Robert J Thomas


Professor of Marketing


MSB Faculty
General profile



+1 202-687-3868




489 Hariri Building


Robert J. Thomas teaches courses in Strategic Market Segmentation, New Product Development, and Strategic Marketing Communications. He has over 50 publications in the areas of business-to-business marketing, organizational buying behavior, and new product development. His book, New Product Development: Managing and Forecasting for Strategic Success, was a featured selection of the Fortune Book Club and his book New Product Success Stories: Lessons from Leading Innovators has been published in several languages.

Thomas is on the editorial board of the Journal of Product Innovation Management and is an active member in numerous academic associations. He also is a Distinguished Research Fellow at the Institute for the Study of Business Markets. He has designed and taught executive education seminars in the United States and several countries and has consulted with more than 50 organizations in a wide variety of industries and cultures, including both consumer and business-to-business products and services. He has provided expert testimony on demand for new technologies for the Federal Communications Commission, the U.S. Postal Rate Commission, and the International Trade Commission.


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  • Business and Applied Economics (1980) Wharton at University of Pennsylvania, Marketing
  • Master of Science (1980) University of Pennsylvania, Economics