Professor Capon
Please find information and resources for Professor Capon.
If you would like to view Professor Capon's Blog please click here.
About Professor Capon
Wessex Press was formed by Professor Noel Capon for the express purpose of reducing the high price of college textbooks. Professor Capon is one of the world's leading marketing educators and the global leader in key/strategic and global account management.
Specifically, Noel Capon is the R.C. Kopf Professor of International Marketing and former Chair of the Marketing Division at Columbia Business School in New York.
Prior to joining the Columbia faculty in 1979, Professor Capon was on the faculties of the UCLA Graduate School of Management and Harvard Business School. He has also served as a Visiting Professor at INSEAD (Fontainebleau France), the Hong Kong University of Science and Technology, and the China Europe International Business School (CEIBS) (Shanghai). He also holds the position of Distinguished Visiting Professor at Manchester Business School (Great Britain).
Professor Capon's early training was in chemistry; he holds B.Sc. and Ph.D. degrees from University College, London University. He also holds advanced degrees in business administration from Manchester (Dip. BA), Harvard (MBA), and Columbia Business Schools (Ph.D.). His publications have appeared in many refereed journals and managerial outlets. He has also written several research and managerial books on marketing, sales, and account management.
Professor Capon is a highly experienced executive educator. He has designed and directed numerous educational programs in marketing and account management for Columbia Business School, other educational institutions, and business organizations globally. At Columbia, he is Director of the Managing Strategic Accounts and Global Account Manager Certification programs. He also teaches on Columbia's Executive MBA program and its partner programs with the University of California, Berkeley (Berkeley/Columbia EMBA) and London Business School (EMBA Global).
Managing Strategic Customers
In recent years, strategic/key account management has become a crucial issue for many companies. Driven by some form of 80/20 rule - 80% of current or potential revenues come from 20% of customers - many firms have come to realize that these customers must be treated somewhat differently from the average customer. Of course, it is one thing to recognize that these accounts should be treated differently, it is quite another to figure out exactly what to do. Many companies are struggling to deal with these questions on a national or regional basis. Increasingly, however, the many forces for globalization are leading companies to address these and even more complex questions on a global basis, the field of managing global accounts.
The purpose of the account management material on this site is to act as a resource for those companies and individuals interested in strategic/key account management at national, regional, and global levels. Managing strategic/key accounts is a complex and difficult business. We wish you luck in this task and hope that these materials will be helpful to you.
Capon, N., and Senn, C., "Global Customer Management Programs: How to Make Them Really Work," California Management Review, 52 (Winter 2010), pp. 32-55.
Capon, N, Potter, D., and Schindler, F., Managing Global Accounts - Chapter 1, (2nd Edition), Bronxville, NY: Wessex, 2008.
Capon, N., Key Account Management and Planning - Chapter 1, New York: Free Press, 2001.
Mathias, P.F. and Capon, N., "Is Your Business Strategy Shaping Your Strategic Account Program," Velocity, Strategic Account Management Association, 6 (1st Quarter 2004), pp. 58-62.
Mathias, P.F. and Capon, N., "Managing Strategic Customer Relationships as Assets: Developing Customer Relationship Capital," Velocity, Strategic Account Management Association, 5 (1st Quarter 2003), pp. 45-49.
Case Studies
Consulting
Professor Capon has conducted executive seminars for educational institutions and business organizations globally. In addition to Columbia Business School, he has taught account management programs at the China European International Business School (CEIBS) in Shanghai, the Indian School of Business in Hyderabad, and the Carlson School, University of Minnesota.
Among companies that have sought Professor Capon’s advice and counsel on key/strategic or global account management issues are Cisco, Corning, EDC(Canada), EMC, Elanco, Fidelity Investments, Maersk, Monsanto, Supervalu, Tyco, and Wipro.
Executive Education Programs at Columbia Business School, New York
"Managing Strategic Accounts"
Strategic accounts are a company's most valuable asset. The ways in which they are identified, nurtured and cultivated can mean the difference between a successful organization and one that is vainly trying to survive.
