Glen Urban

Glen Urban is the IDE Founder Emeritus; David Austin Professor in Management, Emeritus; Professor of Marketing, Emeritus; Dean Emeritus; and Chair of the MIT Center for Digital Business at the MIT Sloan School of Management.

Urban concentrates on the fascinating area of trust-based marketing on the Internet. In particular, he explores how trust is built on a website, how site design can maximize sales and trust, and how a trust-based marketing system could provide an alternative to the “push” type of marketing commonly observed. His current research focuses on customer advocacy. Urban’s new Theory A aligns the firm as a representative of customers’ needs and leads to transparency, unbiased advice, trusted advisors, and best products. His recent research concentrates on morphing a website to fit individual cognitive and cultural style.

Urban holds a BS in mechanical engineering and an MBA from the University of Wisconsin as well as a PhD in marketing from Northwestern University.