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Conference Summaries

Conference summaries, prepared for all MSI conferences, provide concise overviews of presentations, highlighting presenters’ conclusions and important takeaways.

Effective Marketing Spending
Inigo Gallo and Marijke Wouters, UCLA, 2010  [10-301]
Summarizes the proceedings of MSI's conference, "Effective Marketing Spending," held March 2-3, 2010, in Los Angeles, California.

New Art and Science of Branding
Inigo Gallo and Erika Paulson, 2010  [10-300]
Summarizes the proceedings of MSI's conference, "New Art and Science of Branding," held September 15-16, 2009, in San Francisco, California.

Customer Insights for Innovation
Paulina Celedon and Sarah J.S. Wilner, 2009  [09-302]
Summarizes the proceedings of MSI's conference, "Customer Insights for Innovation," held June 18-19, 2009, in Miami, Florida.

Mind the Gap: New Approaches to Understanding Customer Decision-Making
Inigo Gallo, UCLA, and Dante Pirouz, University of California, Irvine, 2009  [09-301]
Summarizes the proceedings of MSI's conference, "Mind the Gap: New Approaches to Understanding Customer Decision-Making," held February 10-12, 2009, in San Diego, California.

Mobile Marketing Symposium
Asen Nikolov, Northeastern University, and Kavita Shukla, Harvard Business School, 2009  [09-300]
Summarizes the proceedings of MSI's conference, "Mobile Marketing Symposium," held December 4-5, 2008, in Boston, Massachusetts.

Marketing Metrics for the Connected Organization
Prepared by Gautham Gopal Vadakkepatt and Jeff Meyer, 2008  [08-305]
Summarizes the proceedings of MSI’s conference, “Marketing Metrics for the Connected Organization,” co-sponsored by the Mays Business School, Texas A&M University, and held September 10-12, 2008, in Dallas, Texas.

Innovation and Co-Creation
Prepared by Gursel Ilipinar, Sarah Moore, and Jifeng Mu, 2008  [08-304]
Summarizes the proceedings of MSI's conference, "Innovation and Co-Creation," held June 16-18, 2008 in Seattle, Washington.

The New Media Landscape
Prepared by Silvia Bellezza and Valeria Corna, 2008  [08-303]
Summarizes the proceedings of MSI's conference, "The New Media Landscape," cosponsored by IESE Business School, University of Navarra, in Barcelona, May 8-9, 2008.

Leveraging Online Media and Online Marketing
Prepared by Seshadri Tirunillai, 2008  [08-302]
Summarizes the proceedings of MSI's conference, "Leveraging Online Media and Online Marketing" co-sponsored by the Sloan Center for Internet Retailing at the University of California, Riverside and the Yaffe Center at the University of Michigan, and held in Palm Springs, California, February 6-8, 2008.

Engaging Communities for the Company and the Brand
Rishtee Batra and Ben Lawrence, 2008  [08-301]
Summarizes the proceedings of the Marketing Science Institute’s conference on “Engaging Communities for the Company and the Brand” held December 6-7, 2007 in Boston, Massachusetts, co-sponsored by the Boston University School of Management, and co-chaired by Susan Fournier of the Boston University School of Management.

Design Meets Marketing: Service Innovation by Design
Gursel Ilipinar, Gaia Rubera, and Sarah J.S. Wilner, 2008  [08-300]
Summarizes the proceedings of the Marketing Science Institute’s conference on “Design Meets Marketing: Service Innovation by Design” held October 15-17, 2007 in Palo Alto, California, and co-chaired by Peter Lawrence of the Corporate Design Foundation.

Creating and Cultivating Brand Connections
Prepared by Christine M. Bennett and William Hedgcock, 2007  [07-303]
Summarizes the proceedings of MSI's conference on "Creating and Cultivating Brand Connections" held June 6-8, 2007, in Minneapolis, Minnesota, co-sponsored by the Institute for Research in Marketing, Carlson School of Management, University of Minnesota, and co-chaired by Rohini Ahluwalia and Akshay Rao, University of Minnesota.

