Patrick Barwise (born June 1946) is

emeritus ''Emeritus/Emerita'' () is an honorary title granted to someone who retires from a position of distinction, most commonly an academic faculty position, but is allowed to continue using the previous title, as in "professor emeritus". In some c ...

professor of management and marketing at

London Business School London Business School (LBS) is a business school and a constituent college of the federal University of London. LBS was founded in 1964 and awards post-graduate degrees (Master's degree, Master's degrees in management and finance, Master of B ...

. He joined the business school in 1976 after an early career at

IBM International Business Machines Corporation (using the trademark IBM), nicknamed Big Blue, is an American Multinational corporation, multinational technology company headquartered in Armonk, New York, and present in over 175 countries. It is ...

and has published widely on marketing and media. He is an honorary fellow of the Marketing Society, a patron of the Market Research Society and Chairman of the Archive of Market and Social Research. He was a visiting fellow at the

Reuters Institute for the Study of Journalism The Reuters Institute for the Study of Journalism (RISJ) is a UK-based research centre and think tank founded in 2006, which operates Thomson Reuters Journalism Fellowship Programme, also known as the Reuters Fellowship. History The institute ...

, Oxford University (2011–2014); chairman of

Which? ''Which?'' is a United Kingdom brand name that promotes informed consumer choice in the purchase of goods and services by testing products, highlighting inferior products or services, raising awareness of consumer rights, and offering indepen ...

, the consumer organisation (2010–2015); and specialist advisor to

House of Lords The House of Lords is the upper house of the Parliament of the United Kingdom. Like the lower house, the House of Commons of the United Kingdom, House of Commons, it meets in the Palace of Westminster in London, England. One of the oldest ext ...

Select Committee on the ''Communications Inquiry into the regulation of TV advertising'' (2010–2011.)

Early study

Barwise received a BA in Engineering Science with Economics from

Lincoln College, Oxford Lincoln College (formally, The College of the Blessed Mary and All Saints, Lincoln) is a Colleges of the University of Oxford, constituent college of the University of Oxford, in the United Kingdom. Lincoln was founded in 1427 by Richard Flemin ...

in 1968 (he went on to receive an MA in 1973). While working for

as a

systems engineer Systems engineering is an interdisciplinary field of engineering and engineering management that focuses on how to design, integrate, and manage complex systems over their life cycles. At its core, systems engineering utilizes systems thinkin ...

, he maintained his study, and in 1973, he received a master's degree in Business Studies, from London Business School (LBS). In 1985, he obtained a PhD on ''Mass Attitudes and Routine Choice Behaviour'', from

London University The University of London (UoL; abbreviated as Lond or more rarely Londin in post-nominals) is a federal public research university located in London, England, United Kingdom. The university was established by royal charter in 1836 as a degr ...

Career

London Business School

Barwise joined London Business School in 1976. He has published on a wide range of topics in management, marketing and media. From 1976 to 2006, he taught

MBA A Master of Business Administration (MBA) is a professional degree focused on business administration. The core courses in an MBA program cover various areas of business administration; elective courses may allow further study in a particular a ...

and executive courses on marketing management, competitive positioning/strategy, strategic investment decisions, and 'Making Things Happen' (middle management and innovation). Barwise has also held many management posts at LBS including faculty dean, chairman of the marketing faculty, director of alumni affairs, chief examiner and senate representative.

Research

Most of Barwise's research at LBS comprises applied empirical studies, usually in a practical management or policy context. Topics include: customer focus and innovation, marketing leadership, consumer/audience behaviour and broadcasting policy.

PhD supervision

Anita Elberse Anita Elberse is an American economist who is a professor of business administration at Harvard Business School, specializing in the entertainment, media and sports sectors. Trained as an economist and econometrician, according to ''The Wall Stre ...

(2002) Now a chaired professor at

Harvard Business School Harvard Business School (HBS) is the graduate school, graduate business school of Harvard University, a Private university, private Ivy League research university. Located in Allston, Massachusetts, HBS owns Harvard Business Publishing, which p ...

: ''Sequential Product Release in International Markets''. * Seán Meehan (1997) Now a chaired professor at IMD, Lausanne: ''Market Orientation'' (winner of the

Marketing Science Institute The Marketing Science Institute (MSI) is a corporate-membership-based organization. MSI was founded in 1961 and is headquartered in Cambridge, Massachusetts. MSI financially supports academic research on topics of importance to business performanc ...

's Alden G Clayton award for dissertation proposal). * Laura Cousins (1985) Now a consultant and lecturer: ''Marketing Planning in Theory and Practice''.

Other activities

Barwise was the chairman of Which? from 2010 to 2015, where he chaired the council of trustees and sat on the board (commercial activities), the remuneration committee and the investment committee. He has sat on ad hoc advisory panels for many non-profit organisations such as Ethisphere,

Channel 4 Channel 4 is a British free-to-air public broadcast television channel owned and operated by Channel Four Television Corporation. It is state-owned enterprise, publicly owned but, unlike the BBC, it receives no public funding and is funded en ...

, Market Research Society, Mencap and DCMS. He speaks at, and chairs events on, broadcasting/media policy, customer focus and innovation, digital inclusion, and various aspects of marketing. He carries out applied research and consulting for broadcasters and related companies, regulators and central government (''Independent Review of the BBC's Digital TV Services, 2004''; ''Evaluation of the Capability Reviews Programme, 2007''; ''The Impact of the Commercial World on Children's Wellbeing, 2009''; ''Incorporating Social Value into Spectrum Allocation Decisions, 2015'') He is also an experienced expert witness in commercial, competition and tax cases.

Published works

Barwise has published more than 100 research papers and books. Much of his research can be found here. His latest book is ''The War Against the BBC'' Previous published works include *''The 12 Powers of a Marketing Leader'' * ''The Economics of Television in a Digital World'' * ''Beyond the Familiar: Long-Term Growth through Customer Focus and Innovation'' * ''Simply Better: Winning and Keeping Customers by Delivering What Matters Most.'' Winner of the 2005

American Marketing Association The American Marketing Association (AMA) is a professional association for marketing professionals with 30,000 members as of 2012. It has 76 professional chapters and 250 collegiate chapters across the United States. The AMA was formed in from t ...

book prize. * ''Television and its Audience'' * ''Must Finance and Strategy Clash?''

References

External links

{{DEFAULTSORT:Barwise, Patrick Living people Alumni of the University of Oxford 1946 births Academics of London Business School Alumni of Lincoln College, Oxford