Peter Boatwright

Peter Boatwright

Allan D. Shocker Professor of Marketing and New Product Development

Peter Boatwright joined the Carnegie Mellon faculty in 1997. He teaches courses on product innovation, brand strategy, new products, pricing strategy and marketing research. Boatwright has authored two books on innovation, The Design of Things to Come: How Ordinary People Create Extraordinary Products and Built to Love: Creating Products that Captivate Customers. Boatwright is also co-founder and co-director of the Integrated Innovation Institute, a market-focused center designed to speed the pace of innovation. The Integrated Innovation Institute unites the three foundational innovation disciplines to cross train individuals and teams to become elite innovators.

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Area Of Expertise

Product and service innovation, innovation methods, pricing, product/brand strategy

Courses Taught

New Product Management

Pricing Strategy

Integrated Product Development

Advanced Data Analysis

Brand Strategy

Survey of Marketing Literature

High Technology Product Innovation

Marketing Research

Probability and Statistics

Introduction to Marketing

Education

B.S., Mathematics, Wheaton College

M.S., Statistics, University of Wisconsin

MBA, Booth School of Business, University of Chicago

Ph.D., Booth School of Business, University of Chicago

Publications

Books
Built to Love: Creating Products that Captivate Customers
Co-authored with Jonathan Cagan
Berrett-Koehler Publishers, 2010, 216 pages.

The Design of Things to Come: How Ordinary People Create Extraordinary Products
Co-authored with Craig M. Vogel and Jonathan Cagan
Wharton School Publishing/Pearson Education, 2005, 231 pages.

 

Academic Journal Articles

P. Stuettgen, P. Boatwright, J.B. Kadane, Stockouts and Restocking: Monitoring the Retailer from the Supplier's Perspective, Journal of Business and Economic Statistics. Accepted 2016.

Choi, P., Orsborn, S. and Boatwright, P. (2015). Bayesian Analysis of Color Preferences: An Application for Product and Product Line Design. Color Research and Application. Vol 41, Issue 5, October (2016), pp 445-456.

S. Orsborn, J. Cagan, P. Boatwright, Continuous Visual Conjoint: Discovering Novel Design Directions that Align with User Preferences, Industrial Design Society of America / Innovate (2015).

Tovares, Noah, Peter Boatwright, Jonathan Cagan (2014) “Experiential Conjoint Analysis: An Experience-Based Method for Eliciting, Capturing, and Modeling Consumer Preference” Journal of Mechanical Design 136, 101404 (2014) (12 pages);

Ghoshal, Tanuka, Eric Yorkston, Joseph C. Nunes, and Peter Boatwright (2014) “Multiple Reference Points in Sequential Hedonic Evaluation: An Empirical Analysis,” Journal of Marketing Research, October 2014, Vol. 51, No. 5, pp. 563-577.

Stüttgen, Peter, Peter Boatwright, and Robert T. Monroe (2012) “A Satisficing Choice Model,” Marketing Science, Vol. 31, No. 6 (Nov-Dec), pp. 878-899.

Wattal, Sunil, Rahul Telang, Tridas Mukhopadhyay, and Peter Boatwright (2012) “What’s in ‘Name’? Impact of Use of Customer Information in E-Mail Advertisements,” Information Systems Research, Vol. 23, No. 3 (Sept.), pp. 679-697.

Boatwright, Peter, Sharad Borle, and Joseph B. Kadane (2010) “Common Value/Private Value Categories in Online Auctions: A Distinction without a Difference,” Decision Analysis, Vol. 7, No. 1, March, pp. 86-98.

Orsborn, Seth, Jonathan Cagan, and Peter Boatwright (2009) “Quantifying Aesthetic Form Preference in a Utility Function,” Journal of Mechanical Design, Vol. 131, 061001-1-10.

Boatwright, Peter, Jonathan Cagan, Dee Kapur, and Al Saltiel (2009) “A Step by Step Process to Build Valued Brands”, Journal of Product and Brand Management, 18, 1, 38-49.

