In Memoriam: Paul E. Green

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Paul E. Green, Emeritus Professor of Marketing at the Wharton School, passed away peacefully on Friday, September 21, 2012.

As the S.S. Kresge Professor of Marketing, Paul was not only one of the most distinguished and influential marketing scholars of our time, but also a wonderful colleague who provided perspective and balance at all times.   One of the major architects of modern marketing science and practice, he was known as the founder of conjoint analysis.   The marketing discipline’s familiarity with the utilization of Bayesian statistics, multidimensional scaling, clustering, and analysis of qualitative data are due in part to the pioneering work of Paul Green.

The most prolific of marketing scholars with 16 books and over 200 articles, Paul’s influence on the marketing discipline ranges far beyond his ground breaking inspired writings.  As a creative researcher, he stimulated the design and implementation of numerous innovative studies for the solution of real-world problems.  Paul was known as one of the most thorough and constructive reviewers of top academic publications in the field.  He helped mold a new generation of marketing researchers whose influence on marketing education, research, and the practical implementation of marketing concepts and tools will help shape the future of the marketing discipline for many years to come.

Paul received all of the major marketing awards, including the Parlin Award for Advancement of Science in Marketing, the AMA/Irwin Marketing Educator of the Year Award, The Outstanding Marketing Educator Award, and the Lifetime Achievement in Marketing Research Award.  He was also selected as one of the nine Legends of Marketing and Sage Publications will be publishing six volumes of his writings.

In 1996 the Journal of Marketing Research established the Paul E. Green Award for the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research.

Above all, Paul was a role model to many in the marketing discipline in terms of his values, dedication and focus on research.  He was one of the preeminent marketing scholars in the field for over four decades and was an inspirational colleague and teacher.

Paul is survived by his three children, Patty, Carol and Kenny, five grandchildren and five great-grandchildren.

Paul was a long time member of the University of Pennsylvania and Wharton family, having received an A.B. in Mathematics and Economics, and an A.M. and PhD, in Statistics.  Prior to joining the Marketing Department faculty in 1961, Paul held multiple positions in industry as a statistician and research analyst.

Upon Paul’s retirement in 2002 the Marketing Department at the Wharton School of the University of Pennsylvania established the Paul E. Green Doctoral Fund in Marketing in honor of the contributions he made to the discipline, department and school.  We intend to continue Paul’s legacy by increasing the endowment in memory of the innovative research and professional collaboration that Paul brought to the Wharton Marketing Department and the Marketing field in general.  Future use of this fund will include an annual Paul E. Green event that brings leading academics and practitioners together in honor of the pioneering work that Paul contributed over the span of his career.

Contributions in Paul’s memory may be sent to Alison Matejczyk at the Wharton School, University of Pennsylvania, 344 Vance Hall, 3733 Spruce Street, Philadelphia, PA 19104.   Please make checks payable to the Trustees of the University of Pennsylvania with “Green Fund” written in the memo field.

Please join us for a celebration of the life of Paul E. Green to be held on Tuesday, December 11, 2012 at 4:30 pm. , 8th Floor, Jon M. Huntsman Hall.   Your RSVP is requested.

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