Co-Founder & Co-Director, Integrated Innovation Institute
Carnegie Bosch Professor of Marketing, Tepper School of Business
Office: GSIA 376
BioPeter Boatwright is the Carnegie Bosch Professor of Marketing at the Tepper School of Business at Carnegie Mellon University, Co-Founder and Co-Director of the Integrated Innovation Institute. He additionally has a courtesy faculty appointment in Mechanical Engineering. Professor Boatwright earned a BS in mathematics at Wheaton College, a MS in statistics from the University of Wisconsin, and a MBA and Ph.D. from the University of Chicago’s Booth School of Business. He joined the Tepper School faculty in 1997.
His 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.
Through his institute leadership, executive education, applied research, and consulting, Professor Boatwright trains elite innovators, focusing on innovation process and on converting early market insights into captivating products. He has coauthored two books on product innovation: The Design of Things to Come: How Ordinary People Create Extraordinary Products and Built to Love: Creating Products that Captivate Customers. In addition to leading executive training sessions and practice-based courses at Carnegie Mellon, Boatwright co-teaches an annual course on new product innovation and has co-run other product strategy courses, resulting in multiple patents for corporate sponsors.