This two-day program focuses on how companies should concentrate on their most strategically important accounts. Participants will learn key managerial techniques and approaches that top organizations use to manage and develop these accounts. At the conclusion of this intensive course, participants will have a true understanding of the opportunities available via strategic accounts, and the ability to manage and cultivate a strategic accounts program that uses those opportunities to full advantage.
http://www4.gsb.columbia.edu/execed/programs/detail/10432/Managing+Strategic+Accounts
"Global Account Manager Certification Program"
Columbia Business School joins with Europe’s oldest business school at St. Gallen University, Switzerland, in offering this four-week certification program designed to address an increasingly critical organizational need – the development of global account managers. Spread over several months, participants meet alternately at St Gallen University and Columbia Business School.
Leading global firms view customers as assets and invest in developing those who manage them. The GCP transforms high-potential account managers into true global business leaders, equipping them with the tools to drive growth, profitability and competitive differentiation with key customers.
The GCP's world-class faculty and cutting edge curriculum is unprecedented and unparalleled. The collaborative learning model utilizes C-level executives from leading global firms and innovative subject experts who, together, represent a variety of business approaches offered in compelling, interactive sessions. The emphasis is on practical application of key concepts, focusing on participants specific work challenges en route to mastering the increasingly complex role of the global customer manager.
Participants will return to their firms better able to: Bring solutions that enable customers to grow, differentiate and compete; influence customers' business strategies while also securing mutual profitable growth; and manage the trade off between short-term revenue results and long-term investments in value creation.
http://www4.gsb.columbia.edu/execed/programs/detail/101199/Global+Account+Manager+Certification+Program
Professor Capon’s Teaching Feedback
What participants say about Professor Capon and recent executive programs in Managing Strategic Accounts at Columbia Business School:
- "Very relevant
- presented in understandable way"
- "World class course"
- "Well structured, instructive content, interactive, good senior, interactive group of students"
- "Well organized, good content, friendly organizers"
- "Dr. Capon is fantastic excellent job relating to the class, listening & advising and inserting humor"
- "I thought the course was fantastic; it was the perfect combination of strategic vision & ideas plus practical tools."
- "Noel's knowledge and anecdotes with actual experiences made it more applicable."
- "Strong presentation by professor. Very applicable theory!"
- "A brilliant course I would recommend this to anyone working in the arena."
- "Noel is great, thanks!"
- "Mix of activities and ability to learn from colleagues is fabulous."
- "Perfect combination of lecture and teamwork"
- "Great program."
- "Well worth the time out of the field. I'll be much more productive as I apply this to my accounts."
- "Noel is a fantastic educator. Great listener, good examples, very enjoyable."
- "Structured program with simple but powerful and practical appraoch to account management. Program well delivered by Noel, focused agenda & effective."
- "The comprehensive coverage and interaction with global participants made the learning experience very effective. There are so many exercises and principals that can be immediately applied to my organization."
- "Excellent student interaction! Instructive content!"
- "Very well organized, I particularly enjoyed the mix of peer workshops, academic knowledge, and practical application."
- "Excellent themes can be applied across industries and unique companies."
- "Excellent program"
- "Greatly enjoyed the mix of theory and practical approach of the program."
Chief Sales Executive Forum
In 2000, on behalf of Columbia Business School and with the support of Dean Feldberg, Professor Capon and Gary Tubridy, Senior Vice President, The Alexander Group (and Columbia Business School alumnus), founded the Chief Sales Executive Forum. At Columbia Business School, for many years, Professor Capon has researched and taught sales and account management issues; The Alexander Group is the U.S.'s leading consulting organization dealing exclusively with sales force management problems. Capon and Tubridy founded the Chief Sales Executive Forum for Columbia Business School and The Alexander Group. Supported by Columbia Business School Executive Education, the Chief Sales Executive Forum is a venue for sales leaders to learn and discuss topics of mutual interest. (Columbia Business School withdrew support in 2011.)