Managing Customers vs. Managing Brands: Striking the Balance
Benedikt Berlemann and Sandra Laporte, 2007  [07-302]
Summarizes the proceedings of the Marketing Science Institute's conference on "Managing Customers vs. Managing Brands: Striking the Balance" held May 3-4, 2007 at INSEAD, Fontainebleu, France, and co-chaired by Werner Reinartz, INSEAD.

Accelerating Market Acceptance in a Networked World
Gaia Rubera and T.N. Seshadri, 2007  [07-301]
Summarizes the proceedings of the Marketing Science Institute’s conference, “Accelerating Market Acceptance in a Networked World,” held March 14-16, 2007, in Los Angeles, California.

Marketing Metrics and Financial Performance
Morris George, Catherine Ma, Tanya Mark, and
J. Andrew Petersen, 2007  [07-300]
Summarizes the proceedings of MSI's conference on "Marketing Metrics and Financial Performance" held December 6-8, 2006, in Boston, Massachusetts.

Business Insights from Consumer Culture
Jill Avery, 2006  [06-303]
Summarizes the proceedings of the Marketing Science Institute's conference on "Business Insights from Consumer Culture" held May 3-5, 2006, in Toronto, Ontario, and chaired by John Deighton of the Harvard Business School.

Taking Stock of Customer Relationships
Zainab Jamal, Jeongil Park, and Tae-Kyun Kim, 2006  [06-302]
Summarizes the proceedings of MSI's conference on "Taking Stock of Customer Relationships" held March 1-3, 2006 in Santa Monica, California.

Marketing, Sales, and Customers
Adina Barbulescu and Jun Xu, 2006  [06-301]
Summarizes the proceedings of MSI's conference on "Marketing, Sales, and Customers" held December 7-9, 2005 in Cambridge, Mass.

Asian Marketing Conference
Julien Cayla and John Roberts, 2006  [06-300]
Summarizes the proceedings of the Asian Marketing Conference, co-sponsored by Singapore Management University, the Marketing Science Institute, and the Australian Graduate School of Management, which was held in Singapore on July 25-26, 2005.

Brand Architecture and Corporate Reputation
Mark P. DeFanti and Joseph K. Goodman, 2005  [05-303]
Summarizes the proceedings of the Marketing Science Institute’s conference on “Brand Architecture and Corporate Reputation” held March 17–18, 2005 in Charleston, South Carolina, chaired by Kevin Lane Keller, Dartmouth College.

Integrating Customer Insights into Company Actions
Rebecca E. Walker and Jennifer Young, 2005  [05-302]
Summarizes the proceedings of the conference on “Integrating Customer Insights into Company Actions,” co-sponsored by the Marketing Science Institute and the Center for Customer Insight at the University of Texas at Austin, held September 21-23, 2004, in Austin, Texas.

Does Marketing Measure Up? Performance Metrics: Practices and Impacts
Hernan A. Bruno, Unmish Parthasarathi, and Nisha Singh, 2005  [05-301]
Summarizes the proceedings of the conference, “Does Marketing Measure Up? Performance Metrics: Practices and Impacts,” co-sponsored by the Marketing Science Institute and the Centre for Marketing, London Business School held June 21-22, 2004 in London.

Customer Management
David Torgerson and Kathryn Sharpe, 2005  [05-300]
Summarizes the proceedings of the conference on “Customer Management,” cosponsored by the Marketing Science Institute and the Teradata Center for Customer Relationship Management at Duke University, held March 4-5, 2004 in Durham, North Carolina.

Brand Orchestration
Jill Avery and Mark DeFanti, 2004  [04-101]
Summarizes the proceedings of the Marketing Science Institute's conference on "Brand Orchestration" held December 4-5, 2003 in Orlando, Florida.

Integrating Social Responsibility and Marketing Strategy
Weimin Dong, Shuili Du, and Daniel Korschun, 2003  [03-119]
Summarizes proceedings of MSI conference, "Integrating Social Responsibility and Marketing Strategy," held September 17-19, 2003, at Boston University. Co-sponsored by the London Business School, Boston University School of Management, University of California Haas School of Business, and The Aspen Institute Business and Society Program.

Global Marketing
Joep W.C. Arts, Sumitro Banerjee, and Jeroen L. G. Binken, 2003  [03-116]
Summarizes proceedings of MSI conference, "Global Marketing," held June 8-10, 2003, in Noordwijk, the Netherlands.

