Ronald C. Goodstein

Education

Ph.D. marketing, Fuqua School of Business, Duke University

Summary of Experience

Professor Goodstein specializes in marketing strategy, consumer behavior and decision making, brand equity, advertising, and integrated marketing communications, with a focus on the application of marketing and behavioral research in litigation and regulatory settings. His work includes analyses of trademark infringement, false advertising, brand dilution, and consumer perception and confusion, and he has testified as a marketing and branding expert, including before the Federal Trade Commission and the US House Committee on Veterans’ Affairs. Professor Goodstein has consulted to organizations across a range of industries, including technology, telecommunications, financial services, health care, retail, and pharmaceuticals, advising on brand equity, positioning, marketing communications, and pricing. His research examines advertising, pricing, and retailing using empirical methods such as surveys, conjoint analysis, and field studies and has been published in peer-reviewed journals such as the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, and the Journal of Retailing. He has also contributed to edited volumes and presented his research at academic and industry conferences. Professor Goodstein serves on the editorial boards of several journals, including Marketing Letters, the Journal of Business Research, the Journal of Retailing, and the Journal of the Academy of Marketing Science. His honors include the Hall of Fame award from the American Marketing Association of Washington, DC and multiple teaching awards. Previously, Professor Goodstein held academic appointments at the Kelley School of Business at Indiana University, The Wharton School of the University of Pennsylvania, and UCLA Anderson School of Management.