The Ideas Challenge, launched in 2011, aimed to “spark a new generation of fresh ideas, and a new wave of ventures, sourced across the whole community of marketing scholars and thinkers.”
Across 64 submissions, two prominent features emerged: (1) submissions promoted collaboration among academic and business thinkers in the conception, design, and dissemination of research, and/or (2) submissions addressed marketing problems that are too complex – and too expensive to study – to be readily solved by independent researchers working alone or in small teams. Together, these two features spoke to the need for borderless pooling of resources and talent to achieve the critical mass required to properly study and understand complex marketing phenomena.
Accordingly, the overall winner of the Ideas Challenge is an overarching “big idea”: to direct some of the resources of MSI to help the marketing field to work collaboratively and leverage technology platforms to solve consequential marketing problems. It seeks to bring to life what Richard Lutz has described as “Marketing Scholarship 2.0” in his July 2011 Journal of Marketing article.
Eight of the 64 submissions captured important facets of the idea of Marketing Scholarship 2.0, and MSI will award the authors of each of these submissions $10,000, to be used to further develop their ideas. These are:
In addition to these eight submissions, MSI seeks new proposals in the spirit of Marketing Scholarship 2.0. Proposals for pilot or demonstration programs to create new, worldwide collaborative networks are especially encouraged.