About the Dean

Bill Boulding

William Boulding is the Dean and J.B. Fuqua Professor of Business Administration at Duke's Fuqua School of Business. His previous roles at Fuqua include Deputy Dean, Senior Associate Dean for Programs, Associate Dean for the Daytime MBA program, Area Coordinator for the Marketing faculty, Co-Director of the Teradata Center for Customer Relationship Management, and the executive education Academic Program Director for both the Marketing Leadership Forum and the Advanced Management Program.

He received his BA in Economics from Swarthmore College and his Ph.D. in Marketing from the Wharton School, University of Pennsylvania. His research interests lie at the intersection of management, marketing and strategy. Of particular interest to Dr. Boulding is evaluating how managers make decisions and how consumers respond to those decisions. He publishes his research in marketing and management journals including Marketing Science, Management Science, Journal of Marketing, the Journal of Consumer Research, the Harvard Business Review, and the Journal of Marketing Research.

He won the 1998 William F. O'Dell Award for the Journal of Marketing Research article that made a "significant long-run contribution to the marketing discipline," and the 2006 Harold H. Maynard Award for the Journal of Marketing article that made a "significant contribution to marketing theory and thought." Dr. Boulding has served on the editorial boards of the Journal of Marketing Research, the Journal of Consumer Research, and the Journal of Service Research. He is a past Associate Editor for the Journal of Consumer Research, and a past Area Editor for Marketing Science

Dr. Boulding's teaching interests span the areas of management, marketing and strategy. He has taught core courses in all three areas, including Leadership, Ethics and Organizations; Marketing Management; Foundations of Strategy; and Culture, Civilization and Leadership. He is a past recipient of The Outstanding Teacher Award from Fuqua and has been cited for teaching excellence in various editions of the Businessweek Guide to the Best Business Schools spanning a period of two decades. He is also a recipient of the Bank of America Faculty Award "for excellence in teaching, research, leadership, and service." With respect to industry contact, he has engaged in sponsored research, consulting, or executive development with a number of companies such as IBM, AT&T, Bank of America, Sears, Eli Lilly, Blue Cross/Blue Shield, Ford Motor Company, Lafarge, U.S. Postal Service, Stride Rite, BellSouth, Wolseley, Hanes, Harnischfeger, Bethlehem Steel, Thomson Newspapers, Siemens and Citibank.