Each year, the Chief Sales Executive Forum focuses on a specific theme; this theme guides the selection of speakers and frames the participant conversations that are central to the learning process. Many senior sales leaders place the Chief Sales Executive Forum on their calendars every year.
The Chief Sales Executive Forum takes place annually in late October or early November. In spring and early summer, more intimate Regional Forums are held in Chicago, New York, and San Francisco.
The Chief Sales Executive Forum has spawned research on effective sales force management practices. In 2011, Capon and Tubridy will publish their first book, the results of a multi-year study of successful sales leaders -- Sales Eats First.
Corporations supporting the Chief Sales Executive Forum include American Express, Avon, Becton Dickinson, Boston Scientific, Capital One, Cisco, Federal Express, Fujitsu, GE, Honeywell, HP. IBM, Intuit, Kaiser Permanente, Kraft, Kodak, Mastercard, Motorola, Microsoft, Novell, Olympus, Oracle, Pearson, SAP, Siemens, Sony, Standard Register, Thomson Reuters, UPS, U.S. Cellular,Wells Fargo, Xerox, and Yahoo!
Testimonials to the value of the Chief Sales Executive Forum include:
"Year after year, the Chief Sales Executive Forum continues to deliver practical insights to drive revenue growth, useful information on customer engagement strategies, and high-level interaction with leading sales and marketing executives. This combination makes the Forum the must-attend event. Mike MacDonald - President, Global Accounts & Marketing Operations, Xerox Corporation
"We have been attending the Chief Sales Executive Forum for several years and firmly believe it continues to be an excellent program offering top-notch content, informational panel discussions, and ample opportunities to network with other senior Sales and Marketing professionals. We always look forward to this event each year." Kevin Madden, Vice President of Global Sales, Honeywell Building Solutions
"The Chief Sales Executive Forum was a perfect combination of thought-provoking presentations and brainstorming roundtables, world-class speakers, and superb opportunities for networking with fellow sales and marketing executives. It was time well spent!" Hedy White - Vice President, Global Solutions Leadership, IBM Corporation
For information on this year's Chief Sales Executive Forum
Chief Sales Executive Forum and Chief Sales Executive Workshop attachments below:
Professor Capon’s Published Articles
Click the title of the article to download a .pdf file. Articles are in reverse chronological order.
Capon, N. and Senn, C., "Global Customer Management Programs: How to Make Them Really Work," 52 (Winter 2010), pp. 32-55.
Mathias, P.F. and Capon, N., “Is Your Business Strategy Shaping Your Strategic Account Program,” Velocity, Strategic Account Management Association, 6 (1st Quarter 2004), 58-62.
Capon, N., and Kuhn, D. "What's So Good About Problem-Based Learning?" Cognition and Instruction, 22 (1) (2004), 61-79.
Mathias, P.F. and Capon, N., “Managing Strategic Customer Relationships as Assets: Developing Customer Relationship Capital,” Velocity, Strategic Account Management Association, 5 (1st Quarter 2003), 45-49.
Capon, N, Berthon, P., Hulbert, J. and Pitt, L. "Brand Custodianship: A New Primer for Senior Managers," European Management Journal, 19 (June 2001), 213 227. (Published as lead article.)
Capon, N., Fitzimmons, G. and Prince, R., "An Individual Level Analysis of the Mutual Fund Investment Decision," Journal of Financial Services Research, 10 (1996), 59-82; Three Star Quality Rating from Anbar Electronic Intelligence.
Lei, D., Capon, N., Farley, J.U. and Hulbert, J.H., "Corporate Diversification, Strategic Planning and Performance in Large Multiproduct Firms," Journal of Strategic Marketing, 2 (1994), 85-111.
Capon, N., and Palij, P, "Strategic Forecasting and Marketing Strategy," International Journal of Forecasting, 10 (1994), 339-352.
Capon N., Fitzsimons G. and Weingartner, R., "Affluent Investors and the Mutual Fund Purchase Decision," International Journal of Bank Marketing (1994), 17-25.
Capon, N., Farley, J.U., and Hulbert, J., "Strategic Planning and Financial Performance: More Evidence," Journal of Management Studies 31 (January 1994), 105-110.
