Initiatives and Competitions
MSI Research Initiative on the Digitized Customer
Deadline: July 1, 2017
The Marketing Science Institute (MSI) is pleased to announce an initiative to foster innovative research on the topic of the Digitized Customer. This marks a new phase in this knowledge generation initiative that began with academic - practitioner collaboration on development of specific research questions to pursue. Several member companies now have active research programs that emerged from the collaboration to address these issues. The companies included UPS, AbbVie, Vanguard, IHG, Colgate, and Adobe. We now are requesting new academic research proposals that further build on the work to date. We have allocated a special pool of funds to cover the direct costs of research grants in the range of $3,000 - $7,000. Competitive submissions should propose high quality research on critical questions in this area that are relevant to both academics and marketing practitioners.
The initial MSI Digitized Customer Initiative taskforce was co-chaired by Cait Lamberton, University of Pittsburgh, and Andrew Stephen, University of Oxford. In May 2016, they convened a group of academics and practitioners to discuss the challenges and opportunities emerging from rapidly advancing technologies and changes in the ways customers use technology. Recognizing that research on digitized customers—those whose interactions with companies, brands, products, services, and other customers involve some use of technology (in both physical and virtual worlds) – is yet quite limited, the taskforce sought to identify critical issues for future research.
- With the shared thinking of academic researchers as well as B2B, B2C, financial services, services, and pharmaceutical firms, they outlined six questions that are relevant to marketers across industries:
- How “frictionless” should technology-enabled customer experiences be and how “personalized” should technology-enabled marketing actions become?
- How do marketers steward their brands through social media conversations and find new, value-enhancing uses for social media?
- How does the digitized customer experience and digitized market environment relate to basic models of consumer information processing and decision making?
- What is the optimal balance between human and non-human touchpoints in a customer journey?
- What are the best approaches for gathering and using data from digitized customers, and for ensuring that customers understand how their data are being used?
- How should marketing and IT work together, from the C-suite down, and within companies, and with partners?
The issues are elaborated in more detail in the White paper generated from the initial collaboration (see White Paper, and posted article.) The goal of this new research phase is to stimulate innovative academic work that will help scholars and managers to understand and improve marketing practice related to the digitized customer.
Submissions will be evaluated using a two-stage process. The initial submission should be a pre-proposal not more than 1,200 words in length describing the proposed research plan (details below). We encourage pre-proposals that involve collaboration between academics and practitioners. MSI will evaluate pre-proposals on a rolling basis, beginning January 1, 2017.
The authors of promising pre-proposals will be encouraged to submit a full proposal (no more than 20 double-spaced pages/10,000 words) for consideration for funding. Those follow-on full proposals will be evaluated – and funding decisions made – on a rolling basis as well. This research process will increase the efficiency and effectiveness of identifying proposals to fund. (For more details on submission of full proposals, see http://www.msi.org/research/obtain-research-support/).
The process will continue until July 1, 2017. At that point, MSI will continue encouraging and entertaining submissions on this topic; however, those submissions will compete for funding with the larger pool of submitted research proposals on a variety of topics that MSI receives on an ongoing basis. Fifty percent of the funding MSI provides will be paid upon initiation of the project. The remaining 50% will be paid when the Working Paper submission is approved as the final deliverable from the project.
Customer Experience Initiative
Deadline: July 1, 2016 (This competition is now closed)
The Marketing Science Institute (MSI) is pleased to announce an initiative to foster novel research on the broad topic of customer experience. We have allocated a special pool of funds to cover the direct costs of research grants in the range of $3,000 - $15,000. Competitive submissions should propose high quality research on critical questions in this area that are relevant to both academics and marketing practitioners. This is open to all research methodologies and approaches. Submissions will be evaluated using a two-stage process. The initial submission should be a pre-proposal not more than 1,200 words in length describing the proposed research plan (details below).Pre-proposals may be submitted at any time through June, 2016. MSI will evaluate pre-proposals on a rapid, rolling basis.View Funded Proposals
Alden G. Clayton Competition
Deadline: August 8, 2016 (This competition is now closed)
We are currently closed for the AGC 2016 competition and are evaluating all submissions received prior to the deadline. Please check back in April 2017 for details on the next Clayton Competition.View Past Winners