Professor Philip Stern
Professor
Marketing
The Business School University of Exeter
United Kingdom
Biography
Philip Stern joined Exeter Business School in September 2013. He previously worked at Loughborough, Bangor and at Warwick Business School. He holds a visiting Professorship at the Ehrenberg-Bass Institute at the University of South Australia. He has managed and contributed to numerous executive courses for companies including Unilever, TNT, Barclay’s, Diageo, Carlsberg, HSBC, and Severn-Trent. His expertise and research has been sought by companies including Bristol Myers Squibb, GfK, Glaxo Smith Kline, Novartis, Lilly Industries, Napp Pharmaceuticals, Organon, Procter and Gamble, IMS, Premier Farnell, Atkins and the National Audit Office. Before becoming an academic Philip worked in new product development for Unilever and spent time in Nigeria running a cosmetic factory. He also worked for Avon in European category management.
Research Interest
research into branded versus generic pharmaceuticals; the impact of promotion on sales; forecasting trial of new brands; identifying innovators; brand decline; charitable donation behaviour; industrial contracting.
Publications
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Riebe E, Wright M, Stern P, Sharp B (2014). How to grow a brand: Retain or acquire customers?. Journal of Business Research, 67(5), 990-997.
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Wright MJ, Stern P (2015). Forecasting new product trial with analogous series. Journal of Business Research, 68(8), 1732-1738.
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Stern P, Wright M (2016). The adoption of new prescription drugs is strongly associated with prior category prescribing rate. International Journal of Research in Marketing, 33(1), 220-224.