Orsborn, Seth, Peter Boatwright and Jonathan Cagan (2008) “Identifying Product Shape Relationships Using Principal Component Analysis” Research in Engineering Design, 18, 4 (Jan), 163-180.

Orsborn, Seth, Jonathan Cagan, and Peter Boatwright (2008) “A Methodology For Creating A Statistically Derived Shape Grammar Composed Of Non-Obvious Shape Chunk”, Research in Engineering Design, 18, 4 (Jan), 181-196.

Lu, Jiang, Joseph B. Kadane, and Peter Boatwright (2008) “The Dirt on Bikes: An Illustration of CART Models for Brand Differentiation”, Journal of Product and Brand Management, 17, 5, 317-326.

University Service

Tepper School of Business

Co-Chair, Tepper Strategic Planning, Experience Committee (2017)

Member, Tepper Strategic Planning Working Committee (2017)

Co-Director of Integrated Innovation Institute (2014- )

Co-Director of Masters of Product Development degree (2013-2014)

Member, Future Delivery Committee (2012)

Member, MEAC committee (2010-2013)

Management of Innovation and Product Development track coordinator (2007- 2013)

Member, Elliot-Dunlop Smith Award Committee (2011-2012)

Member, committee on Case Analyses at Tepper (2011)

Member, McGowan Fellowship Committee (2010-11)

Member, Faculty Recruiting for Information Systems (2010-11)

Firenze Case Competition – met with MBA teams in competition (Feb, 2010)

Chair, Faculty Recruiting for Marketing (2008)

Member, Committee for Lecturer Track Promotion Criteria (2008-2009)

Member, PhD Committee (2000 – 2006)

Member, Behavioral Lab Committee (1999 – 2002)

Member, Faculty Recruitment (Marketing) Committee

Member, Ad Hoc PhD Committee (1999)

Member, Undergraduate Committee (1998 – 2000)

Marketing Track Advisor (Undergraduate) (1998- 2000)

Coordinated the qualifier for marketing doctoral students (1999-2005)

Co-Coordinator, Marketing Seminar Series (1997- 98)

Co-Coordinator, Marketing Research Camp (1999)

 

Other Carnegie Mellon

Member, University Promotion and Tenure Committee, 2016-17

Member, Ideate Advisory Board, 2015-

Member, Dean Evaluation Committee 2016

Co-Chair of Innovation and Entrepreneurship Sub-committee, Strategic Plan for Carnegie Mellon University, (2014/15)

Member, Masters in Product Development Planning Committee (2012)

Co-Director of Center for Product Strategy and Innovation (2008 – 2011)

Member, CMU Faculty Appointments (Non-Tenured) Committee (2007 – 2009)

Member, Advisory Council to CIT’s MS. in Engineering and Technology Innovation Management (2005 – 2008)

Member, Masters in Product Development Planning Committee (2005 – 2007)

Member, CMU University Education Council (2000 – 2007)

Member, UEC ad hoc Gen Ed committee (2003-2004)

Member, CMU Faculty Appointments (Non-Tenured) Committee (2001 – 2003)

Research Description

Peter Boatwright's research interests include product development processes and marketing of new products, consumer response models, analysis of promotional activities, Bayesian econometrics, and consumer response to assortment. Using eye-tracking experiments, he has studied the search and choice decision process of a customer at a shelf. He has developed and implemented tools and techniques for product innovation and has a patent pending on a research method for a product’s visual design. He has studied the effect of packaging and product shape on buying habits. A proponent of interdisciplinary research, he collaborates with colleagues at the Carnegie Institute of Technology, the School of Design, and the Department of Statistics to develop new education programs and research findings about customers and their decisions. His scholarly research has been published in leading research journals including Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Decision Analysis, and Quantitative Marketing and Economics

Consulting

April. 2017     Penske Trucking

Advised on strategic directions for innovation and use of technology and information technology.

 

Oct. 2016     Menard

Instructed and advised managers regarding segmentation and pricing.