New Approaches for New Products
Gary Gebhart, Harikesh Nair, Sridhar Narayanan, and Jeff Shulman, 2003  [03-108]
Summarizes proceedings of MSI conference, "New Approaches for New Products" held May 1-2, 2003 in Chicago, Illinois.

Marketing Meets Design
Lily Just and Rommel Salvador, 2003  [03-102]
Summarizes the proceedings of conference on "Marketing Meets Design," co-sponsored by the Marketing Science Institute and the Yaffe Center at the University of Michigan, held January 16-17, 2003, in New Orleans, Louisiana.

Measuring Marketing Productivity: Linking Marketing to Financial Returns
Suleyman Cem Bahadir and Kapil R. Tuli, 2002  [02-119]
Summarizes the proceedings of MSI conference on "Measuring Marketing Productivity: Linking Marketing to Financial Returns" held October 3-4, 2002, in Dallas, Texas.

Customer Relationship Management: Strategies and Company-wide Implementation
Mauricio Mittelman and Vincent Onyemah, 2002  [02-112]
Summarizes the proceedings of MSI/INSEAD conference on "Customer Relationship Management: Strategies and Company-wide Implementation" held July 11-12, 2002, in Fontainebleau, France.

A Hard and a Soft Look at Building Strong Brands
Allison Johnson and Matthew Thomson, 2002  [02-105]
Summarizes the proceedings of MSI's conference on "A Hard and a Soft Look at Building Strong Brands" held March 14-15, 2002, in Santa Monica, California.

Customer Relationship Management: Customer Behavior, Organizational Challenges, and Econometric Models
Julian Villanueva and Rex Du, 2002  [02-101]
Summarizes the proceedings of the conference on "Customer Relationship Management: Customer Behavior, Organizational Challenges, and Econometric Models" co-sponsored by the Marketing Science Institute and the Teradata Center for Customer Relationship Management at Duke University, held January 31-February 1, 2002, in Durham, North Carolina.

Young Scholars Program
Young Scholars Program participants, 2001  [01-123]
Compiles the abstracts presented at the Marketing Science Institute's "Young Scholars Program" held January 11-14, 2001, in Park City, Utah.

Marketing to and Serving Customers Through the Internet
George Zinkhan, editor, prepared by Kishore Gopalakrishna Pillai, Melanie Provost, and Yue Pan, 2001  [01-122]
Summarizes the proceedings of the Marketing Science Institute's conference, "Marketing to and Serving Customers Through the Internet" held December 2001, in Boca Raton, Florida.

Global Innovation of New Products and Services
Gerald Gruber, Frank Lateur, and Mariana Revesz, 2001  [01-114]
Summarizes proceedings of Marketing Science Institute's Conference on "Global Innovation of New Products and Services" held on October 1-2, 2001, in London.

Winners and Losers in the E-Commerce Shakeout
Sendil Ethiraj, 2001  [01-111]
Summarizes the proceedings of "Winners and Losers in the E-Commerce Shakeout" cosponsored by the Mack Center for Managing Technological Innovation, the Marketing Science Institute, and the Wharton E-Business Initiative and held at the Wharton School on October 19-20, 2000.

Marketing, Corporate Social Initiatives, and the Bottom Line
Lerzan Aksoy and Kiersten Elliott, 2001  [01-106]
Summarizes the proceedings of the Marketing Science Institute's Conference on "Marketing, Corporate Social Initiatives, and the Bottom Line" held on March 14-16, 2001, in Chapel Hill, North Carolina.

B2B E-Commerce
Katrina Hubbard, 2001  [01-104]
Summarizes the proceedings of the Marketing Science Institute's Conference on "B2B E-Commerce" held March 1-2, 2001 in Austin, Texas.

Collecting and Using Market and Marketing Knowledge
Marion Debruyne, 2000  [00-121]
Summarizes seven presentations from the Marketing Science Institute's conference on "Collecting and Using Market and Marketing Knowledge" held December 7-8, 2000, in Naples, Florida.

