William Boulding

Academic Area: Marketing

Teaching / Research Interests

Management and Leadership; Strategy and Firm Performance; Managerial Decision-Making and Consumer Response

Bio

William Boulding is the Dean and J.B. Fuqua Professor of Business Administration at The Fuqua School of Business, Duke University. His previous roles at Fuqua include Deputy Dean, Senior Associate Dean for Programs, Associate Dean for the Daytime MBA program, Area Coordinator for the Marketing faculty, Co-Director of the Teradata Center for Customer Relationship Management, and Academic Program Director for both the Marketing Leadership Forum and the Advanced Management Program. 

He received his BA in Economics from Swarthmore College and his Ph.D. in Managerial Sciences and Applied Economics from the Wharton School, University of Pennsylvania. His research interests lie at the intersection of management, marketing, and strategy. Of particular interest to Dr. Boulding is evaluating how managers make decisions and how consumers respond to those decisions. His recent work focuses on the domain of health care, examining the role of the patient experience, clinical adherence to standards, and managerial activity in determining the quality of delivered care. 

He publishes his research in marketing, management and health journals including Marketing Science, Management Science, Journal of Marketing, the Journal of Consumer Research, the Harvard Business Review, the Journal of Marketing Research and the New England Journal of Medicine. He won the 1998 William F. O’Dell Award for the Journal of Marketing Research article making a "significant long-run contribution to the marketing discipline," and the 2006 Harold H. Maynard Award for the Journal of Marketing article making a “significant contribution to marketing theory and thought.” Dr. Boulding has served on the editorial boards of the Journal of Marketing Research, the Journal of Consumer Research, and the Journal of Service Research. He is a past Associate Editor for the Journal of Consumer Research, and a past Area Editor for Marketing Science. 

Dr. Boulding''s teaching interests also span the areas of management, marketing, and strategy. He has taught core courses in all three areas (Leadership, Ethics and Organization; Marketing Management; Foundations of Strategy; and Culture, Civilization and Leadership). He is a past recipient of The Outstanding Teacher award from Fuqua, and has been cited for teaching excellence in various editions of the book Business Week Guide to the Best Business Schools spanning a period of two decades. He is also a recipient of the Bank of America Faculty Award "for excellence in teaching, research, leadership and service." With respect to industry contact, he has engaged in sponsored research, consulting, or executive development with a number of companies such as IBM, AT&T, Bank of America, Sears, Eli Lilly, Blue Cross/Blue Shield, Ford Motor Company, Lafarge, U.S. Postal Service, Stride Rite, Wolseley, Hanes, Harnischfeger, Thomson Newspapers, Siemens, and Citibank. 

He also connects to a number of other organizations, serving as a member of the World Economic Forum’s Council on Values and as a board member for the Graduate Management Admission Council (GMAC®), which is the organization that administers the GMAT exam. Dr.  Boulding is Chair of the Board of Directors of Duke Corporate Education and serves on Swarthmore College’s Board of Managers. It has been a privilege for him to serve, at the invitation of the White House, in developing best practices for how business schools can encourage success for women and working families as part of an initiative with the White House Council on Women and Girls and the Council of Economic Advisers. Dr. Boulding joined the New York Federal Reserve in examining the role business schools can play in rebuilding trust in the financial services sector. He is a recurring contributor to LinkedIn and Fortune on the topic of leadership.