Noah Lim - Wisconsin School of Business - University of Wisconsin ...

Noah Lim
Marketing Department Tel: 608.263.4623
Wisconsin School of Business Fax: 608.265.5031
University of Wisconsin-Madison Email:nlim@bus.wisc.edu
975 University Avenue
Madison, WI 53706
Education
The Wharton School, University of Pennsylvania
Ph.D. in Marketing, 2005
M.S. in Marketing, 2003
National University of Singapore
B.Soc.Sci.(Hons.) in Economics, First-Class Honors, 1999
B.A. in Economics and Political Science, 1998
Academic Positions
Wisconsin School of Business, University of Wisconsin-Madison
Associate Professor of Marketing (with tenure), 2011-present
Assistant Professor of Marketing, 2010-2011
C T Bauer College of Business, University of Houston
Assistant Professor of Marketing, 2005-2010
Academic and Research Awards
Finalist, William F. O’Dell Award, 2011
Marketing Science Institute Young Scholar, 2009
Bauer Faculty Fellowship, 2008-2010
Jerome Robinson Faculty Fellowship, 2006-2008
Melcher Faculty Award for Excellence in Research, 2007
Wharton School Doctoral Fellowship, 2000-2005
Monetary Authority of Singapore Book Prize, 1999
Sakura Bank Scholarship, 1998
Singapore Economic Review Book Prize, 1998
Wee Kheng Chiang Memorial Scholarship, 1998
NTUC Income Book Prize, 1997
Special Book Prize in Political Science, 1997
Wee Mon Cheng Bronze Medal, 1997
Dean’s List, 1995-1998
Research Interests
Behavioral Economics, Experimental Economics, Sales Management, Pricing, Channels
Research Grants
University of Wisconsin-Madison Graduate School Research Grant, 2011
Institute for the Study of Business Markets (ISBM) Grant No.0608, 2006

Research Publications (+denotes equal authorship)
+Chen, Hua, Sung H. Ham and Noah Lim (2011), “Designing Asymmetric Multi-Person
Tournaments: An Experimental Study,” Management Science, 57 (5), 864-883.
+Ho, Teck H., Noah Lim and Tony H. 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 J. Ahearne and Sung H. Ham (2009), “Designing Sales Contests:
Does the Prize Structure Matter?” Journal of Marketing Research, 46 (3), 356-371.
Amaldoss, Wilfred, Teck H. Ho, Aradhna Krishna, Kay-Yut Chen, Preyas Desai, Ganesh
Iyer, Sanjay Jain, Noah Lim, John Morgan, Ryan Oprea and Joydeep Srivastava (2008),
“Experiments of Strategic Choice and Markets,” Marketing Letters, 19 (3), 417-429.
Lim, Noah and Teck H. Ho (2007), “Designing Price Contracts for Boundedly Rational
Customers: Does the Number of Blocks Matter?” Marketing Science, 26 (3), 312-326.
Ho, Teck H., Noah Lim and Colin F. Camerer (2006), “How Psychological Should
Marketing Models Be?” Journal of Marketing Research, 43 (3), 341-344. [Rejoinder
article]
Ho, Teck H., Noah Lim and Colin F. Camerer (2006), “Modeling the Psychology of
Consumers and Firms Using Behavioral Economics,” Journal of Marketing Research, 43
(3), 307-331. [Lead and discussion article. Finalist, 2011 William F. O’Dell Award]
Research Papers
“Should Managers Use Team-Based Contests? An Experimental Study” (with Hua Chen
and Michael Ahearne)
“Designing Sales Incentives for the Multi-Task Salesperson: A Field Experimental
Study” (with Michael Ahearne, Carmen Liutec and Hua Chen)
“Relationship Organization and Price Delegation” (with Sung Ham)
Doctoral Dissertation Committees
C T Bauer College of Business, University of Houston
Sung H. Ham, 2009 – Member
Hua Chen, 2012 – Co-Chair
Teaching Interests
Marketing Management, Marketing Strategy, Pricing & Revenue Model Design, Sales
Management

