Noah Lim is the Director of the National University of Singapore (NUS) Global Asia Institute, Head of the Department of Marketing, and Provost's Chair Professor at NUS Business School. Previously, he held the John P. Morgridge Distinguished Chair in Business and was a Professor of Marketing at the University of Wisconsin-Madison.

He received his PhD from the Wharton School of the University of Pennsylvania and earned his bachelor’s degree from NUS, graduating with first-class honours in economics.

Noah is a behavioural economist whose research applies theories and methods from economics, statistics, and psychology to understand how customers, managers, and salespeople make decisions. In the field of marketing, he is renowned for his scholarly work on designing incentive contracts for salespeople. He is also an expert on pricing strategy and business models, having taught and consulted for numerous companies in the US and Asia on these subjects.

At the NUS Global Asia Institute, Noah leads the research programme on Behavioural Change, which uses quantitative social science methods to explore how people can make better decisions in the domains of health and sustainability. He also oversees the NUS Initiative to Improve Health in Asia (NIHA), a $17m programme that funds cutting-edge research projects in health economics and public health and trains senior policymakers in the Asia-Pacific region through its signature Leadership Development Program and NIHA Forum.

His research has been published in leading journals such as the Journal of Marketing Research (JMR), Management Science, and Marketing Science. He was named a 2009 Marketing Science Institute Young Scholar and was a Finalist for the 2011 William O'Dell Award, which recognises the JMR article with the most significant long-term contribution to the field of marketing. He also serves on the editorial boards of top business journals, including Management Science (Associate Editor), Production & Operations Management (Senior Editor), Marketing Science, Journal of Marketing Research, and Journal of Marketing.

He recently completed a term on the Academic Council of the American Marketing Association.

Noah's teaching excellence has been widely recognised. Over the past decade, he has taught courses in pricing strategy, selling and sales negotiations, marketing management, and marketing models, earning teaching awards at Wharton, Houston, and Wisconsin. He was also a Fellow of the University of Wisconsin-Madison Teaching Academy.

In his spare time, 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.