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.

He 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 its 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.

Academic publications
The internet: A new era in customer service
E-commerce, or shopping electronically via the internet, is revolutionising the way retailers do business. E-tailers offer better customer service than their bricks and mortar counterparts. They pe...
Published 1 February 2000
Insight for Executives
Using behavioral economics in digital marketing to entice consumers: According to the 4 types of cognitive biases
Cognitive biases have been used in marketing for a long time – often unknowingly. As engagement with customers increasingly moves online, cognitive biases offer new opportunities for marketers. The...
Published 16 April 2019
Coca-Cola’s swoop for Costa Coffee will cut its exposure to sugar and plastic bottles
John Walsh analyzes Coca-Cola buying Costa.
Published 31 August 2018
Shocked by the Scotland vote? You weren't paying attention
Heading into the vote for Scottish independence, polls indicated a dramatic shift in public sentiment. Up until a few months beforehand, Scotland's head seemed to be ruling its heart. ¦
Published 19 September 2014
Connected consumers can make or break
Companies have often grappled with the "ownership" of their brands. Ultimately, the brand is simply what it represents in the minds of consumers. Strong brands generate strong emotions and consumer...
Published 24 December 2011
Case study: Coca-Cola
The story: Coca-Cola is the world’s best-known beverage company. It traditionally manufactured concentrates, syrups and powders and sold them to authorised bottling partners, who converted them to ...
Published 19 January 2011
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
Websites with a personal touch
Internet retailers are set to dominate consumer markets. According to the author, they have the potential to combine "corner shop" service with hypermarket prices. Much of their advantages will com...
Published 15 March 1999