Skip to Content
Bill Robinson

Bill Robinson

Associate Professor of Management


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


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.

Phone: (765) 494-4432
Office: RAWL 4029

Quick links

Google Scholar

Area(s) of Expertise

marketing, new product development, and market pioneering