Patrick Barwise (born June 1946) is emeritus professor of management and marketing at

London Business School London Business School (LBS) is a business school and a constituent college of the federal University of London. LBS was founded in 1964 and awards post-graduate degrees (Master's degrees in management and finance, MBA and PhD). Its motto is " ...

. He joined the business school in 1976 after an early career at IBM and has published widely on marketing and media. He is an honorary fellow of the Marketing Society, a patron of the Market Research Society and Chairman of the Archive of Market and Social Research. He was a visiting fellow at the

Reuters Institute for the Study of Journalism The Reuters Institute for the Study of Journalism (RISJ) is a UK-based research centre and think tank founded in 2006, which operates Thomson Reuters Journalism Fellowship Programme, also known as the Reuters Fellowship. History The institute ...

, Oxford University (2011–2014); chairman of

Which? ''Which?'' is a United Kingdom brand name that promotes informed consumer choice in the purchase of goods and services by testing products, highlighting inferior products or services, raising awareness of consumer rights and offering independe ...

, the consumer organisation (2010–2015); and specialist advisor to

House of Lords The House of Lords, also known as the House of Peers, is the upper house of the Parliament of the United Kingdom. Membership is by appointment, heredity or official function. Like the House of Commons, it meets in the Palace of Westminste ...

Select Committee on the ''Communications Inquiry into the regulation of TV advertising'' (2010–2011.)

Early study

Barwise received a BA in Engineering Science with Economics from Lincoln College, Oxford in 1968 (he went on to receive an MA in 1973). While working for IBM as a systems engineer, he maintained his study, and in 1973, he received a master's degree in Business Studies, from London Business School (LBS). In 1985, he obtained a PhD on ''Mass Attitudes and Routine Choice Behaviour'', from

London University The University of London (UoL; abbreviated as Lond or more rarely Londin in post-nominals) is a federal public research university located in London, England, United Kingdom. The university was established by royal charter in 1836 as a degree- ...

Career

London Business School

Barwise joined London Business School in 1976. He has published on a wide range of topics in management, marketing and media. From 1976 to 2006, he taught

MBA A Master of Business Administration (MBA; also Master's in Business Administration) is a postgraduate degree focused on business administration. The core courses in an MBA program cover various areas of business administration such as accounti ...

and executive courses on marketing management, competitive positioning/strategy, strategic investment decisions, and 'Making Things Happen' (middle management and innovation). Barwise has also held many management posts at LBS including faculty dean, chairman of the marketing faculty, director of alumni affairs, chief examiner and senate representative.

Research

Most of Barwise's research at LBS comprises applied empirical studies, usually in a practical management or policy context. Topics include: customer focus and innovation, marketing leadership, consumer/audience behaviour and broadcasting policy.

PhD supervision

* Anita Elberse (2002) Now a chaired professor at Harvard Business School: ''Sequential Product Release in International Markets''. * Seán Meehan (1997) Now a chaired professor at IMD, Lausanne: ''Market Orientation'' (winner of the

Marketing Science Institute Founded in 1961, the Marketing Science Institute (MSI) is a corporate-membership-based organization. MSI claims to be unique as the only research-based organization with a network of marketing academics from business schools all over the world as w ...

's Alden G Clayton award for dissertation proposal). * Laura Cousins (1985) Now a consultant and lecturer: ''Marketing Planning in Theory and Practice''.

Other activities

Barwise was the chairman of Which? from 2010 to 2015, where he chaired the council of trustees and sat on the board (commercial activities), the remuneration committee and the investment committee. He has sat on ad hoc advisory panels for many non-profit organisations such as

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Channel 4 Channel 4 is a British free-to-air public broadcast television network operated by the state-owned Channel Four Television Corporation. It began its transmission on 2 November 1982 and was established to provide a fourth television service ...

, Market Research Society,

Mencap The Royal Mencap Society is a charity based in the United Kingdom that works with people with a learning disability. Its Charity Number is 222377. History Established by Judy Fryd in 1946 as The National Association of Parents of Backwards Ch ...

and DCMS. He speaks at, and chairs events on, broadcasting/media policy, customer focus and innovation, digital inclusion, and various aspects of marketing. He carries out applied research and consulting for broadcasters and related companies, regulators and central government (''Independent Review of the BBC's Digital TV Services, 2004''; ''Evaluation of the Capability Reviews Programme, 2007''; ''The Impact of the Commercial World on Children's Wellbeing, 2009''; ''Incorporating Social Value into Spectrum Allocation Decisions, 2015'') He is also an experienced expert witness in commercial, competition and tax cases.

Published works

Barwise has published more than 100 research papers and books. Much of his research can be found here. His latest book is ''The War Against the BBC'' Previous published works include *''The 12 Powers of a Marketing Leader'' * ''The Economics of Television in a Digital World'' * ''Beyond the Familiar: Long-Term Growth through Customer Focus and Innovation' * ''Simply Better: Winning and Keeping Customers by Delivering What Matters Most.'' Winner of the 2005 American Marketing Association book prize. * ''Television and its Audience'' * ''Must Finance and Strategy Clash?''

References

External links

{{DEFAULTSORT:Barwise, Patrick Living people Alumni of the University of Oxford 1946 births Academics of London Business School Alumni of Lincoln College, Oxford