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Neil A. Morgan

Professor | Marketing
Welch Family Professor in Business
4191D Grainger Hall


Neil Morgan joined the Wisconsin School of Business in January 2023 as a Professor in the Marketing Department.

Professor Morgan’s primary research interests are in marketing capabilities, brand strategy, marketing strategy formulation and implementation, customer feedback systems, and marketing performance assessment. He is one of the pioneers of the academic study of firms marketing capabilities, publishing multiple research papers linking such capabilities with firms’ financial performance, and has worked with a number of organizations to help them plan and build improved marketing capabilities.

Professor Morgan has previously served on the faculty at Indiana University’s Kelley School of Business (most recently as Professor and PetSmart Distinguished Chair of Marketing), and on the faculty of the University of North Carolina’s Kenan-Flagler School of Business, and also Cambridge University’s Judge Business School.

He holds a BA from the London School of Economics, and an MBA and PhD in business administration from the University of Wales.


Selected Published Journal Articles

Bhattacharya, A. & Morgan, N. & Rego, L. (2022). Examining Why and When Market Share Drives Firm Profit Journal of Marketing

Morgan, N. & Jayachandran, S. & Hulland, J. & Kumar, B. & Katsikeas, C. & Somosi, A. (2022). Marketing Performance Assessment and Accountability: Process and Outcomes International Journal of Research in Marketing

Bhattacharya, A. & Morgan, N. & Rego, L. (2021). Customer Satisfaction and Firm Profits in Monopolies: A Study of Utilities Journal of Marketing Research

Whitler, K. & Lee, B. & Krause, R. & Morgan, N. (2021). Upper Echelons Research in Marketing Journal of the Academy of Marketing Science

Feng, H. & Morgan, N. & Rego, L. (2020). The Impact of Strategies for Managing Unprofitable Customers on Shareholder Value Journal of the Academy of Marketing Science

Morgan, N. & Whitler, K. & Feng, H. & Chari, S. (2019). Research in Marketing Strategy Journal of the Academy of Marketing Science

Spyropoulou, S. & Katsikeas, C. & Skarmeas, D. & Morgan, N. (2018). Strategic Goal Accomplishment in Export Ventures: The Role of Capabilities, Knowledge, and Environment Journal of the Academy of Marketing Science

Hult, G. & Morgesson, F. & Morgan, N. & Mithas, S. & Fornell, C. (2017). Do Managers Know What their Customers Think of their Firm’s Products and Services and Why? Journal of the Academy of Marketing Science

Feng, H. & Morgan, N. & Rego, L. (2017). Firm Capabilities and Growth: The Moderating Role of Market Conditions Journal of the Academy of Marketing Science

Practitioner-Oriented Publications

Morgan, N. & Lurie, R. (2021). Commentary: A Strategic Perspective on Capturing Marketing Information to Fuel Growth: Challenges and Future Research Journal of Marketing