Read the full story by Kirk Kardashian, originally published by Tuck School news.
For Peter Golder, a celebrated professor of marketing at the Tuck School of Business, the pursuit of scholarly research has always been about one thing: the data. While the media, business practitioners and even business school professors have been all too happy to adopt seductive marketing theories and creation stories, Golder has played the role of the fact checker, debunking long held beliefs through deep and meticulous historical analysis.
Golder has been at this for the better part of 20 years, publishing many influential papers and co-authoring the book Will and Vision: How Latecomers Grow to Dominate Markets, which won the Berry Book Prize in marketing and was selected as one of the top 10 books of the year by Harvard Business Review. In recognition of his illuminating work, Golder has won numerous awards and seen his research featured in the popular press.
The newest addition to Golder’s accolades came on November 1, when he received the Distinguished Scholar Award from the Society for Marketing Advances during its annual conference in Orlando, Fla. According to Arch G. Woodside, the chair of the selection committee, Golder was selected for the award because of his “brilliant work and nurturing of the historical method in research in marketing.”