Faculty profiles

Picture of John Mullins

John Mullins

BA (Lehigh) MBA (Stanford) PhD (Minnesota)
Associate Professor of Management Practice in Marketing and Entrepreneurship

Subject area:
, Entrepreneurship
Personal site:
Personal web page


Assessment and development of new venture opportunities, business model innovation, and entrepreneurship more generally. His two best sellers, 'The New Business Road Test' (the definitive work on assessing and shaping new venture opportunities) and 'Getting to Plan B' (with Randy Komisar;the "Best Book for Business Owners" in 2009 according to INC magazine) have won widespread adoption in business schools around the world, as well as critical acclaim.


‘Use Customer Cash to Finance Your Start-Up’, Harvard Business Review (2013); ‘The New Business Road Test: What Entrepreneurs and Executives Should Do Before Launching a Lean Start-Up’ 4e (2013); ‘Managing Ethically in Corrupt Environments (with T Rhodes), Business Strategy Review (2011); 'A Business Plan? Or a Journey to Plan B,' (with R Komisar) MIT Sloan Management Review (2010), ‘Why Business Plans Don’t Deliver’, Wall Street Journal (2009); ‘Getting to Plan B: Breaking Through to a Better Business Model’ (with R Komisar), Harvard Business Press (2009); ‘Discovering Unk-Unks: How Entrepreneurs and Innovators Learn What They Don’t Know They Don’t Know’, Sloan Management Review (2007); ‘Good Money After Bad?’ Harvard Business Review (2007); Marketing Strategy: A Decision-Focused Approach (with O C Walker Jr., 7th ed. 2011); Marketing Management: A Strategic Decision-Making Approach (with O C Walker Jr., 7th ed. 2010).

Research interest

Opportunity assessment, business model innovation, venture capital, entrepreneurship in emerging markets.

Other activities

Boards: WorldRemit (London), Project Dharma (Mumbai)


Associate Professor, University of Denver; Founder and President, Pasta Via International; Vice President, Gap Stores.

Contact Details

Email: jmullins@london.edu

tel: +44 (0)20 7000 8161
fax: +44 (0)20 7000 7001

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