • Independent Review of the BBC’s Digital Television Services, Department for Culture, Media and Sport, October 2004. Visit the DCMS website.
    • Digital Television in the UK: Consumer Responses to Interactivity (with Peter Mercier). Future Media Research Programme, London Business School 2004.
    • Marketing Expenditure Trends (with Alan Styler), London Business School and Paris: Havas, Second edition, December 2003.
    • Marketing Expenditure Trends (with Alan Styler), London Business School and Paris: Havas, December 2002. 
    • UK Consumer Responses to iDTV (with K Brodin and A Canhoto), Future Media Research Programme, London Business School, 2002. 
    • Marketing and the Internet (with A Elberse and K Hammond), Future Media Research Programme, London Business School, 2002. 
    • Market Metrics: What Should We Tell the Shareholders? (with T Ambler and C J Higson), London: Centre for Business Performance, 2001.
    • Revisiting B2C Wireless (with R Advani and K Choudhury). Viant, 2001.
    • Business.eu: Corporates vs Web Start-ups (with N Rosen), London : Protégé Group and Online Research Agency, 2000.
    • Children, Advertising, and Nutrition, London: Advertising Association, 1994.
    • Continuous Improvement in Leading FMCG Companies (with R Westbrook), Centre for Marketing, London Business School, 1994.
    • Accounting for Brands (with C J Higson, J A Likierman and P R Marsh), London: Institute of Chartered Accountants in England and Wales, 1989.
    • Managing Strategic Investment Decisions (with P R Marsh, K Thomas, and J R C Wensley), Centre for Business Strategy, London Business School, 1988.
    • The Liking and Viewing of Regular TV Programs (with A S C Ehrenberg), prepared for the Markle Foundation, New York; London: London Business School, 1982.
    • Online Searching: The Impact on User Charges of the Extended Use of Online Information Services, Paris: International Council of Scientific Unions Abstracting
  • Book chapters
    • “Fast-Forward Puts TV Advertising to the Test” (with Sarah Pearson), Financial Times, 24 October 2005, 14.
    • “Developing a Customer-Focused Mindset” (with Seán Meehan), Journal of Direct, Data and Digital Marketing Practice 7,2 (October – December 2005), forthcoming
    • “Making Differentiation Make a Difference” (with Seán Meehan), Strategy & Business 37 (Winter 2004), 10-11 
    • “Simply Better: Delivering What Matters Most” (with Seán Meehan), Market Leader, (Winter 2004), 58-62.
    • “6 Rules to Become Simply Better” (with Seán Meehan), Business Strategy Review 15,3 (Autumn 2004), 25-31.
    • “The Benefits of Getting the Basics Right” (with Seán Meehan), FT Mastering Innovation, 8 October 2004, 2-3.
    • “Bull’s-Eye: Target’s Cheap-Chic Strategy” (with Seán Meehan), HBS Working Knowledge, 16 August 2004.
    • “Thinking Inside the Box” (with Seán Meehan), CMO Magazine, 28 July 2004.
    • “Which Marketing Metrics Are Used and Where?” (with John Farley), MSI Reports, 03-002, (Marketing Science Institute, Cambridge MA), 2003, 105-107. Report No. 03-111.
    • “Time-shifting promises dark future”, FT Creative Business, 29 April 2003
    • “What’s the rush?”, FT Creative Business, 15 October 2002.
    • “Persuasion begins with listening”, FT Creative Business, 10 September 2002.
    • “Hawks versus fluffies”, FT Creative Business, 30 July 2002.
    • “Window of Opportunity”, FT Creative Business, 23 July 2002.
    • “Great Ideas. Now Make Them Work”, FT Creative Business, Marketing and Technology Special, 28 May 2002.
    • “The Value of the Digital Prophets”, FT Creative Business, 23 April 2002.
    • “Work-Shop Balance” (with Fiona Harvey), FT Creative Business, 26 March 2002.
    • “The Importance of Analysis”, FT Creative Business, 8 January 2002.
    • “Spend and Prosper”, FT Creative Business, 13 November 2001
    • “Putting a Price on Brands”, FT Creative Business, 11 September 2001
    • “Don’t Give it All to the Kids”, FT Creative Business, 14 August 2001
    • “Stop Me if I’ve Told You This B4”, FT Creative Business, 7 August 2001
    • “TV, PC, or Mobile? Future Media for Consumer e-Commerce”, Business Strategy Review, 12,1 (Spring 2001), 35-42.
    • “Books: Internet Marketing”, Business Strategy Review, 11, 4 (Winter 2000), 61-70.
    • “Digital Promises an Armchair Revolution”, Financial Times, 21 January 2000
    • “Advertising for Long-Term Shareholder Value”, Admap, October 1999, 40-42.
