MSI Announces 2020-22 Research Priorities

Global pandemic, changing economy frame new research agenda

These six new priority topics will guide MSI research activities and programming over the next two years.

2020-2022 Research Priorities

  • Delivering Customer Value
  • The Evolving Landscape of Martech and Advertising
  • Tools for Capturing Information to Fuel Growth
  • The Rise of Omnichannel Promotion and Distribution
  • Organizing for Marketing Agility
  • Innovation, NPD and Commercialization

As in the past, the new research priorities reflect questions of enduring interest to marketers and researchers, prioritized to reflect contemporary concerns, said MSI Executive Director Barbara Kahn. Further, each should be considered in the context of the current global crisis.

“The pandemic brought on by COVID-19 has wrought incredible change to the global economy that will likely have long-term effects on consumer behavior, the marketplace, branding and communication strategies, market regulation and public policy, global business and more. We are just beginning to see these effects and they offer many opportunities for new research.

“Our biennial research priorities influence the work of scholars all over the world, informing the academic community about our member companies’ most important questions and concerns. We look forward to developing a rich program of activity that addresses those topics.”

Download 2020-2022 Research Priorities Booklet

Apply for Research Support or Submit a Working Paper



  • 05/25/2020 by

    Days have gone by since the coronavirus outbreak, and it seems like for the next few months we will have to deal through crucial adaptability to the current situation. It has disturbed not only the financial status of leading companies but has also led to economic disruption worldwide. Amidst a hundred other things, this situation has taken a toll on the former marketing strategies practiced regularly. Entrepreneurs need to act swiftly to minimize the impact of this pandemic. MSI will play a pretty big role for their beneficiaries isn’t it. So this plan for 2020 will really help.
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  • 05/29/2020 by

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