Marketing Metrics
Marion Debruyne and Katrina Hubbard, 2000  [00-119]
This report summarizes the proceedings of the Marketing Science Institute's conference on "Marketing Metrics" held October 5-6, 2000, in Toronto, Canada. It offers highlights from ten presentations on the current state of knowledge and practice regarding marketing metrics.

Global Branding
Pedro Sousa, 2000  [00-114]
Summarizes nine presentations addressing the question of how to determine when a global brand is an appropriate goal for a company, and how best to implement this decision.

Ready, Set, Go! Creativity, Innovation, and New Products
Amar Cheema and Barney Pacheco, 2000  [00-113]
Summarizes nine presentations on how to convert firms' understanding of emerging customer needs into innovative products that will succeed in the marketplace.

Managing Customer Relationships
Simon Walls and Debra L. Zahay, 2000  [00-107]
Summarizes nine presentations on customer relationship management, including company case studies and research findings on how to measure customer equity, customer profitability in a supply chain, and customer satisfaction as an economic asset.

The World According to E:
E-Commerce and E-Customers
Katy Haberkern, Katrina Hubbard, and Wendy Moe, 2000  [00-102]
Summarizes 11 presentations and 1 discussion session on challenges offered by the world of e-commerce: customer loyalty and retention, the role of "smart agents," the use of Internet panel data, and consumer privacy, among other topics.

Improving Advertising Budgeting
Stephen A. Greyser and H. Paul Root (editors), 1999  [99-126]
Summarizes presentations and group discussion sessions of conference on the MAX program of Managing Advertising Expenditures for Financial Performance (a collaboration of MSI and the American Association of Advertising Agencies, with the support of the Advertising Research Foundation). Includes perspectives of senior management, improving the advertising budgeting process, and improving advertising effectiveness.

HEC Symposium on Advances in Choice Theory
Gilles Laurent, 1999  [99-121]
Reports on nine workshops on the research domain of choice, including types of choices made by consumers (choice on the Web, brand choice, choices involving multiple-product categories), limitations inherent in human choice processes and capabilities, and statistical modeling of human choice.

Innovative Market Research for Breakthrough Product Design
Kirk Damon Aiken, 1999  [99-113]
This report summarizes the proceedings of the Marketing Science Institute's conference on "Innovative Market Research for Breakthrough Product Design" held March 4-5, 1999, in Seattle, Washington. The presentations offer market research techniques to understand consumers' relationships to products, and to bring insights about consumers into the product development process.

Market Knowledge Management
Prepared by Rebecca Slotegraaf, University of Wisconsin-Madison, 1999  [99-102]
Summarizes 10 presentations and 1 discussion session on the management of information and knowledge, collection and use of market knowledge, and emerging challenges and research questions.

Research Frontiers in Interactive Marketing
Lisa Klein and Nicholas Lurie, 1997  [97-129]
Summarizes 13 presentations on current research and practice on topics including interactive channels as substitutes for and complements to existing channels, customer behavior in the interactive arena, customer valuation, and network perspectives.

New Frontiers in Competitive Decision Making: Toward a Research Agenda
Alan J. Malter, 1997  [97-124]
Summarizes a conference on competitive decision making cosponsored by MSI; presentations addressed market dynamics, competitive reactions and conjecture, judgmental error, and decision support systems.

A Different Game: Really New Products, Evolving Markets, and Responsive Organizations
Page Moreau, 1997  [97-118]
Summarizes 10 presentations on the development of really new products including organizational challenges, generating and refining breakthrough concepts, understanding market response and evolution, and building responsive organizations.

Use and Usability: Business-Focused Market Research
Prepared by Puneet Manchanda, Columbia University, 1997  [97-101]
Summarizes nine presentations on the assessment, management, and improvement of market research capabilities through attention to implementation issues and strategic directions.

Developing Customers, Products, and Markets for Services
Thomas Burnham, 1996  [96-100]
Summarizes nine presentations addressing customer knowledge and service delivery, customer satisfaction measurement, and the development, introduction, and pricing of new services.

Organizational Innovation for Effective New Product Development
Rajesh Chandy and Anne Stringfellow, 1995  [95-120]
Summarizes 12 presentations on the new product development process, including work on factors that contribute to its success and on the management of cross-functional development teams.

