John Walsh

Professor of Marketing

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John W Walsh is Professor of Marketing. He frequently consults on issues of marketing strategy, consumer behavior, pricing, distribution, and market research and has consulting experience in industries spanning telecommunications, health care, tourism and leisure, consumer goods, banking, computing, and consumer electronics. He has written numerous articles for practitioner and academic journals including the Financial Times, European Management Journal, Marketing Science, and Oxford Economic Papers.

Walsh has had numerous administrative responsibilities at IMD including Director of Research and Development and Dean of Faculty. He held the Coca-Cola chaired professorship from its inception in 2008 until 2010 and was program director of IMD’s Executive MBA for four years. In the 20 years he has been at IMD he has taught in many of IMD’s open and customized programs and directed customized programs at IMD for British American Tobacco, Caterpillar, Coca-Cola Hellenic, Hilton Hotels Corporation, Kodak, KPN, and Sony.

Prior to joining IMD, Walsh was the Abraham A Mitchell Term Assistant Professor of Marketing at the Wharton School, University of Pennsylvania. He has also worked as a consultant with Monitor Company, Cambridge, USA. He has PhD and MS degrees from Cornell University, New York, and a BSc degree from Trinity College Dublin, Ireland.

Insight for Executives
Why trying to reorient a brand can burn your fingers
The author argues that the emotional appeal of a brand (its main value) is built up over years of consistent marketing and advertising. Triying to change that appeal overnight will confuse and alie...
Published 1 February 2003
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Orchestrating Winning Performance

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IMD's signature program, OWP, brings you the latest business trends, thought leadership and insights to revitalize your business, drive innovation and lead you forward. Fully customizable schedule. For executives and teams.

Location: Lausanne Length: 5 days Fee: CHF 10,900 Next start: 26 June 2023
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Develop the skills to excel as a senior global leader. The transformative core of the IMD Executive MBA is what makes it truly unique among EMBA programs. You will go far beyond your current situation, discovering new dimensions of yourself as a reflective leader, delivering much greater impact at the personal and professional levels.

Location: Lausanne Length: 15 months Fee: CHF 115,000