Dr. Joel Huber

Biography

Joel Huber is the Alan D. Schwartz Professor Emeritus at Duke University's Fuqua School of Business, where he has been a significant figure since joining in 1979. He earned his undergraduate degree from Princeton and holds both an MBA and Ph.D. from the Wharton School of the University of Pennsylvania. Beyond his tenure at Fuqua, Professor Huber has taught at several prominent business schools including the University of Pennsylvania, Columbia University, and Purdue University. He served as Associate Dean for the Daytime program at Fuqua from 1995 to 1999 and was an Editor of the Journal of Marketing Research from 2006 to 2009. His research primarily focuses on predicting and understanding market choice, particularly through choice-based conjoint analysis which helps in measuring consumer preference. Huber has collaborated with Sawtooth Software to innovate assessment methods for valuations that allow companies to gauge the potential market impact of new product offerings. He has also received multiple grants from the Environmental Protection Agency aiming to measure the value of cleaner environmental resources. In 1982, he co-authored an influential article in the Journal of Consumer Research that won the Sheth Foundation award for long-term contributions to consumer research. He retired in 2021.

Research Interests