Leonard Lodish

Leonard M. Lodish is the Samuel R. Harrell Professor Emeritus in the Marketing Department at the Wharton School, University of Pennsylvania. Lodish joined the Wharton faculty as an assistant marketing professor after completing his doctorate at the Sloan School of Management at the Massachusetts Institute of Technology and has served as a visiting professor at Harvard Business School. He was elected chair of the Wharton Marketing Department for two terms. Lodish's research and consulting focus on entrepreneurial marketing, strategic and tactical marketing resource planning, marketing decision support systems, firm and marketing strategy, sales force management, advertising, and promotion planning.

Lodish co-led a consortium of major consumer packaged goods manufacturers, advertising agencies, and U.S. television networks in a comprehensive analysis of 381 real-world split cable TV experiments, published as "How T.V. Advertising Works" in Journal of Marketing Research. This work received the American Marketing Association's first Paul E. Green Award for its impact on marketing practice. He also led a team that received the Franz Edelman Award for a sales force sizing and deployment model that contributed to significant sales growth at Syntex Laboratories. Lodish developed decision support systems used globally, including MEDIAC for media planning, CALLPLAN and ALLOC for sales force deployment, and PROMOTER and PROMOTIONSCAN for promotion planning and evaluation.

Lodish is the author of "Entrepreneurial Marketing: Lessons from Wharton's Pioneering MBA Course" and co-author of "Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company" with Howard Morgan and Shellye Archambeau. He has published more than 60 articles and served as an editor for leading marketing and management science journals. Lodish is also the author of "The Advertising and Promotion Challenge: Vaguely Right or Precisely Wrong," published by Oxford University Press.

In addition to his academic work, Lodish co-founded Management Decision Systems, Inc. (MDS), which merged with Information Resources, Inc. to become a major international decision support and marketing data supplier. He served as the first outside director of Diapers.com, which was acquired by Amazon.com. Lodish has consulted with numerous global firms, including Procter and Gamble, Anheuser-Busch, Merck and Company, Campbell Soup Company, Merrill Lynch, and the Coca-Cola Company.

Lodish co-founded and led the Wharton Global Consulting Practicum, establishing partnerships with business schools in Australia, Chile, Israel, Peru, China, Taiwan, India, UAE, France, and Spain. He served as the founding vice dean for Wharton's San Francisco campus and as senior advisor and co-leader of the Venture Initiation Program in San Francisco. Lodish was also the founding Wharton vice dean for social impact and co-director of the Wharton-INSEAD Leading the Effective Sales Force executive program, which has been delivered in Singapore, Fontainebleau, and Philadelphia for more than four decades. Lodish's career integrates academic research in marketing with entrepreneurial practice and leadership in business education.