William Boulding is Professor of Business Administration and Associate Dean of the Daytime MBA program at the Fuqua School of Business, Duke University. He is the former Area Coordinator for the Marketing faculty at Fuqua, a past Co-Director of the Teradata Center for Customer Relationship Management, and served as the Academic Program Director for both the Marketing Leadership Forum and the Advanced Management Program in executive education at the Fuqua School.

He received his BA in Economics from Swarthmore College and his Ph.D. in Marketing from the Wharton School, University of Pennsylvania. His general research interest lies in the area of competitive strategy. Of particular interest to Dr. Boulding is evaluating how managers make decisions and how consumers respond to those decisions. He publishes his research in marketing and management journals including Marketing Science, Management Science, Journal of Marketing, the Journal of Consumer Research, the Harvard Business Review, and the Journal of Marketing Research. He won the 1998 William F. O’Dell Award for the Journal of Marketing Research article making a "significant long-run contribution to the marketing discipline," and the 2006 Harold H. Maynard Award for the Journal of Marketing article making a “significant contribution to marketing theory and thought." Dr. Boulding has served on the editorial boards of the Journal of Marketing Research, the Journal of Consumer Research, and the Journal of Service Research. He is a past Associate Editor for the Journal of Consumer Research, and a past Area Editor for Marketing Science. He is now a member of the “Emeritus Editorial Board" for Marketing Science and is on the CMO Council 2007 Academic Liaison Board.

Dr. Boulding's teaching interest focuses on understanding the company-customer "value interface," i.e., the interface of value creation for customers and value creation for firms. He is a past recipient of The Outstanding Teacher award from the Fuqua School, and has been cited for teaching excellence in various editions of the book Business Week Guide to the Best Business Schools spanning a period of two decades, including the most recent edition (2003) and a "four-star" rating in the 1995 edition. He is also the 1997 recipient of the Bank of America Faculty Award "for excellence in teaching, research, leadership and service." With respect to industry contact, he has engaged in sponsored research, consulting, or executive development with a number of companies. These companies include IBM, AT&T, Bank of America, Sears, Leo Burnett, Northern Telecom, Eli Lilly, Blue Cross/Blue Shield, Ford Motor Company, ITT, Digital Equipment, Lafarge, U.S. Postal Service, Stride Rite, BellSouth, Wolseley, Hanes, Harnischfeger, Bethlehem Steel, Thomson Newspapers, Siemens, Citibank, and Southwestern Bell.