Ron Wilcox

Ronald T. Wilcox

NewMarket Corporation Professor of Business Administration


FOB 236

Academic Area

Areas of Expertise

Marketing Financial Services, Branding, Marketing for Nonprofits, Public Policy and Marketing

Education: A.B., Xavier University; M.S., Ph.D., Washington University

Ronald T. Wilcox, NewMarket Corporation Professor of Business Administration teaches the required Marketing course in the MBA and Executive MBA programs as well as the elective "Pricing." He also teaches in numerous Executive Education programs.

His research, focused on the marketing of financial services and its interface with public policy, has appeared in leading marketing and finance journals, such as the Journal of Marketing Research,Management ScienceMarketing Science and the Journal of Business. His research and writing have also appeared in The Wall Street JournalThe Washington PostBusinessWeekFortuneForbes and The Weekly Standard. He is a frequent contributor to Forbes. He is the author of the book Whatever Happened to Thrift? Why Americans Don't Save and What to Do About It, published by Yale University Press.

Wilcox joined the Darden faculty in 2001. He was formerly an assistant professor at the Carnegie Mellon Graduate School of Industrial Administration and an economist for the U.S. Securities and Exchange Commission.


Selected Publications

Ronald T. Wilcox. "Spending Won't Save the Economy," Forbes, February 17, 2009.

Ronald T. Wilcox. "The Smart Money: She Saves He Spends," in The State of Our Unions: The Report of the National Marriage Project, W.B. Wilcox (Editor), University of Virginia Press, 2009.

Ronald T. Wilcox. "The Thrifty Gene," Forbes, March 24, 2009.

Ronald T. Wilcox. "Private Enterprise's Role in Increasing Savings," in Franklin's Thrift: The Lost History of an American Virtue, David Blankenhorn, Barbara Dafoe-Whitehead, and Sorcha Brophy-Warren (Editors), Templeton Press, May 2009.


Selected Books

Venkatesan, Rajkumar, Paul Farris, and Ron Wilcox.  Cutting Edge Marketing Analytics: Real World Cases and Datasets for Hands-On Learning,  Pearson/FT press, July (2014).

Wilcox, Ronald T.   Whatever Happened to Thrift?: Why Americans Don't Save and What to Do About It. Yale University Press, 2009.


Case Studies

Advancing knowledge through research that shapes business, Darden professors are recognized thought leaders in their fields. They are not only master case method teachers, they also author many of the cases used in Darden classrooms and around the world.

Ronald T. Wilcox's cases are available in the Darden Business Publishing website.