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William Putsis

Professor of Marketing


McColl 4523, CB 3490 Chapel Hill, NC 27599-3490


William Putsis focuses on the empirical application of game theoretic models of competition, competitive strategy, the marketing of private-label products, new product diffusion and product line strategy, international marketing, advertising and communications research, and sports marketing.

He is the author of “The Carrot and the Stick: Leveraging Strategic Control for Growth” (University of Toronto Press, 2020) and “Compete Smarter, Not Harder – A Process for Prioritization through Strategic Thinking” (John Wiley & Sons, November 2013).

His numerous scholarly articles have been published in top journals, and he serves on the editorial board of Marketing Science, Journal of Marketing, International Journal of Research in MarketingReview of Marketing Science and International Journal of Marketing Education.

Dr. Putsis has taught in executive non-degree programs for The Boeing Company, Barclays Bank, Royal Bank of Scotland, ABN AMRO, Amcor, British Airways, Baker Hughes International, the U.S. Navy, Matsushita and KONE.

His consulting clients include The Boeing Company, BASF, Sony Ericsson, Heinz, Dale Earnhardt Incorporated (DEI), Baker Hughes International, McCann-Erickson, Eastman Kodak, DHL Worldwide, Amcor, BBC World Service, Barclays Bank, ABN AMRO, Special Olympics International and British-American Tobacco.

He earned his PhD and MS from Cornell University and his BA from the State University of New York at Binghamton.