 

Summer 2016     Welspun

Guided research on new product innovation to extend textile industry, translating research into product specifications.

 

March 2015    Jarden Corporation

Led executive training sessions and discussion on innovation process and potential ways to augment their own processes.

 

Dec. 2013     Penske Trucking

Advised on strategic directions for innovation and use of technology and information technology.

 

2011-2012    Paylink Services, LLC

Advised on development of survival model applied to their contract business.

 

Summer 2011     MSA, Pittsburgh, PA

Guided research on emotions sought by target market related to gas leak detection equipment for oil/gas industry in shale deposits, translating research into product specifications.

 

Summer 2011     GlaxoSmithKline, Pittsburgh, PA

Guided research on emotions sought by target market related to smoking cessation, translating research into specifications for their Nicorette/Nicoderm product portfolio.

 

Spring 2011     Philips-Respironics, Pittsburgh, PA

Guided product development research process for early stage of product revisions.

 

Summer 2010     GlaxoSmithKline, Pittsburgh, PA

Guided research on emotions sought by target market related to weight loss, translating research into specifications for their weight loss product portfolio.

 

Summer 2010     Medrad, Pittsburgh, PA

Gave seminar on new product development.

 

Spring 2009     MSA, Pittsburgh, PA

Conducted company-wide corporate training sessions. 

 

Spring 2009     MSA, Pittsburgh, PA

Guided another product group to develop a product portfolio strategy.  

 

Summer 2008     MSA, Pittsburgh, PA

Guided a product group to develop a product portfolio strategy.  

 

Summer 2008     International Truck, Ft. Wayne, IN

Conducted market research to assess interest in and to develop layout of and features in the interior of a new vehicle.  

 

Summer 2007     Bayer Materials, Pittsburgh, PA

Led a new product development team through the fuzzy front end stages of product development on an internal training project.  

 

Fall 2006     Bayer Materials, Pittsburgh, PA

Taught New Product Development seminar as kickoff to Bayer’s Innovation University, an internal training program. 

 

Fall 2006     Dormont Manufacturing, Export, PA

Led a new product development team through the fuzzy front end stages of product development on an internal project.  

 

Summer 2006     Dormont Manufacturing, Export, PA

Taught New Product Development seminar to CEO, COO, and new product team.  

 

Summer 2006     Apple Computer

Per agreement with Apple, unable to specify role.

 

Spring 2006     International Truck, Naperville, IL  

Led a team through the “fuzzy front end” of a new product project, a project that is continuing to progress internally as of summer 2007.

 

Summer 2005     International Truck, Naperville, IL  

Conducted market research to develop layout of and features in the interior of a 2008 vehicle.  Separately, worked with International to revisit and revise their brand identity for their parent company brand (International Truck and Engine).  

 

February 2005    Respironics, Murrysville, PA

Taught a one day seminar on integrated product development

 

Summer 2004    International Truck, Ft. Wayne, IN  

Conducted a strategy session that examined their brand and product innovation.  

 

1994-1996    Kraft Foods, Glenview, IL 

Utilized A. C. Nielsen scanner data to improve product pricing and promotion modeling techniques and model formulation.

 

1995    Motorola, Schaumberg, IL

Analyzed delay times of cellular phone systems.

 

Summer 1993    WestGroup, Phoenix, AZ

Increased accuracy of the database marketing research of WestGroup through updating their analysis procedures.

 

January 1993    Exxon Chemical Company, Linden, NJ

Reduced costs of the process of testing for quality of engine oil additives by systematizing use of database of former test results.

 

Dec. 1992    Automotive Directions, Madison, WI

Analyzed a consumer preference survey on automobile dealerships.

 

Nov 1992    University of Wisconsin, Dept. of Wildlife & Ecology, Madison, WI

Formulated a mathematical model for determining pregnancy status of elk through analysis of manure samples.

 

Summer 1992    Bureau of Labor Statistics, Washington, D. C.

Researched the impact of economic and political factors upon survey response rates.

 

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