Capon, N., Farley, J.U., Lehmann, D.R., and Hulbert, J., "Profiles of Product Innovators Among Large U.S. Manufacturers," Management Science, 38 (February 1992), 157-169. (Published as lead article.)
Capon, N., Farley, J.U., Hulbert, J. and Lei, D., "In Search of Excellence Ten Years Later: Strategy and Organization Do Matter," Management Decision, 29 (4) (1991), 12-21.
Capon, N., Farley, J.U., and Hoenig, S., "Determinants of Financial Performance: A Meta-Analysis," Management Science: Special Issue on Strategy, 36 (October 1990), 1143-1159. (Published as lead article.)
Capon, N., and Cooper-Martin, E., "Public and Non-Profit Marketing: A Review and Directions for Future Research," Review of Marketing (1988-1989), Valarie Zeithaml (ed.) (1990), 481-536.
Capon, N., and Steckel, J.H., "Investing in the Stock Market: Statistical Pooling of Individual Preference Judgements," Annals of Operations Research, 23 (1990), 181-200.
Capon, N., Farley, J.U., Hulbert, J., and Martin, L.E., "Corporate Diversity and Economic Performance: The Impact of Market Specialization," Strategic Management Journal, 9 (January/February 1988), 61-74.
Capon, N., and Prince R., "Relationship Banking," Lending for the Commercial Banker, 1 (Summer 1987), 47-57.
Capon, N., and Glazer, R., "Marketing and Technology: A Strategic Co-Alignment," Journal of Marketing, 51 (July 1987), 1-14. Previously circulated as Marketing Science Institute working paper, (1986)
Capon, N., Christodolou, C., Farley, J.U., and Hulbert, J., "A Comparative Analysis of the Strategy and Structure of United States and Australian Corporations: An Evolutionary Perspective," Journal of International Business Studies, 18 (Spring 1987), 51-74.
Capon, N., and Hulbert J., "The Integration of Forecasting and Strategic Planning," International Journal of Forecasting, 1 (Fall 1985), 123-133.
Capon, N., and Davis, R., "Basic Cognitive Ability Measures as Predictors of Consumer Information Processing Strategies," Journal of Consumer Research, 11 (June 1984), 551-563.
Capon, N., Christodolou, C., Farley, J.U., and Hulbert, J., "A Comparison of Corporate Planning Practise in American and Australian Manufacturing Companies," Journal of International Business Studies, 15 (Fall 1984), 41-54.
Capon, N., and Lutz, R.J., "The Marketing of Consumer Information," Journal of Marketing, 47 (Summer 1983), 108-112.
Capon, N., and Mauser, G., "Non-Profit Marketing: Reviews and Commentary," Journal of Marketing, 46 (Summer 1982), 125-129.
Capon, Noel "Giving Consumer of Credit Needed Tools," The New York Times, July 25, 1983
Capon, N., "Institutional Change in Delivery of Dental Services: A Marketing Perspective," American Journal of Public Health, 72 (July 1982), 679-683. Reprinted in The Dunning Memorial Symposium, American Public Health Symposium: Washington, D.C., 1982.
Capon, N., and Kuhn, D., "Can Consumers Calculate Best Buys?" Journal of Consumer Research, 8 (March 1982), 449-453.
Capon, N.,"Credit Scoring Systems: A Critical Analysis," Journal of Marketing, 46 (Spring 1982), 82-91.
Capon, N., Kuhn, D., and Gurucharri, M., "Consumer Information Processing Strategies in Middle and Late Adulthood," Journal of Applied Developmental Psychology, 2 (Spring 1981), 1-12.
Capon, N., "Marketing Strategy Differences Between State and Privately Owned Corporations: An Exploratory Analysis," Journal of Marketing, 45 (Spring 1981), 11-18.
Capon, N., and Kuhn, D., A Developmental Study of Consumer Information Processing Strategies," Journal of Consumer Research, 7 (December 1980), 225-233.
