Noah Lim is the Director of the NUS Global Asia Institute and Provost's Chair Professor at NUS Business School.  Prior to joining NUS, he was the John P. Morgridge Distinguished Chair in Business and Professor of Marketing at the University of Wisconsin-Madison.

He received his PhD from the Wharton ....

Noah Lim is the Director of the NUS Global Asia Institute and Provost's Chair Professor at NUS Business School.  Prior to joining NUS, he was the John P. Morgridge Distinguished Chair in Business and Professor of Marketing at the University of Wisconsin-Madison.

He received his PhD from the Wharton School of the University of Pennsylvania. He earned his bachelor’s degree at NUS, where he graduated with first-class honors in economics.

Noah is a behavioral economist whose research applies theories and methods from economics, statistics and psychology to gain insights on how customers, managers and salespeople make decisions.  In the field of marketing, he is renowned for his scholarly work on designing incentive contracts for salespeople. He is also an expert on pricing strategy and business models, and has taught and consulted for many companies in the US and Asia on this subject.

At the NUS Global Asia Institute, Noah leads the research program on Behavioral Change, which examines how to best motivate people to adopt healthy and environmentally-friendly habits. He also oversees the NUS Initiative to Improve Health in Asia (NIHA).

His research has been published in the Journal of Marketing Research (JMR), Management Science and Marketing Science. He was named a 2009 Marketing Science Institute Young Scholar and was a Finalist for the 2011 William O'Dell Award, which honors the JMR article with the most significant and long-term contribution to the field of marketing.  He serves on the editorial boards of top business journals such as Management Science (Associate Editor), Production & Operations Management (Senior Editor), Marketing Science, Journal of Marketing Research and Journal of Marketing. He recently completed a term on the Academic Council of the American Marketing Association.

Noah’s teaching excellence has been widely recognized. He has taught pricing strategy, selling and sales negotiations, marketing management and marketing models for the past decade, and has won teaching awards at Wharton, Houston and Wisconsin. He was a Fellow of the University of Wisconsin-Madison Teaching Academy.

He enjoys playing the piano and holds Licentiate diplomas in piano performance from the Royal Schools of Music and Guildhall Hall School of Music & Drama.