Author: E. Scott Lathrop
Professor Lathrop’s research interests include adaptive decision making processes, decision behavior in complex choice tasks, and the behavioral consequences of brand equity. He is also interested in the role of innovation and new product development in companies. Lathrop also collaborates on selected strategic consulting projects with WMS Consulting, a consulting firm headquartered in Syracuse, N.Y. He holds a masters, MBA and Ph.D. in marketing from Cornell University.