John Norton

Senior Lecturer in Marketing

Areas of Expertise:

Marketing; Marketing - Consumer Behavior and Decision Making; Marketing - Consumer Products Marketing; Marketing - Distribution Channels; Marketing - Marketing Management and Strategy; Marketing - Advertising; Marketing - Direct Selling; Marketing - Business-to-Business Marketing

Research interests:

Diffusion of innovation; communications; channel management

Selected Publications:

"A Diffusion Theory Model of Adoption and Substitution for Successive Generations of High Technology Products," Management Science 33, 9, Issue 33, 9, with F. Bass, September 1987
"Optimal Timing of Incremental Innovation," Marketing Science, Issue 8, 1, with L. Wilson, Winter 1989
"Evolution of Technological Generations: The Law of Capture," Sloan Management Review, Issue 33, 2, with F. Bass, Winter 1992
"Forecasting the Number of Competing Products in High-Technology Markets," International Journal of Forecasting, Issue 9, 3, with E. Bridges, K. Ensore, November 1993
"Integrating R&D and Marketing: A Comparison of Practices in the Japanese and American Chemical Industries," IEEE Transactions on Engineering Management, Issue 41, 1, with M. Parry, and X. Song, February 1994
"The Application of Means-End Theory in Industrial Marketing," in Understanding Consumer Decision-Making: Application of the Means-End Perspective to Marketing and Advertising Strategy, Jerry Olson and Thomas J. Reynolds, Ed., with T. Reynolds, Erlbaum, 2001
"Deterministic and Stochastic Forecasting of Marketplace Competition," in Advances in Business Management and Forecasting, Issue Volume 2, 219-234, Kenneth D. Lawrence and Michael D. Geurts, Ed., with E. Bridges, K. Ensore, Greenwich, CT: JAI Press, Inc., 1997

Awards/honors:

First Wachovia Award for Excellence
INFORMS John D. C. Little Award
United Technologies/Mostek Dissertation Fellow

Personal interests:

Running, jazz

Before joining the Olin faculty in 2009, John was a Senior Manager and Vice President for Research and Development at the Connaught Group in Manhattan from 1998 to 2009. Prior to joining Connaught, he served for three years as Chief Operating Officer of Wirthlin-Reynolds, a Dallas-based communications strategy research firm. Before that, a 12-year academic career included service on the faculties of the Darden School at the University of Virginia, the University of Chicago Graduate School of Business, and the George Mason University Graduate Business School. He has taught graduate courses on most aspects of marketing, including marketing management, marketing research, industrial marketing, marketing models, and applied statistics, and has extensive executive development experience, primarily with high-potential managers. Most of his published research is related to issues in industrial markets characterized by rapid technological change.

Email: norton@wustl.edu
Phone: (314) 935-9419

Ph.D. Management Science 1986, The University of Texas at Dallas
M.S. Management Science 1982, The University of Texas at Dallas
B.S. Psychology 1971, University of North Texas