Senior Lecturer (recalled)
Marketing
World renowned thought leader on strategic innovation, digital disruption and organizational transformation, and customer loyalty architectures
About
Although formally educated as a marketer and psychometrician, Peter Wilton today works at the intersection of strategy, innovation/digital transformation, and customer experience, to help organizations sustain their relevance and leadership in ever evolving markets. Based upon empirical evidence, first-hand industry experience, and extensive advising to a diverse mix of private sector, public sector, and non-profit organizations globally, Wilton has developed a portfolio of unique frameworks, tools and methodologies for designing and implementing:
- Integrated innovation strategies that allow managers to better understand and articulate the strategic role innovation can play in sustaining the organization’s resilience, link innovation investments to tangible business performance outcomes, and integrate many disparate innovation tools and methodologies into a cohesive innovation capability architecture:
- Strategies for responding to, or leading, market disruption and the reframing of customer value in all industries, including the use of digital platforms to lead organizational transformation and to identify and capture the emerging value migration opportunities offered by the fourth industrial revolution.
- Strategies for delivering differentiated customer value and experience that results in enduring customer franchise, and hence profitability, growth, and reputation for the organization. This opportunity goes beyond popular NPS metrics to help managers better understand the true role and value of customer loyalty in business and financial performance, and more importantly, to help managers identify opportunities for improving customer loyalty in ways that pioneer new forms of value previously unrecognized by other providers.
Wilton brings a unique mix of academic and business insight to business strategy, having served as a Senior Product Manager for Colgate, a leading global consumer products company, as well as Chief Operating Officer for Myer Pacific Holdings, a proactive private investment firm managing a mix of existing and new business enterprises. He is a Principal of ORBIS Associates, a private consulting firm serving a diverse portfolio of clients globally, and is a member of Blackbird, a venture capital firm.
Wilton has been the recipient of numerous awards and fellowships for his work in management, including several from the prestigious National Science Foundation, as well as the Marketing Science Institute. In the U.S., he has been recognized by Business Week magazine as one of the country’s leading business instructors, and has been acknowledged in the “Who’s Who” Registry of Leading American Executives.
Expertise and Research Interests
- Strategic Innovation
- Digital Disruption & Organizational Transformation
- Customer Value/Customer Loyalty Strategy
- Product Management Strategy
- Global Strategy & International Management
- Competitive Strategy for High-Technology Organizations
- Competitive Strategy for Financial Service Organizations
- Emerging Business Models and Opportunities in Health Care
- “Technology Diffusion Through Effective Public Policy Communication,” R&D Enterprise 1, no. 4 (July/August 1998).
- “Building Customer Franchise: A Paradigm for Customer Partnering,” Monash Mt. Eliza Business Review 1, no. 2 (July 1998).
- “Consumer Satisfaction as a Process,” with David K. Tse and Franco Nicosia. Journal of Psychology & Marketing 7, no. 3 (Fall 1990): 177-192.
- “An Alternative Approach to Combining Economic Forecasts: Empirical Results,” with Sunil Gupta. Journal of Business & Economic Statistics (June 1988).
- “Models of Consumer Satisfaction: An Extension,” with David K. Tse. Journal of Marketing Research (May 1988): 204-212.
- “Emerging Paradigms for the Study of Consumer Satisfaction” (with Franco M. Nicosia), European Research, 14, 1 (January 1986).
- “Understanding Food Store Preferences Among the Elderly Using Hybrid Conjoint Measurement Models”, (with Duangtip Tantiwong), Journal of Retailing, 61, 4, (Winter 1985).
- “A Model of Consumer Response to Communication and Product Experiences” (with David K.Tse), in A. Woodside and L. Percy (eds.), Advertising and Consumer Psychology, Lexington Books, 1982, Ch. 17.
- “Forecasting the Ultimate Acceptance of an Innovation: The Effects of Information”, with Edgar A. Pessemier , Journal of Consumer Research, 8 (September 1981), 162-171.