Capon, N., and Burke, M., "Individual, Product Class and Task-Related Factors in Consumer Information Processing," Journal of Consumer Research, 7 (December 1980), 314-326.
Capon, N., Hulbert, J., and Farley, J.U., "International Diffusion of Corporate and Strategic Planning Practices," Columbia Journal of World Business, 15 (Fall 1980), 5-13.
Capon, N., and Kuhn, D., "Logical Reasoning in the Supermarket: Adult Females' Use of a Proportional Reasoning Strategy in an Everyday Context," Developmental Psychology, 15 (July 1979), 450-452.
Capon, Noel "Sorry, No Credit," The New York Times, February 21, 1979
Capon, N., and Lutz, R.J., "A Model and Methodology for the Development of Consumer Information Programs," Journal of Marketing, 43 (January 1979), 58-67.
Capon, N., "Rebuttal to Response to 'Discrimination in Screening of Credit Applicants'," Harvard Business Review, 56 (September-October 1978), 184-186.
Capon, N., "Discrimination in Screening of Credit Applicants," Harvard Business Review, 56 (May-June 1978), 8, 12, 172. Reprinted in Congressional Record, 96th Congress, First Session, 125 (February 9, 1979), S1479. (Syndicated by the Associated Press and Reprinted in numerous newspapers nation-wide).
Capon, Noel "Credit Ratings and Rights," The Washington Post, December 17, 1977
Capon, N., and Farley, J.U., "The Impact of Message on Direct Mail Response," Journal of Advertising Research, 16 (October 1976), 69-75.
Bettman, J.R., Capon, N., and Lutz, R.J., "Information Processing in Attitude Formation and Change," Communication Research, 2 (Fall 1975), 267-278.
Capon, N., and Hulbert, J., "Decision Systems Analysis in Industrial Marketing," Industrial Marketing Management, 4 (Summer 1975), 143-160.
Bettman, J.R., Capon, N., and Lutz, R.J., "Cognitive Algebra in Multiattribute Attitude Models," Journal of Marketing Research, 12 (May 1975), 151-164.
Capon, N., "Persuasive Effects of Sales Messages Developed from Interaction Process Analysis," Journal of Applied Psychology, 60 (April 1975), 238-244.
Bettman, J.R., Capon, N., and Lutz, R.J., "Multiattribute Measurement Models and Multiattribute Attitude Theory: A Test of Construct Validity," Journal of Consumer Research, 1 (March 1975), 1-15. (Published as lead article with commentaries).
Capon, N., Farley, J.U., and Hulbert, J., "Pricing and Forecasting in an Oligopoly Firm," Journal of Management Studies, 12 (1975), 133-156.
Capon, N., and Hulbert J., "The Sleeper Effect: An Awakening," Public Opinion Quarterly, 37 (Fall 1973), 333-358.
Capon, N., Holbrook, M.B., and Hulbert, J., "Industrial Purchasing Behavior: Some Final Comments," Journal of Business Administration, 4 (Fall 1972), 83.
Capon, N., Holbrook, M.B., and Hulbert, J., "Industrial Purchasing Behavior: A Reappraisal," Journal of Business Administration, 4 (Fall 1972), 69-77.
Hulbert, J., and Capon, N., "Interpersonal Communication in Marketing: An Overview," Journal of Marketing Research, 9 (February 1972), 27-34. Reprinted in Readings in Interpersonal and Organizational Communication, Huseman, R.C., Logue, C.M. and Freshly, D. (eds.), Boston: Holbrook, 1973, 40-65. Partially reprinted in Consumer Behavior: A Life Style Approach, Berkman, H.W., and Gilson, C.C., Encino, Cal.: Dickenson, 1978, 386-397.
Capon, N., and Lawrence, J.K., "How Practicable is the Electric Car?" New Scientist, 40 (November 12, 1968), 426-428.
Capon, N., Ross, R.A., and MacColl, A., "Mechanism of the Pyrolysis of 3-Bromopentane," Transactions of the Faraday Society, 62 (May 1967), 1152-1154.
Supplementary Material
Please check this page periodically for additional material