Behavioral Perspectives on Pricing
Hooman Estelami and Peter Palij, 1995  [95-114]
Summarizes 21 presentations in the area of behavioral responses to price; includes discussions of reference prices, price-quality-value, odd/even pricing, promotions, bundling, and fairness.

Brand Equity and the Marketing Mix: Creating Customer Value
Sanjay Sood, 1995  [95-111]
Summarizes ten presentations on brand equity's role in the marketing mix; includes theoretical discussion of issues and applications of brand equity theory.

And Now for Something Completely Different: Really New Products
Marjorie Adams and Joe LaCugna, 1994  [94-124]
Summarizes presentations dealing with the challenges involved in developing and introducing really new products.

Marketing Communications Strategies Today and Tomorrow: Integration, Allocation, and Interactive Technologies
Corinne Faure and Lisa Klein, 1994  [94-109]
Summarizes presentations dealing with organizational and allocations issues in integrated marketing communications and the future of interactive marketing.

Seeing Differently: Improving the Ability of Organizations to Anticipate and Respond to the Constantly Changing Needs of Customers and Markets
Marjorie Adams, 1993  [93-103]
Summarizes presentations addressing ways to enhance the ability of organizations to learn about and respond to changing markets, with an emphasis on making better decisions faster.

Evolving Relationships of Retailers and Manufacturers
Sandy D. Jap, 1992  [92-113]
Summarizes 15 presentations on new forms of strategic or quasi-partnership arrangements between retailers and manufacturers to increase channel efficiency and decrease costs.

The Changing World of Marketing
1992  [92-112]
Summarizes 11 presentations at MSI 30th anniversary conference concerning the changing demands of markets and customers, changing interfaces with customers, and how organizations should handle change.

Conference on Sales Performance From the Consumer, Manufacturer, and Retailer Perspectives
George Low, 1992  [92-103]
Summarizes 13 presentations made on a variety of issues that affect sales promotions.

Tears, Cheers, and Fears: The Role of Emotions in Advertising
Carolyn Yoon, 1991  [91-112]
Summarizes conference presentations on better understanding the role of emotional appeals in advertising, how they work, and how to measure their effects.

Managing Brand Equity
Elliot Maltz, 1991  [91-110]
Summarizes conference presentations on the financial measurement of brand equity and the extension, enhancement, and maintenance of brand equity.

Organizing to Become Market-Driven
Gordon S. Swartz, 1990  [90-123]
Summaries of 10 presentations that examine the factors that make an organization market-driven and the performance benefit

Roles for Research and Models in Improving New Product Development
Bruce Weinberg, 1990  [90-120]
Summarizes conference presentations focusing on current industry practices in selecting and using new product models and methods.

Improving the New Product Development Process
Stephen J. S. Holden, 1989  [89-122]
Summarizes four presentations addressing customer satisfaction, continuous innovation, and leadership commitment issues.

Building an Information Strategy for Scanner Data
Bruce Weinberg, 1989  [89-121]
Summaries of 12 presentations addressing critical strategic issues involved in managing and analyzing scanner data.

Quality and Customer Service: The Critical Focus for a Firm
Michael Guiry, 1989  [89-117]
Summarizes 10 conference presentations regarding managing quality, building customer relationships, and coordinating various internal functions.

Making More Effective Use of Market Information
Shanker Krishnan, 1989  [89-113]
Summarizes the proceedings of the Marketing Science Institute's April 12-14, 1989, conference, "Making More Effective Use of Market Information."

Communicating With Industrial Customers
Jakki Mohr, 1989  [89-112]
Summarizes eight presentations made concerning new ways to communicate with industrial customers in the changing marketplace and the impact of information technology.

Measuring and Evaluating Sales Promotions
Robert W. Shoemaker, Kenneth G. Hardy, and Herbert F. MacKenzie, 1989  [89-102]
Summarizes the MSI conference on "Measuring and Evaluating Sales Promotions from the Manufacturer and Retailer Perspectives", held April 20-21, 1988, in Cambridge, MA.

Evaluating the Effects of Consumer Advertising on Market Position Over Time: How to Tell Whether Advertising Ever Works
Stephen S. Bell, 1988  [88-107]
Summaries of 10 presentations on the topic; includes synthesizing overview and notes of group discussions.

