Upcoming Webinars

Invest in yourself.

  • June 28, 2018, 12:30 PM EDT

    The Psychology of Ritual

    Michael I. Norton, Harvard University

    Rituals are ubiquitous in our personal lives – enacted before performances or during family holidays – and in our interactions with firms – from sports fans doing the “wave” to customers being served wine after an elaborate uncorking. Our research has documented the benefits of rituals in domains ranging from grief recovery to chocolate consumption to team performance to singing Journey’s “Don’t Stop Believing.” And, we have identified the psychological underpinnings of rituals, demonstrating how they can lead to increased immersion in experiences, greater feelings of control, reduced anxiety, and increased liking for teammates.

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  • July 19, 2018, 1:00 PM EDT

    Culture Matters: What Does a Consumer’s Cultural Background Say about the Way They Think about Products, Brands, and Prices?

    Sharon Shavitt, University of Illinois at Urbana-Champaign

    ​This webinar explores the cultural background “clues” that can help in creating more effective branding, advertising, and pricing strategies. The session examines differences in the value profiles of Eastern and Western consumers, focusing on the cultural core values that predict consumer motivation. It also addresses fundamental cultural differences in how consumers think. Knowledge of these well-established differences in styles of thinking—analytic versus holistic— can help marketers create more effective branding and pricing strategies.
    This webinar is relevant for understanding global culture differences as well as ethnic cultural differences within the U.S. It is especially relevant for marketing researchers and B2C marketers who want to ensure that their strategies speak to the things that matter to their customers. No passport required.

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  • July 26, 2018, 1:00 PM EDT

    How MSI Can Help You Become an (Even) Better Marketer

    Kate Grey, Chief Experience Officer, MSI

    In this 30-minute session, Chief Experience Officer Kate Grey will review the most efficient ways to use your MSI membership to invest in your own marketing capabilities and foster marketing excellence in your organization.

    How can you and your colleagues get the most out of conferences, events, and other networking opportunities? What are the best ways to engage with other marketing leaders and get connected to academic experts? How can you efficiently explore MSI content for new knowledge and insight on your marketing questions? Kate will address these and any other questions you may have about your MSI membership.

    This webinar is for those new to MSI and for members who want to take full advantage of the unique benefits of MSI membership.

    Register
  • August 8, 2018, 1:00 PM EDT

    The Shopping Revolution: How Successful Retailers Win Customers in an Era of Endless Disruption

    Barbara Kahn, University of Pennsylvania

    Wharton’s Barbara Kahn will present findings from her forthcoming book The Shopping Revolution: How successful Retailers Win Customers in an Era of Endless Disruption.

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  • August 30, 2018, 1:00 PM EDT

    Webinar featuring Jenna Gopilan

    Jenna Gopilan, Director, Professional Services, Crimson Hexagon

    Additional details coming soon.

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  • September 20, 2018, 1:00 PM EDT

    Eliminating Managerial Bias for High-End Products in Product Development

    Abbie Griffin, University of Utah

    Some customers are happy purchasing high-end products, even though they cost more. However, other customers are price-driven and will not consider high-end products. Indeed, many argue that the “Walmart factor” has overly sensitized both consumers and B2B buyers to high prices. One would think, then, that firms would be focusing more on developing “low-end” innovations, especially as lower-priced products could allow firms to better penetrate huge markets in developing countries that inherently cannot afford high-end products. However, our research finds that managers making product development selection decisions are biased against low-end, low-priced projects in favor of high-end, high-priced projects, even when there is no economic benefit to them. Given these biases, we suggest actions managers can take to overcome these biases.

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  • October 2, 2018, 1:00 PM EDT

    The Organic Growth Playbook

    Bernard J. Jaworski, Claremont Graduate University & Robert S. Lurie, Eastman Chemical

    Most conventional approaches to spurring growth focus on creating a favorable, differentiated impression of the company’s products in the minds of customers. The problem is that it’s not a reliable formula for faster growth. In this step-by-step guide, Bernie Jaworski and Bob Lurie offer a novel approach to the most pressing and perennial challenge they face – organic growth. At the heart of their method are two simple but profound insights that reframe how managers should approach the challenge of growth. First, they show why companies must shift the focus from products and solutions to the entirety of the customer’s purchase process to identify the few, high-yield customer behaviors that truly drive growth. Second, they demonstrate how growth comes not from creating or owning a differentiated positioning in customers’ minds but from changing their behaviors at key stages in the buying process. Drawing on many years of work with clients and colleagues to hone and apply these insights, the authors provide an engaging and detailed exposition of the methods and tools teams can use to accelerate the growth of both new and existing products – in most cases, by a factor of 1.5-2.0x or more.

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