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Bill Robinson

Bill Robinson

Associate Professor of Management

Education

Ph.D., Business Administration, University of Michigan, 1984
M.S., Economics, University of Illinois, 1976
B.S., Economics, University of Illinois, 1974

CV

Professor Robinson's teaching interests include marketing management and new product development. His current research focuses on the stock market's ability to accurately value advertising spending and on using advertising to manage earnings.

Recent publications include "Do Stock Prices Undervalue Investments in Advertising? with Yun Oh, Huseying Gulen, and Jung Min Kim in Marketing Letters (2016),  "Entry for Supermarket Feature Me-Too Brands: An Empirical Explanation of Incidence and Timing," with Ian Sinapuelas in Marketing Letters (2009); "Survival Determinants for Online Retailers", with Ralitza Nikolaeva, Manohar Kalwani, and S. Sriram in Review of Marketing Science (2009); "Market Pioneer and Early Follower Survival Risks: A Contingency Analysis of Really New versus Incrementally New Products," with Sungwook Min and Manohar Kalwani in Journal of Marketing (2006); "Is the First to Market the First to Fail?: Empirical Evidence for Industrial Goods Businesses" with Sungwook Min (2002), Journal of Marketing Research; "Product Development Strategies for Established Market Pioneers, Early Followers, and Late Entrants" with Jeongwen Chiang (2002), Strategic Management Journal. He has also published in the Journal of Consumer Research, Journal of Industrial Economics, Management Science, and Marketing Science.

Professor Robinson's research has more than 4000 citations in Google Scholar and more than 1000 citations in the Web of Science.  His research has been covered in Empirical Generalizations in Marketing, published by Marketing Science in 1995.  Two research projects are summarized in the Marketing Science Institute's Empirical Generalizations About Marketing Impact in both the 2009 and 2015 editions.  Out of more than 5000 papers published in leading marketing journals, his research on market pioneers and market share is listed in the top 50 for its impact on the field.

Professor Robinson was a member of the Krannert faculty from 1983-86. In 1986-89 he was an assistant and associate professor at the University of Rochester. From 1989-96 he was associate professor at the University of Michigan. Professor Robinson returned to the Krannert School of Management in 1996. He is on the editorial board of the Strategic Management Journal and the Journal of the Academy of Marketing Science.

Forthcoming Publications

  • Yun Kyung Oh, Huseyin Gulen, Jung Min Kim, and William T. Robinson Do Stock Prices Undervalue Investments in Advertising?. Marketing Letters, | Download |

Journal Articles

  • Oh, Yun Kyung, Ye Hu, Xin Wang, and William T. Robinson (2013). How Do External Reference Prices Influence Online Gift Giving?. International Journal of Electronic Marketing and Retailing, vol. 5 359-371.
  • Sinapuelas, Ian and William T. Robinson (2012). Do Me-Too Brands Price Lower than the Feature Pioneer?. Journal of Product and Brand Management, vol. 21 (5), 350-358.
  • Sinapuelas, Ian and W. Robinson (2009). Entry for Supermarket Feature Me-Too Brands: An Empirical Explanation of Incidence and Timing. Marketing Letters, vol. 20 183-196.
  • Nikolaeva, Ralitza, Manohar U. Kalwani, William T. Robinson, and S. Sriram (2009). Survival Determinants for Online Retailers. Review of Marketing Science, vol. 7
  • Min, S., Kalwani, M., & Robinson, W. (2006). Market Pioneer and Early Follower Survival Risks: A Contigency Analysis of Really New Versus Incrementally New Products. Journal of Marketing, vol. 70 (1), 15-33.
  • Robinson, W., & Chiang, J. (2002). Product Development Strategies for Established Market Pioneers, Early Followers, and Late Entrants. Strategic Management Journal, vol. 23 (9), 855-866.
  • Robinson, W., & Min, S. (2002). Is the First to Market the First to Fail? Empirical Evidence for Industrial Goods Businesses. Journal of Marketing Research, vol. 39 (1), 120-128.
  • Robinson, W., & Chiang, J. (1996). Are Sutton's Predictions Robust?: Empirical Insights into Advertising, R&D and Concentration. Journal of Industrial Economics, vol. 44 (4), 389-408.
  • Robinson, W., Kalyanaram, G., & Urban, G. (1995). Order of Market Entry: Established Empirical Generalizations, Emerging Generalizations and Future Research. Marketing Science, vol. 14 (3), 212-221.
  • Robinson, W., Kalyanaram, G., & Urban, G. (1994). First-Mover Advantages from Pioneering New Markets: A Survey of Empirical Evidence. Review of Industrial Organization, vol. 9 (1), 23-Jan.
  • Robinson, W., & Huff, L. (1994). The Impact of Leadtime and Years of Competitive Rivalry on Pioneer Market Share Advantages. Management Science, vol. 40 (10), 1370-1377.
  • Robinson, W., Ramaswamy, V., DeSarbo, W., & Reibstein, D. (1993). An Empirical Pooling Approach for Estimating Marketing Mix Elasticities with PIMS Data. Marketing Science, vol. 12 (1), 103-124.
  • Robinson, W., Fornell, C., & Sullivan, M. (1992). Are Market Pioneers Intrinsically Stronger than Later Entrants?. Strategic Management Journal, vol. 13 (8), 609-624.
  • Robinson, W. (1990). Product Innovation and Start-Up Business Market Share Performance. Management Science, vol. 36 (10), 1279-1289.

Book Chapters

  • Kalwani, M. and W. Robinson (2009). Pioneering in B-to-B Markets. Empirical Generalizations About Marketing Impact, Marketing Science Institute, Reprinted in 2015 edition, 28.
  • Kalwani, M. and W. Robinson (2009). Pioneer Survival Rates. Empirical Generalizations About Marketing Impact, Marketing Science Institute, Reprinted in 2015 edition, 27.
  • Robinson, W., & Parry, M. (2004). Order of Market Entry: Empirical Results from the PIMS Data and Future Research Topics. Batten Foundation and Marketing Science Institute, New York, NY. 73-91.
  • Robinson, W., Fornell, C., & Sullivan, M. (1994). Skill and Resource Profiles for Market Pioneers, Early Followers and Late Entrants. Faulkner and Gray, Inc,

Contact

wtrobins@purdue.edu
Phone: (765) 49-44432
Office: RAWL 4029

Quick links

Vita
Google Scholar

Area(s) of Expertise

marketing, new product development, and market pioneering