Wisconsin School of Business

Noah Lim

Professor - Marketing
John P. Morgridge Distinguished Chair in Business

Noah Lim is the John P. Morgridge Distinguished Chair in Business and Professor of Marketing at the Wisconsin School of Business, University of Wisconsin-Madison. He received his PhD from the Wharton School, University of Pennsylvania in 2005. His research utilizes behavioral and experimental economics to examine how companies should best price their products and manage their sales force. He has published in the Journal of Marketing Research, Management Science and Marketing Science. He was named a 2009 MSI Young Scholar and his research was Finalist for the 2011 William O'Dell Award. He has received teaching awards at the Wharton School, the Bauer College of Business and UW-Madison. He serves on the editorial boards of Management Science (Associate Editor, Behavioral Economics and Marketing Departments), Journal of Marketing Research, Marketing Science, Customer Needs & Solutions (Associate Editor) and Production & Operations Management (Senior Editor).

Selected Accepted Journal Articles

Chen, H. & Lim, N. (2016). How Does Team Composition Affect Effort in Contests?. Journal of Marketing Research

Selected Published Journal Articles

Lim, N. & Chen, H. (2014). When Do Group Incentives for Salespeople Work?. Journal of Marketing Research (51), 320-334.
Lim, N. & Ham, S. (2014). Relationship Organization and Price Delegation: An Experimental Study. Management Science (60), 586-605.
Chen, H. & Lim, N. (2013). Should Managers Use Team-Based Contests?. Management Science (59), 2823-2836.
Golfarb, A. & Ho, T. & Amaldoss, W. & Brown, A. & Chen, Y. & Galasso, T. & Hossain, T. & Hsu, M. & Lim, N. & Xiao, M. & Yang, B. (2012). Behavioral models of managerial decision-making. Marketing Letters (23), 405-421. doi: 10.1007/s11002-012-9183-4.
Chen, H. & Ham, S. & Lim, N. (2011). Designing Asymmetric Multi-person Tournaments: An Experimental Study. Management Science (57), 864-883. doi: 10.1287/mnsc.1110.1325.
Ho, T. & Lim, N. & Cui, T. (2010). Reference Dependence in Multi-Location Newsvendor Models. Management Science (56), 1891-1910. doi: 10.1287/mnsc.1100.1225.
Lim, N. (2010). Social Loss Aversion and Optimal Contest Design. Journal of Marketing Research (47), 777-787. doi: 10.1509/jmkr.47.4.777.
Lim, N. & Ahearne, M. & Ham, S. (2009). Designing Sales Contests: Does the Prize Structure Matter?. Journal of Marketing Research (46), 356-371. doi: 10.1509/jmkr.46.3.356.
Lim, N. & Ho, T. (2007). Designing Price Contracts for Boundedly Rational Customers: Does the Number of Blocks Matter?. Marketing Science (26), 312-326. doi: 10.1287/mksc.1070.0271.
Ho, T. & Lim, N. & Camerer, C. (2006). How Psychological Should Marketing Models Be?. Journal of Marketing Research (43), 341-344. doi: 10.1509/jmkr.43.3.341.
Ho, T. & Lim, N. & Camerer, C. (2006). Modeling the Psychology of Consumers and Firms using Behavioral Economics. Journal of Marketing Research (43), 307-331. doi: 10.1509/jmkr.43.3.307.

Professional Organizations

American Marketing Association, Academic Council

Editorial and Reviewing Activities

Journal of Marketing Research - Since July 2016
Editorial Board Member

Journal of Marketing Behavior - Since June 2015
Editorial Board Member

Production & Operations Management (Senior Editor) - Since April 2015
Senior Editor

Management Science (Associate Editor) - Since July 2014
Associate Editor

Marketing Science - Since April 2014
Editorial Board Member

Customer Needs and Solutions - Since January 2014
Associate Editor

Photograph of Noah Lim

Noah Lim

Professor | Marketing
John P. Morgridge Distinguished Chair in Business
(608) 263-4623
4182 Grainger Hall