Noah Lim

Professor - Marketing. John P. Morgridge Distinguished Chair in Business at Wisconsin School of Business


  • Wisconsin School of Business



Wisconsin School of Business

Noah Lim is the John P. Morgridge Distinguished Chair in Business and Professor of Marketing at the Wisconsin School of Business, University of Wisconsin-Madison.

He received his PhD from the Wharton School, University of Pennsylvania. Prior to that, he received a bachelor’s degree in economics with first-class honors from the National University of Singapore.

Noah is a behavioral scientist whose research draws from the disciplines of economics and psychology to gain insights on how managers, salespeople and consumers make decisions. One stream of his research examines how managers should negotiate complex pricing contracts in B2B settings. He is also a renowned expert on designing compensation plans for salespeople. In addition to monetary incentives, this research is notable for incorporating the psychological factors that can affect salespeople when companies design compensation contracts.

His research has been published in the Journal of Marketing Research (JMR), Management Science, Marketing Science and Manufacturing & Service Operations Management. He was named a 2009 Marketing Science Institute Young Scholar and was a Finalist for the 2011 William O'Dell Award, which honors the authors of the JMR article with the most significant and long-term contribution to the field of marketing. He is on the editorial boards of Management Science (Associate Editor, Behavioral Economics and Marketing Departments), JMR, Marketing Science, Customer Needs & Solutions (Associate Editor) and Production & Operations Management (Senior Editor). He also serves on the Academic Council of the American Marketing Association.

Noah’s teaching excellence has been widely recognized. He has taught pricing strategy, marketing management and marketing models for the past decade, and has won teaching awards at Wharton, University of Houston and Wisconsin. He is a Fellow of the University of Wisconsin-Madison Teaching Academy.

Noah has consulted with numerous organizations in the US and Asia on how to optimize their product offerings and pricing strategies, with particular emphasis on pricing new products and designing revenue and subscription-based models.

He enjoys playing the piano and holds Licentiate performance diplomas from the Royal Schools of Music (UK) and the Guildhall School of Music and Drama (UK).

Selected Published Journal Articles

  • Chen, H. & Lim, N. (2017). How Does Team Composition Affect Effort in Contests? A Theoretical and Experimental Analysis. Journal of Marketing Research (54), 44-60.
  • Lim, N. & Chen, H. (2014). When Do Group Incentives for Salespeople Work?. Journal of Marketing Research (51), 320-334.
  • Lim, N. & Ham, S. (2014). Relationship Organization and Price Delegation: An Experimental Study. Management Science (60), 586-605.
  • Chen, H. & Lim, N. (2013). Should Managers Use Team-Based Contests?. Management Science (59), 2823-2836.
  • Golfarb, A. & Ho, T. & Amaldoss, W. & Brown, A. & Chen, Y. & Galasso, T. & Hossain, T. & Hsu, M. & Lim, N. & Xiao, M. & Yang, B. (2012). Behavioral models of managerial decision-making. Marketing Letters (23), 405-421. doi: 10.1007/s11002-012-9183-4.
  • Chen, H. & Ham, S. & Lim, N. (2011). Designing Asymmetric Multi-person Tournaments: An Experimental Study. Management Science (57), 864-883. doi: 10.1287/mnsc.1110.1325.
  • Ho, T. & Lim, N. & Cui, T. (2010). Reference Dependence in Multi-Location Newsvendor Models. Management Science (56), 1891-1910. doi: 10.1287/mnsc.1100.1225.
  • Lim, N. (2010). Social Loss Aversion and Optimal Contest Design. Journal of Marketing Research (47), 777-787. doi: 10.1509/jmkr.47.4.777.
  • Lim, N. & Ahearne, M. & Ham, S. (2009). Designing Sales Contests: Does the Prize Structure Matter?. Journal of Marketing Research (46), 356-371. doi: 10.1509/jmkr.46.3.356.
  • Lim, N. & Ho, T. (2007). Designing Price Contracts for Boundedly Rational Customers: Does the Number of Blocks Matter?. Marketing Science (26), 312-326. doi: 10.1287/mksc.1070.0271.
  • Ho, T. & Lim, N. & Camerer, C. (2006). How Psychological Should Marketing Models Be?. Journal of Marketing Research (43), 341-344. doi: 10.1509/jmkr.43.3.341.
  • Ho, T. & Lim, N. & Camerer, C. (2006). Modeling the Psychology of Consumers and Firms using Behavioral Economics. Journal of Marketing Research (43), 307-331. doi: 10.1509/jmkr.43.3.307.

Professional Organizations

American Marketing Association, Academic Council

Editorial and Reviewing Activities

Journal of Marketing Research - Since July 2016 Editorial Board Member

Journal of Marketing Behavior - Since June 2015 Editorial Board Member

Production & Operations Management (Senior Editor) - Since April 2015 Senior Editor

Management Science (Associate Editor) - Since July 2014 Associate Editor

Marketing Science - Since April 2014 Editorial Board Member

Customer Needs and Solutions - Since January 2014 Associate Editor

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