Research Resources

On the horizon: 7 questions to ponder

A small set of provocative questions emerged in the 2016-2018 research priority setting process, when Trustees were asked to imagine critical issues emerging in the not-too-distant future:

  • “How will the scope and definition of what is now called ‘Marketing‘ most likely change over the next decade?”
  • “What is the role of humans in a world of smart machines?”
  • “Should consumers’ personal information be allowed to be the ’future currency‘ or should/will companies be forced to constrain their data gathering and sharing more narrowly? Will data rights and the value therein be the next area of disruption?”
  • “How will we ‘reach’ the marketplace in the future?”
  • “What is the future of retail over the next 10 years? What will be the role of brick and mortar?”
  • “How will water, as a limited resource, impact marketing (and customers) in the future?”
  • “Should brands take stands? What is marketing’s role as a driver/enabler of social change?”

MSI is interested in academic researchers' conceptual thinking and "early insights" in these emerging areas. Some may become research priorities in the future, and we see this as an opportunity to gain some glimpses of what's coming.

2016-2018 Research Priorities