Organizing for Marketing Agility
How Consumer Empathy Drives Platform SuccessJan 7, 2019 Markus Giesler, Ela Veresiu, and Ashlee Humphreys , 2019, 19-100-01
As platform companies try to create trust and build legitimacy in their market, empathetic consumer narratives can compete with the risk narratives promoted by others.
Advancing the Enterprise: Creating Greater Customer Focus in Thriving OrganizationsJan 03, 2019 Gregory S. Carpenter, Northwestern University
Greg Carpenter will explore how successful firms create a greater customer focus based on a multi-year, multi-firm ethnographic study. He will explore the resistance successful firms confront, how firms use the organizational culture to overcome these obstacles, and the benefits successful firms enjoy.
How Does Marketing Work on M.A.R.S.?Dec 10, 2018 Neil Morgan, Indiana University
How does marketing work in a M.A.R.S. (Mobile, Analytics, Real-time, Social) marketing environment?
Visual Notes - Vikas Mittal and Natalie MizikNov 21, 2018
Visual Notes - Vikas Mittal and Natalie Mizik
Visual Notes - Shiv Singh and Sam RansbothamNov 21, 2018
Visual Notes - Shiv Signh and Sam Ransbotham
3 WAYS to GET CONNECTED
Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.
Qualified academics benefit from a relationship with MSI through access to msi.org, conferences and research opportunities.
The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.