Business Buying Behavior
Deborah Salmond, 1988  [88-106]
Summaries of nine presentations on the topic, with special emphasis on understanding the behavior as a complex web of relationships.

Defining, Measuring, and Managing Brand Equity
Lance Leuthesser, 1988  [88-104]
Summaries of eight presentations and four group discussions; includes research priorities.

Competing in a Deregulated or Volatile Market
Lauren K. Wright, 1987  [87-114]
Summaries of eleven presentations on the topic, focusing on how pricing, quality, and service-line bundling may be used as strategic tools.

Viewpoints on the Changing Consumer Goods Distribution Scene
Randolph E. Bucklin and Diane H. Schmalensee, 1987  [87-112]
Summaries of nine presentations on the topic. Also includes synthesizing introduction which identifies recurring themes.

Developing a Marketing Orientation
William T. Ross, 1987  [87-111]
Summaries of four presentations on the topic. Also includes a review of the subsequent discussions and notes about pertinent research issues.

New Developments in Marketing Research
Scott Hoenig, 1986  [86-112]
Summaries of seven presentations on techniques to predict product acceptance, perceptual mapping, regression techniques, a technique to summarize different studies on the same topic, and the extent of marketing research use in industry.

Standardizing International Entry, Positioning, and Distribution Strategies
Hanns Ostmeier, 1986  [86-111]
Summaries of papers and discussions dealing with entry, positioning, and distribution strategies; counterpoints business and academic perspectives.

Business Strategy and the Life Cycle Concept
Gregory Carpenter and John U. Farley, 1985  [85-114]
Summaries of eight presentations that address issues of business strategy and the life cycle concept from perspective of marketing, planning, and economics. Includes synthesis and record of questions and suggestions.

Measuring and Evaluating Sales Promotions to the Trade and to Consumers
John U. Farley, 1985  [85-113]
Summarizes 15 presentations on measurement issues (coupon, trade, and retailer promotions) and trade and consumer response to promotion. Includes synthesis and identification of research issues.

Improving Data Quality in Sample Surveys
Frederick Wiseman, editor, 1983  [83-105]
Contains six papers on the topics of recommendations for improving existing survey practices and challenges facing various constituencies of the survey industry.

Analytic Approaches to Product and Market Planning: The Second Conference
Rajendra K. Srivastava and Allan D. Shocker, 1982  [82-109]
Papers addressing conceptual models and approaches for determining product and market composition and structure; models of customer segmentation and choice; issues in determining optimal product positions and portfolio strategies; and implementation issues.

Consumerism and Beyond: Research Perspectives on the Future Social Environment
Paul N. Bloom, 1982  [82-102]
Thirty papers presenting a diversity of perspectives on the nature and direction of consumer organizations, social and legislative trends, and business response to external pressures.

Proceedings of the MSI 20th Anniversary Conference
Katherine E. Bock, 1982  [82-101]
Contains speeches by academics and business executives looking back at MSI's accomplishments and looking forward at the problems and opportunities for marketing in the 20 years ahead.

Market Measurement and Analysis
David B. Montgomery and Dick R. Wittink, 1980  [80-103]
Presents 41 papers relevant to the measurement of response to marketing communication; sales forecasts for new and existing products; market definition and segmentation; development and analysis of advertising, product, pricing, and distribution strategy; managerial decision making; models of consumer values, attitudes, and purchase behavior; and marketing testimony for legal problems.

The Dialogue That Happened
G. David Hughes and E. Cameron Williams, 1979  [79-108]
Discusses problems underlying the conflict between business and government over regulatory matters, including their conflicting values, problems of measuring the costs and benefits of regulation, and alternatives to regulation.

Sales Management: New Developments From Behavioral and Decision Model Research
Richard P. Bagozzi, 1979  [79-107]
Twenty papers treating motivation and performance in the sales force, sales force behavior as social exchange, social influence strategies, sales force management, and sales force decision models.

Analytic Approaches to Product and Marketing Planning
Allan D. Shocker, 1979  [79-104]
Collection of papers addressing alternative analytic approaches to product-marketing planning, the understanding of changes in the competitive environment, issues involved in modeling customer market behavior, and problems of implementation.