Teaching Awards
Melcher Faculty Award for Excellence in Teaching, 2009
Penn Prize for Excellence in Teaching by Graduate Students, 2003
Teaching Experience
Wisconsin School of Business, University of Wisconsin-Madison
Marketing Management, Undergraduate Core, 2011
Duties include giving lectures in the undergraduate core marketing class of 500+
students and supervising 6 TAs across 18 discussion sections
Instructor Ratings (1-5, 5 best): 4.73
C T Bauer College of Business, University of Houston
Pricing Strategy, Undergraduate and MBA Elective, 2006-2010
Instructor Ratings (1-5, 5 best): 4.83 (Undergrad), 4.82 (MBA)
The Wharton School, University of Pennsylvania
Introduction to Marketing Strategy, Undergraduate Core (Recitations), 2002-2003
Instructor Ratings (0-4, 4 best): 3.91
Professional Service
Reviewer for:
Journal of Behavioral Decision Making
Journal of Marketing Research
Management Science
Manufacturing and Services Operations Management
Marketing Letters
Marketing Science
MIS Quarterly
Production and Operations Management
MSI Alden Clayton Dissertation Proposal Award
Social Sciences and Humanities Research Council of Canada
Meritorious Service Award, Management Science, 2009, 2011.
University, College and Departmental Service
Wisconsin School of Business, University of Wisconsin-Madison
Chair, Marketing Department Doctoral Committee, 2011-present
Member, School of Business PhD and Research Committee, 2011-present
Member, School of Business BBA Admissions Committee, 2011-present
C T Bauer College of Business, University of Houston
College Representative, Faculty Senate Assistant Professor Forum, 2010
Member, Bauer College Graduate Admissions Committee, 2007-2010
Member, Bauer College Scholarships Committee, 2007
Chair, Marketing Department Speaker Series Committee, 2007-2010
Member, Marketing Department PhD Admissions Committee, 2009-2010
Faculty Advisor, Marketing Department 27 th Annual Doctoral Symposium, 2009

Invited Talks
University of Western Ontario, Ivey School of Business, Fall 2010
Duke University, Fuqua School of Business, Fall 2010
Brigham Young University, Marriott School of Management, Spring 2010
University of Southern California, Marshall School of Business, Spring 2010
Johns Hopkins University, Carey Business School, Fall 2009
University of Wisconsin-Madison, Wisconsin School of Business, Fall 2009
Rice University, Jones School of Management, Fall 2008
Yale University, School of Management, Fall 2008
University of Texas-Dallas, Negotiations Center, Spring 2007
Conference Activities
Faculty Representative, Haring Symposium, Bloomington, IN 2011
“Modeling the Psychology of B2B Relationships” (Session Chair)
INFORMS Annual Meeting, Austin, TX 2010
“Are Group Incentives Effective? Evidence from the Lab and Field”
Eighth Triennial Invitational Choice Symposium, Key Largo, FL, 2010
“Social Loss Aversion and Optimal Contest Design”
INFORMS Annual Meeting, San Diego, CA, 2009
“Sales Management: A Behavioral and Experimental Economics Approach”
Marketing Science Institute Young Scholars Conference, Park City, UT, 2009
“Does the Proportion of Winners in Contests Matter?” (Session Chair)
Marketing Science Conference, Vancouver, BC, 2008
“Designing Sales Contests: Does the Prize Structure Matter?”
Seventh Triennial Invitational Choice Symposium, Philadelphia, PA, 2007
Marketing Science Conference, Singapore, 2007
“Does the Number of Blocks in Quantity Discounts Matter?”
Marketing Science Conference, Rotterdam, The Netherlands, 2004
“Price-Matching Competition with Store-Switching”
Marketing Science Conference, College Park, MD, 2003
Other Interests
Pianoforte: Awarded Licentiate Diplomas in Piano Performance from the Royal Schools
of Music (LRSM) 1995, Guildhall School of Music and Drama (LGSM) 1994, London
College of Music (LLCM) 1994 and Trinity College London (LTCL) 1993.