- “Combination of Forecasts: An Extension,” with Sunil Gupta. Management Science 33, no. 3 (March 1987): 356-372.
- “Task, Expectancy and Information Assessment Effects in Information Utilization Processes.”Journal of Consumer Research 12 (March 1986).
At Haas since 1992
1992 – present, Senior Lecturer (Continuing) of Marketing, Haas School of Business
Faculty Member in the Executive Education Programs of the University of Chicago, University of Michigan, Pennsylvania State University, and the Australian Graduate School of Management.
2014 – 2017, Director: “Musica Viva”, leading Australian non-profit performing arts organization
2007 – 2011, Principal Investigator and Advisor: “Building a World-Class Entrepreneurial ICT Cluster” for the “National Secretariat for Science, Technology & Innovation”, Panama, and “Panamanian Chamber of Information Technology, Innovation, & Telecommunications”, Panama
2008- 2016, Member & Advisor, “Austrade Capability Building Services Panel”, Australian Trade Commission
2012 – 2013, Principal Investigator and Advisor: “Review of the Global Supply Chain Program of the Defence Materiel Organisation”, Department of Defence, Commonwealth of Australia
2000 – 2001, Visiting Professor, Stanford University
1991 – 1993, Director: “Australian-American Chamber of Commerce,” San Francisco
1991, Sir Donald Hibberd Lecturer, Graduate School of Management, University of Melbourne, Australia
1990, Senior Associate, Graduate School of Management, University of Melbourne, Australia
1979 – 1987, Assistant Professor, Business Administration, UC Berkeley
1985 – 1986, Visiting Associate Professor of Marketing, Fuqua School of Business, Duke University
1985, Secretary, “American Association of Public Opinion Researchers,” Pacific Chapter, (PAAPOR), San Francisco
1982 – 1985, Vice-President, Education: “American Marketing Association,” San Francisco professional chapter
1982, Visiting Fellow, School of Social and Industrial Administration, Griffith University, Nathan, Queensland, Australia
1979, Visiting Assistant Professor of Management, Purdue University
- Member: “Technology Governance and Innovation Panel”, the Australian Institute of Company Directors
- Faculty Director: development programs for The Kuwait Foundation for the Advancement of Sciences, The Japan Productivity Center, The National Training Institute of Oman, The Banking Institute of the Republic of China, the Federation of Malaysian Manufacturers, The American-Hellenic Chamber of Commerce (Greece), The Asian Institute of Technology (Thailand), The Turkish-American Association, The University of Barcelona.
- Reviewer, Prentice-Hall, Inc.; R.D. Irwin, Inc.
- CEO, ORBIS Associates
- Research Product Evaluator, National Science Foundation
- Reviewer: Journal of Marketing, Management Science, International Journal of Forecasting,Journal of Marketing Research, California Management Review, Association for Consumer Research
- Recognized: “Leading Business Instructor”, Business Week Magazine
- Listed: “Who’s Who of Leading American Executives”
- Listed: “Who’s Who of Outstanding American Professionals”
- Best Paper Award, Finance & Treasury Association, 2001
- Excellence for Outstanding Instructional Intervention, International Society for Performance Improvement, 2000
- Australian Overseas Fellowship in Management, 1975-1979
- Albert Haring Doctoral Consortium Fellow, Indiana University, 1979
- Market Research Society of Australia Prize, 1974
- Beta Gamma Sigma (U.S. National Honor Society for business students)
- Principal Investigator: “Strategic Explanation of New Venture Performance Through Acquisition”, Marketing Science Institute, 1986
- Principal Investigator: “Research for the Effective Use of Scientific and Technical Information in Federal Decision-Making”, National Science Foundation, September, 1984
- Principal Investigator: “Organizing Scientific and Technical Information for Effective Policy-Making”, National Science Foundation, May 1984
- Principal Investigator: “Research for the Effective Utilization of Technology Assessment Information”, National Science Foundation, November 1981 – September 1985
MBA 264: “Marketing Strategy for High Technology Organizations”
MBA 296: “Marketing in a World of Digital Disruption”