    • “A Three-Legged Issue”, Financial Times, 27 August 1999 
    • “Return of the Servant”, Optimus, 1 (1999), 34-35.
    • “Comment: Digital Exploitation”, Director, June 1998,22.
    • “Comment: TV - The State It’s In”, Admap, February 1998, 42
    • “Editorial: Brands in a Digital World”, J. Brand Management, 4, 4 (1997), 220-223.
    • “OB or Not OB?”, Business Strategy Review, 7, 4 (Winter 1996), 49-52.
    • “Winning the War” (with Sean Meehan), Marketing Business, July-Aug 1996, 51
    • "Marketing Today and Tomorrow", Business Strategy Review, 6, 1 (Spring 1995), 45-59.
    • "Human Resources Policies at London Business School", British Academy of Management Newsletter, 8 (December 1990), 6-7.
    • "Brands as Separable Assets" (with CJ Higson, JA Likierman, and PR Marsh), Business Strategy Review, 1, 2 (Summer 1990), 43-59.
    • "Intelligent Elephants and Part-time Researchers" (with P R Marsh, K Thomas, and JRC Wensley), Graduate Management Research, 4, 3 (Winter 1989), 12-33.
    • "The Television Explosion: Does Many Mean More?", IPPA Bulletin, Spring 1989, 26-27.
    • "The Unit Price of TV Airtime" (with A S C Ehrenberg and N R Barnard), Admap, October 1988, 86-136.
    • "The Scope for Subscription TV" (with A S C Ehrenberg), Admap, December 1987, 10-15.
    • "What are the Alternatives for Channel 4?" (with A S C Ehrenberg), Broadcast, 2 October 1987, 32.
    • "BBC Advertising: How Big Will the Cake Be?" (with N R Barnard), Admap, February 1986, 94-97.
    • "The Final Word", Media World, December 1985, 34.
    • "The BBC: No Rich Prizes for Advertisers", Media World, October 1985, 17-42.
    • "The Rule of Double Jeopardy: Why Narrowcast TV Cannot Compete with Broadcast TV" (with A S C Ehrenberg), Communication Options, 3 (Spring 1985), Al-5.
    • "Do We Need to Regulate TV Programmes?" (with A S C Ehrenberg), InterMedia, July/Sept 1983, 11, 4/5, 12-15.
    • "Cable Expansion and Broadcasting Policy" (with A S C Ehrenberg), London Business School Journal, 7, 1 (Summer 1982), 42-45.
    • "Pricing Policy at 'Widget Abstracts': A Fable" STM Marketing Studies, 28, 31-35, 1981.
    • "Viewers' Average Appreciation Scores" (with A S C Ehrenberg and G J Goodhardt), Admap, March 1980, 137-140.
    • "Five Rules for Report Writing", London Business School Journal, 5, 2 (Winter 1980), 32-34.
    • Reprinted in Handbook for Managers, Isleworth: Kluwer-Harrap, May 1982.
    • "The Revenue Potential of Channel Four" (with A S C Ehrenberg), Admap, November 1979, 550-556.
    • "Some Comparisons of TV Audiences in the UK and the USA", Quantitative Sociology Newsletter, 19 (Spring 1978), 26-33.
    • "So Who Would Watch a Fourth Channel?", Broadcast, 27 June 1977, 19-21.
    • “Shakespeare was a Behavioural Scientist”, Financial Times, 29 December 1971.
  • Case studies
    • "Nivea Sun" (with S Küster and B Hardie), in J Saker and G Smith, eds. European Casebook on Principles of Marketing, Prentice-Hall 1997, 113-130. 
    • "Financial Times Business Newsletters" in K Simmonds, ed. Strategy & Marketing: A Case Approach, Oxford: Philip Allan, 1982, 178-183.
    • "Ladbroke Holidays Ltd" in K Simmonds, ed. Strategy & Marketing: A Case Approach, Oxford: Philip Allan, 1982, 254-260.
    • "Chubb & Son Lock & Safe Company Ltd" (with K Simmonds), in Weinberg et al, eds., Advertising Management, London: Harper & Row, 1974, 142-149. 
    • Reprinted in K Simmonds, ed. Strategy & Marketing: A Case Approach, Oxford: Philip Allan, 1982, 150-159.
  • Other
    • Special Issue: Special Issue on Brand Equity (Editor), International J. Research in Marketing, 9,1, (March 1993).
    • Tape-Slide Package: (with M D Stoll and S Liggins) Desk-Bound. Plus (with K D C Vernon) Desk Bound: Users' Guide, London: London Business School, 1979.

Research Interests


  • Customer-focused strategy and execution
  • Using customer and consumer insights to improve business performance
  • Brands
  • Marketing and media trends
  • Broadcasting policy
  • Organisational transformation.