Peter Boatwright

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Peter Boatwright is an Associate Professor of Marketing at the Tepper School of Business at Carnegie Mellon University. He is co-author of The Design of Things to Come: How Ordinary People Create Extraordinary Products (co-authored with Jonathan Cagan and Craig M. Vogel) and Built to Love – Creating Products that Captivate Customers (co-authored with Jonathan Cagan), September 2010. Boatwright has an M. S. in Statistics from University of Wisconsin, and both his MBA and Ph.D are from University of Chicago’s Booth School of Business. Boatwright’s scholarly articles are published in leading research journals in the fields of marketing, statistics, and management. He consults with a variety of companies, from Fortune 100 to entrepreneurial start-ups, on product strategy, innovation and brand strategy. Professor Boatwright has developed new statistical methods and additional theories of consumer behavior, spanning qualitative and quantitative methodologies. His expertise and teaching focus is on new product marketing, consumer marketing, and marketing research methods. His formal approaches to opportunity identification and problem solving have been integrated into a diverse range of companies including International Truck/Navistar, Apple, P&G, Dormont Manufacturing, Bayer MaterialScience, Respironics, Nissan, MSA, Whirlpool, Lubrizol, Kennametal, Alcoa, RedZone Robotics, DesignAdvance Systems, New Balance, Industrial Scientific, and Giant Eagle.[1]


  • Built to Love: Creating Products that Captivate Customers Co-authored with Jonathan Cagan Berrett-Koehler Publishers, September 2010 Reviews
  • The Design of Things to Come: How Ordinary People Create Extraordinary Products Co-authored with Craig M. Vogel and Jonathan Cagan Wharton School Publishing/Pearson Education, 2005, 231 pages. Excerpts. Review.

Selected journal articles[edit]

  • Boatwright, Peter, Sharad Borle, and Joseph B. Kadane, “Common Value/Private Value Categories in Online Auctions: A Distinction without a Difference, ” Decision Analysis, Vol. 7, No. 1, March 2010, pp. 86–98. Abstract
  • Boatwright, Peter, Seth Orsborn, and Jonathan Cagan, “Quantifying Aesthetic Form Preference in a Utility Function”, accepted for publication at Journal of Mechanical Design.
  • Boatwright, Peter, Jonathan Cagan, Dee Kapur, and Al Saltiel (2009) “A Step by Step Process to Build Valued Brands”, Journal of Product and Brand Management, 18, 1, 38-49.
  • Orsborn, Seth, Peter Boatwright and Jonathan Cagan (2008) “Identifying Product Shape Relationships Using Principal Component Analysis” Research in Engineering Design, 18, 4 (Jan), 163-180. Abstract
  • Orsborn, Seth, Jonathan Cagan, and Peter Boatwright (2008) “A Methodology For Creating A Statistically Derived Shape Grammar Composed Of Non-Obvious Shape Chunk”, Research in Engineering Design, 18, 4 (Jan), 181-196. Abstract
  • Lu, Jiang, Joseph B. Kadane, and Peter Boatwright (2008) “The Dirt on Bikes: An Illustration of CART Models for Brand Differentiation”, Journal of Product and Brand Management, 17, 5, 317-326. Abstract
  • Boatwright, Peter, Ajay Kalra, and Wei Zhang (2008) “Research Note: Should Consumers Use The Halo To Form Product Evaluations? ” Management Science, 54, 1 (Jan), 217-223.
  • Boatwright, Peter, Sharad Borle, and Kirthi Kalyanam (2007), “Deconstructing Each Item’s Category Contribution, ” Marketing Science, 26, 3 (May–June), 1-15. Abstract
  • Kadane, Joseph B., Galit Shmueli, Tom Minka, Sharad Borle, and Peter Boatwright (2006) “Conjugate Analysis of the Conway-Maxwell-Poisson Distribution”, Bayesian Analysis, 1, 2, 363-374.
  • Borle, Sharad, Peter Boatwright, Joseph Nunes, Joseph Kadane, and Galit Shmueli (2005) “Effect of Product Assortment Changes on Consumer Retention, ” Marketing Science, Vol 24, No. 4 (Fall), pp. 616–622. Abstract


  1. ^ "Peter Boatwright". Archived from the original on July 8, 2011. Retrieved 2011-08-06. 

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