Robert Thomas

Robert J. Thomas teaches courses in Strategic Market Segmentation, New Product Development, and Strategic Marketing Communications. He has over 50 publications in the areas of business-to-business marketing, organizational buying behavior, and new product development. His book, New Product Development: Managing and Forecasting for Strategic Success, was a featured selection of the Fortune Book Club and his book New Product Success Stories: Lessons from Leading Innovators has been published in several languages. Thomas is on the editorial board of the Journal of Product Innovation Management and is an active member in numerous academic associations. He also is a Distinguished Research Fellow at the Institute for the Study of Business Markets. He has designed and taught executive education seminars in the United States and several countries and has consulted with more than 50 organizations in a wide variety of industries and cultures, including both consumer and business-to-business products and services. He has provided expert testimony on demand for new technologies for the Federal Communications Commission, the U.S. Postal Rate Commission, and the International Trade Commission.

Education

University of Pennsylvania - Ph.D.

Publications

Books (2)

Robert J. Thomas. New Product Success Stories: Lessons from Leading Innovators. New York, 1995; Spain, 1996; Warsaw, Poland, 2001: John Wiley and Sons, 1995.

Robert J. Thomas. New Product Development: Managing and Forecasting for Strategic Success. New York, 1993; Taiwan,1995; China, 1999: John Wiley and Sons, 1993.

Articles in Journals (23)

Thomas, Robert J.. "Multistage Market Segmentation: An Exploration of B2B Segment Alignment." Journal of Business and Industrial Marketing, 31, 7 (2016): 821-834.

Yoram Wind and Robert J. Thomas. "Organizational Buying Behavior in an Interdependent World." Journal of Global Academy of Marketing Science, 20, 2 (2010): 110-122.

Bardia Kamrad, Shreevardhan S. Lele, Akhtar Siddique, and Robert J. Thomas. "Innovation Diffusion Uncertainty, Advertising and Pricing Policies." European Journal of Operational Research, 164 (2005): 829-850.

Jeanine W. Turner, Robert J. Thomas, N. Lamar Reinsch, Jr.. "Willingness to Try a New Communication Technology." Journal of Business Communication, 41 (2004): 5-26.

Jeanine W. Turner, Robert J. Thomas, Michelle Gailiun. "Consumer Response to Virtual Service Organizations: The Case of Telemedicine." International Journal of Medical Marketing, 1 (2001): 309-318.

N. Craig Smith, Robert J. Thomas and John A. Quelch. "A Strategic Approach to Managing Product Recalls." Harvard Business Review, 74 (1996): 102-112.

Robert J. Thomas. "Estimating Demand for Services: Issues in Combining Sales Forecasts." Journal of Retailing and Consumer Services, 3 (1996): 241-250.

Robert J. Thomas. "Product Development Takes Intellectual Discipline." National Underwriter, 100 (1996): 14+.

Robert J. Thomas. "Issues in New Product Forecasting." Journal of Product Innovation Management, 10 (1994): 347-353.

William B. Gartner and Robert J. Thomas. "Factors Affecting New Product Forecasting Accuracy in New Firms." Journal of Product Innovation Management, 10 (1993): 35-52.

Robert J. Thomas. "Method and Situational Factors in Sales Forecast Accuracy." Journal of Forecasting, 12 (1992): 69-77.

Robert J. Thomas. "Causal Vs. Attributional Measurement of Interpersonal Purchase Influence in Organizations." International Journal of Research in Marketing, 6 (1990): 145-157.

Robert J. Thomas. "Industrial Market Segmentation on Buying Center Purchase Responsibilities." Journal of the Academy of Marketing Science, 17, 3 (1989): 243-252.

Robert J. Thomas. "Patent Infringement of Innovations By Foreign Competitors: The Role of the International Trade Commission." Journal of Marketing, 53 (1989): 63-75.

Robert J. Thomas. "Forecasting New Product Market Potential: Combining Multiple Methods." Journal of Product Innovation Management, 4, 2 (1987): 109-119.

Robert J. Thomas. "Estimating Market Growth for New Products: An Analogical Diffusion Model Approach." Journal of Product Innovation Management, 2, 1 (1985): 45-55.

Robert J. Thomas. "Problems in Demand Estimation for a New Technology." Journal of Product Innovation Management, 2, 3 (1985)

Robert J. Thomas. "Timing: The Key to Market Entry." Journal of Consumer Marketing, 2, 3 (1985)

Robert J. Thomas. "Bases of Power in Organizational Buying Decisions." Industrial Marketing Management, 13 (1984): 209-218.

Robert J. Thomas and Wayne Schelle. "Consequences of Market Entry Timing on Cellular System Revenues." Telocator, 8 (1984): 47+.

Robert J. Thomas. "Correlates of Interpersonal Purchase Influence in Organizations." Journal of Consumer Research, 9, 2 (1982): 171-182.

Robert J. Thomas. "Marketing Research in the Scientific and Technical Information Services Industry: Development and Future Directions." Journal of the American Society for Information Science, 33, 5 (1982): 265-269.

Yoram Wind and Robert J. Thomas. "Conceptual and Methodological Issues in Organizational Buying Behavior." European Journal of Marketing, 14, 5/6 (1980): 239-263.

Articles in Books (9)

Robert J. Thomas. "Business-to-Business Market Segmentation: From Process to Practice." Handbook on Business-to-Business Marketing, Northampton, MA: Edward Elgar Publishing, 2011.

Robert J. Thomas. "Selecting and Ending New Product Efforts." The Technology Management Handbook, 43-49. Boca Raton, Florida: CRC Press, 1999.

Yoram Wind and Robert J. Thomas. "Segmenting Industrial Markets." Advances in Business Marketing and Purchasing, 59-82. Greenwich, CT: JAI Press, 1994.

Yoram Wind and Robert J. Thomas. "Strategy-Driven Industrial Marketing Research." Review of Marketing 1990, 411-454. Chicago: American Marketing Association, 1990.

Robert J. Thomas and Yoram Wind. "The Changing Industrial Market: Implications for Research." A Strategic Approach to Business Marketing, 67-78. Chicago: American Marketing Association, 1985.

Yoram Wind and Robert J. Thomas. "Toward Empirical Generalizations on Industrial Market Segmentation." Issues in Industrial Marketing: A View to the Future, 1-18. Chicago: American Marketing Association, 1982.

Robert J. Thomas. "Organizational Buying Behavior and STI Marketing Decisions." Information Services: Economics, Management, and Technology, 93-107. Boulder, Colorado: Westview Press, 1981.

Yoram Wind and Robert J. Thomas. "Problems and Prospects in the Segmentation of the STI Market." Marketing Scientific and Technical Information, 67-76. Boulder, Colorado: Westview Press, 1979.

Robert J. Thomas. "A Systematic Approach for Analyzing Foreign Markets." Guidelines for Operating in Latin America, 35-48. Miami, Florida: Field Research Projects, 1970.