Dr. Noah Lim

Biography

Noah Lim is a Provost's Chair Professor at the National University of Singapore (NUS) Business School, where he serves as the Director of the NUS Global Asia Institute. He previously held the John P. Morgridge Distinguished Chair in Business at the University of Wisconsin-Madison. Noah earned his PhD from the Wharton School of the University of Pennsylvania and graduated with first-class honors in Economics from NUS. His research focuses on behavioral economics, utilizing theories from economics, statistics, and psychology to analyze decision-making among customers, managers, and salespeople. He is recognized for his scholarly work in designing incentive contracts for sales professionals and has expertise in pricing strategies and business models, contributing to numerous companies across Asia. Noah oversees the Behavioral Change research program at NUS and is involved in the NUS Initiative to Improve Health in Asia, managing a $17 million fund for health economics research projects. He has published extensively in leading academic journals and has been honored as a Marketing Science Institute Young Scholar. His teaching accolades include awards from the Wharton and Wisconsin institutions, and he is a Fellow of the University of Wisconsin-Madison Teaching Academy. Outside of academia, Noah enjoys playing the piano and holds Licentiate diplomas in piano performance from the Royal Schools of Music and the Guildhall School of Music & Drama.

Research Interests

Experience