Greg Carpenter

Gregory Carpenter is a prominent scholar focused on how firms create competitive advantage through marketing strategy. His award-winning research culminated in his recent book, Resurgence: The Four Stages of Market-Focused Reinvention (Palgrave Macmillan, 2014), which explores how companies can enhance customer focus to regain competitive advantage and achieve renewed success. He also co-edited the Handbook of Marketing Strategy (Edward Elgar, 2012).