Christine Moorman: Professor of Business Administration, Duke Fuqua School of Business & Founder, The CMO Survey

My NativeAdVantage:


Christine Moorman is the T. Austin Finch, Sr. Professor of Business Administration at the Fuqua School of Business, Duke University where she is a member of the marketing faculty. Professor Moorman’s expertise is in the nature and effects of learning and knowledge utilization by consumers, managers, organizations, and financial markets. She has studied these effects in the context of innovation, marketing alliances and networks, and public policy. Professor Moorman’s research has been published in marketing and management journals including Harvard Business Review, Journal of Marketing Research, Journal of Consumer Research, Marketing Science, Journal of Marketing, Journal of Public Policy & Marketing, International Journal of Research in Marketing, Academy of Management Review, and Administrative Science Quarterly. She is an Associate Editor for both the Journal of Marketing Research and the Journal of Marketing. Her research has been supported by over a dozen grants from the Marketing Science Institute, the Institute for the Study of Business Markets, and the National Science Foundation.

Professor Moorman is the founder and managing director of The CMO Survey. She blogs about insights gained through survey findings and Professor Moorman is author of the book, Strategy from the Outside In: Profiting from Customer Value (with George S. Day), which was awarded the 2011 Berry Book prize for the best book in the field of marketing, and editor of Assessing Marketing Strategy Performance (with Don Lehmann). Professor Moorman has served as an Academic Trustee for the Marketing Science Institute, a member of the Board of Directors of the American Marketing Association, Chair of the Marketing Strategy Special Interest Group for the AMA, and Director of Public Policy for the Association for Consumer Research. She was named a 2017 Fellow of the American Marketing Association, won the 2012 Paul D. Converse Award for career contributions to marketing, the 2008 Mahajan Award for Career Contributions to Marketing Strategy from the AMA, and the 2008 Distinguished Marketing Educator for the Academy of Marketing Science. At Duke, Professor Moorman was awarded the 2006 Bank of America award, the highest honor a Fuqua faculty can receive from professor peers. Professor Moorman has served as area chair, Chair of Dean’s Search Committee, and on the University’s Academic Priorities Committee at Duke University.

What do you do best?

Connect. This association skill allows me transfer knowledge across domains. This helps with research because I am able to move theories and findings from one area to another. It also helps with teaching and thinking about marketing practice because I am often able to see the knowledge that needs to be transferred to a company to take innovative marketing actions. Finally, it shows up in empathy which helps me understand and connect with the people around me.

What makes you the best?

I never think of myself in those terms. I think about showing up and giving my all to whatever I have committed to do. What more can we do?

What are your aspirations?

To make the world a smarter and kinder place

To help companies improve their customer focus

To own a farm house in the mountains

To play better volleyball 

Biggest Success?

Getting through a Ph.D. program with a newborn and marrying the love of my life, the one and only Edward C. Holub. Being named a Fellow of the American Marketing Association in 2017 and launching and managing The CMO Survey for the last nine years!

Most Challenging Moment?

When my father left my mother with seven kids when I was 11 years old; I had to grow up fast!


Can I have two, please?

“What is your plan to do with your one wild and precious life?” Mary Oliver, The Summer Day, 1992

“It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat.” Theodore Roosevelt, Citizen in a Republic, 1910

Favorite People/Role Models?

My partner, Ed and three kids, Samara, William, and Grant.

My best friend, Amy Ruberg

My six siblings

My advisor Jerry Zaltman

Favorite Places/Destinations?

A field of flowers and herbs on a sunny fall day



Christmas morning at my in-laws in Cincinnati with the family all around

In a yoga studio

Favorite Products/Objects?

My bicycle

Current Passions?

Expanding my research portfolio to take on even bigger problems that can impact the world in a positive way

Leading and learning from my students

Growing anything—people, institutions, programs, plants!

Pent up passion for painting which I hope to return to soon