Noah

LIM, Noah

Head of Department, Marketing
Director, Global Asia Institute
Provost's Chair
Professor


MARKETING

Bio

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 ....

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Educational Qualifications

  • PhD, Marketing, The Wharton School, University of Pennsylvania, 2005
  • M.S., Marketing, The Wharton School, University of Pennsylvania, 2003
  • B.Soc.Sci.(Hons.), First-Class Honors, Economics, NUS, 1999
  • B.A., Economics and Political Science, NUS, 1998

Academic Experience

  • Head, Department of Marketing, National University of Singapore, 2020 - current
  • Provost's Chair and Professor of Marketing, NUS Business School, National University of Singapore, 2018 - current
  • Director, NUS Global Asia Institute, 2017 - current
  • John P. Morgridge Distinguished Chair in Business and Professor of Marketing, Wisconsin School of Business, University of Wisconsin-Madison, 2016 - 2018
  • Associate Professor of Marketing, Wisconsin School of Business, University of Wisconsin-Madison, 2011 - 2016
  • Assistant Professor of Marketing, Wisconsin School of Business, University of Wisconsin-Madison, 2010 - 2011
  • Assistant Professor of Marketing, Bauer College of Business, University of Houston, 2005 - 2010

Selected Publications

Chung, Kevin, Keehyung Kim and Lim, Noah (2019), "Social Structures and Reputation in Expert Review Systems", Management Science, (forthcoming)
Li Jia, Lim, Noah and Hua Chen (2019), "Examining Salesperson Effort Allocation in Teams: A Randomized Field Experiment", Marketing Science, (forthcoming)
Kim Keehyung, Kevin Chung and Lim, Noah (2019), "Third Party Reviews and Quality Provision", Management Science, 65(6), 2695-2716
Chen Hua and Lim, Noah (2017), "How Does Team Composition Affect Effort in Contests? A Theoretical and Experimental Analysis", Journal of Marketing Research, 54(1), 44-60
Lim, Noah and Chen Hua (2014), "When Do Group Incentives for Salespeople Work?", Journal of Marketing Research, 51(3), 320-334

Research Impact

Selected Publications

14

Journals

Journal Articles

Chung, Kevin, Keehyung Kim and Lim, Noah (2019), "Social Structures and Reputation in Expert Review Systems", Management Science, (forthcoming)
Li Jia, Lim, Noah and Hua Chen (2019), "Examining Salesperson Effort Allocation in Teams: A Randomized Field Experiment", Marketing Science, (forthcoming)
Kim Keehyung, Kevin Chung and Lim, Noah (2019), "Third Party Reviews and Quality Provision", Management Science, 65(6), 2695-2716
Chen Hua and Lim, Noah (2017), "How Does Team Composition Affect Effort in Contests? A Theoretical and Experimental Analysis", Journal of Marketing Research, 54(1), 44-60
Lim, Noah and Chen Hua (2014), "When Do Group Incentives for Salespeople Work?", Journal of Marketing Research, 51(3), 320-334
Lim, Noah and Sung Ham (2014), "Relationship Organization and Price Delegation: An Experimental Study", Management Science, 60(3), 586-605
Chen Hua and Lim, Noah (2013), "Should Managers Use Team-Based Contests?", Management Science, 59(12), 2823-2836
Chen Hua, Sung Ham and Lim, Noah (2011), "Designing Asymmetric Multi-person Tournaments: An Experimental Study", Management Science, 57(5), 864-883
Ho, Teck Hua, Lim, Noah and Tony Cui (2010), "Reference-Dependence in Multi-Location Newsvendor Models: A Structural Analysis", Management Science, 56(11), 1891-1910
Lim, Noah (2010), "Social Loss Aversion and Optimal Contest Design", Journal of Marketing Research, 47(4), 777-787
Lim, Noah , Michael Ahearne and Sung Ham (2009), "Designing Sales Contests: Does the Prize Structure Matter?", Journal of Marketing Research, 46(3), 356-371
Lim, Noah and Ho, Teck Hua (2007), "Designing Price Contracts for Boundedly Rational Customers: Does the Number of Blocks Matter?", Marketing Science, 26(3), 312-326
Ho, Teck Hua, Lim, Noah and Colin Camerer (2006), "How Psychological Should Marketing Models Be?", Journal of Marketing Research, 43(3), 341-344
Ho, Teck Hua, Lim, Noah and Colin Camerer (2006), "Modeling the Psychology of Consumers and Firms Using Behavioral Economics", Journal of Marketing Research, 43(3), 307-331, [Lead & discussion article. Finalist for the 2011 William F. O’Dell Award]

Research / Teaching Areas

Incentive Contracts

Pricing Strategy

Business Models

Behavioral Economics

Field Experiments

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