Noah Lim

Noah Lim holds the Provost's Chair Professorship at the NUS Business School. Prior to joining NUS last year, he was the John P Morgridge Distinguished Chair in Business at the University of Wisconsin-Madison. Noah received his PhD from the Wharton School of the University of Pennsylvania, and is a world-renowned expert in pricing strategy, revenue models and sales incentives. He has taught Pricing for over 10 years, and has won teaching awards at Wharton, Houston and Wisconsin. He has consulted for many companies in the US and Asia. He is also the Director of the NUS Global Asia Institute, where he leads research on Behavioural Change in the business, health and sustainability domains.