Rob Waiser

Assistant Professor of Marketing

BMath (Waterloo) PhD (Toronto)

Rob Waiser conducts research in sales and marketing management, with areas of particular focus including incentive compensation design and managerial decision making with incomplete information. He primarily uses analytical models, as well as economic experiments, to better understand firm behaviour under practical constraints.

Prior to entering academia, Rob spent nine years as a management consultant with ZS Associates, working with over 30 client organisations on a wide range of sales and marketing management issues.

Before joining London Business School, Rob completed his PhD studies in quantitative marketing at the University of Toronto. He also holds a Bachelor of Mathematics from the University of Waterloo.


Involving Sales Managers in Sales Force Compensation Design

Waiser R B

Journal of Marketing Research 2021 Vol 58:1 p 182-201


Measuring rank-based utility in contests: the effect of disclosure schemes

Hossain T; Shi M; Waiser R

Journal of Marketing Research 2019 Vol 56:6 p 981-994

Teaching portfolio

Our teaching offering is updated annually. Faculty and programme material are subject to change.

  • Masters Degrees electives

    Optional courses providing a deep dive into specialist areas.

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    • Advanced Marketing Strategy
      Advanced Marketing Strategy is concerned with how firms target, acquire, retain, and grow customers to achieve sustainable growth and profits. With our focus on marketing at the strategic level, less attention is given to the specific tactical decisions made by marketers to implement particular strategies. Each session covers a topic that is of importance to marketers and senior management. The first part of the course focuses on a customer-centric approach to marketing strategy. We examine how to identify, create, sustain, and leverage customer value to create value for the firm. In other words, we place the organisation's capabilities at the service of customers and not the other way around. We then discuss the Marketing function within the broader context of the firm, particularly as it relates to globalisation and to the interface with Sales. Finally, we focus on marketing analytics, emphasizing the manager's role and perspective (rather than that of the analyst).
    • Incentives in Organisations
      Understand how incentive regimes affect employee productivity and organisational effectiveness through both psychology and economics. Learn how and why individuals deviate from their usual rational responses to incentives. Examine subjects such as compensation, social exchanges, coordination, intrinsic and extrinsic motivation, free-riding, principal-agent models and the implications of asymmetric information and the incompleteness of contracts. The course uses models developed in micro-economics and psychology.
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