Patrick Barwise

Patrick Barwise (born June 1946 in Oxford, England) is Emeritus Professor of Management and Marketing at London Business School.^[1] He joined the business school in 1976 after an early career at IBM and has published widely on management, marketing and media.^[2]

He is an Honorary Fellow of the Marketing Society and a Patron of The Market Research Society.^[3] He was a Visiting Fellow at the Reuters Institute for the Study of Journalism, Oxford University (2011–2014);^[4] Chairman of Which?, the consumer organisation (2010–2015); and Specialist Advisor to House of Lords Select Committee on the Communications Inquiry into the regulation of TV advertising (2010–2011.)^[2][5]

Early study

Patrick Barwise received a BA in Engineering Science with Economics from Lincoln College, Oxford, in 1968 (he went on to receive an MA in 1973). While working for IBM as a Systems Engineer, he maintained his study, and in 1973, he received a Master of Science degree with Distinction in Business Studies, from the London Business School (LBS). Then a few years later, in 1985, he obtained a PHD in Mass Attitudes and Routine Choice Behaviour, from London University.^[2]

Career

London Business School

Patrick Barwise joined the London Business School in 1976 after having studied his MA at Lincoln College, Oxford. He has published on a wide range of topics in management, marketing and media. From 1976 to 2006, he taught MBA and executive courses on marketing management, competitive positioning/strategy, strategic investment decisions, and ‘Making Things Happen’ (middle management and innovation). Barwise has also held many management posts at LBS including Faculty Dean, Chairman of the Marketing Faculty, Director of Alumni Affairs, Chief Examiner and Senate Representative.^[2]

Research

Most of Barwise's research at LBS comprises applied empirical studies, usually with a practical management or policy context. Topics include: customer focus and innovation, marketing leadership and consumer/audience behaviour.^[2]

PHD supervision

• Anita Elberse (2002) Now a chaired professor at Harvard Business School: Sequential Product Release in International Markets.^[6]
• Seán Meehan (1997) Now a chaired professor at IMD, Lausanne: Market Orientation (winner of the Marketing Science Institute’s Alden G Clayton award for dissertation proposal).^[7]
• Laura Cousins (1985) Now a freelance consultant and lecturer: Marketing Planning in Theory and Practice.^[8]

Other activities

Patrick Barwise was the Chairman of Which? from 2010 to 2015, where he chaired the Council of Trustees and sat on the Board (commercial activities), the remuneration committee and the investment committee. He sits on ad hoc advisory panels for non-profit organisations such as Ethisphere, Channel 4, Market Research Society, Mencap and DCMS. He speaks at, and chairs events on, broadcasting/media policy, customer focus and innovation, digital inclusion, and various aspects of marketing. He carries out applied research for broadcasters and related companies, regulators and central government (Independent Review of the BBC’s Digital TV Services, 2004; Evaluation of the Capability Reviews Programme, 2007; The Impact of the Commercial World on Children’s Wellbeing, 2009; Incorporating Social Value into Spectrum Allocation Decisions, 2015)^[2]

Published works

Patrick Barwise has published more than 100 research papers and books. Much of his research can be found here.

His current work is a book he is writing with Thomas Barta, a former McKinsey partner: The 12 Powers of a Marketing Leader, to be published by McGraw-Hill in September 2016.

Previous published works include

• Beyond the Familiar: Long-Term Growth through Customer Focus and Innovation^[9].
• Simply Better.^[10] Winner of the American Marketing Association book prize.
• Television and its audience^[11]
• Must Finance and Strategy Clash?^[12]

References