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Professor David J. Reibstein

William S. Woodside Professor & 

Professor of Marketing

The Wharton School


David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at the Wharton School of the University of Pennsylvania, where he is a world-renowned expert on competitive marketing strategy and linking marketing investments to financial value.

The focus of Prof. Reibstein’s current research is return on nation branding. In partnership with U.S. News & World Report and WPP’s BAV Consulting, he released the inaugural Best Countries survey at the 2016 World Economic Forum in Davos, Switzerland. The Best Countries survey ranked 60 top nations based on the perceptions of 16,000+ global participants. Germany was ranked No. 1 overall, ahead of Canada, the U.K., and the United States. The second edition of the Best Countries survey will be released at the World Economic Forum in January 2017.

Prof. Reibstein is the author of many books and articles. He has taught at Harvard and INSEAD, and he has consulted with hundreds of companies in dozens of industries. He was featured in Fortune magazine as one of the nation’s eight “Favorite Business School Professors” and has received teaching awards at the Wharton School every year he has taught since joining the school. 

Prof. Reibstein currently has his own radio show, Measured Thoughts, on Wharton Business Radio, Sirius XM Radio Channel 111, where he offers unique, executive-level insights into the efforts required to measure the effectiveness of marketing initiatives. 

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