Nov 4, 12:00 AM UTC 


Board of Trustees Meeting: Finding Growth in Disruption


Finding Growth in Disruption 

“Times of disruption are not only predictable, but desirable—they mean growth.”

—Fyodor Dostoyevsky

Today, emerging technologies and changes in consumer behavior are disrupting conventional business models and marketing practices. Incumbent companies need to understand the forces behind such disruption and how to respond appropriately—not just to protect current market share but to exploit opportunities for growth.

Come learn from business and academic thought leaders how:

  • The Internet of Things and remote monitoring are revolutionizing healthcare and other industries;
  • On-demand sharing services develop self-regulating markets for unmet consumer needs;
  • Behavioral targeting is enhancing customer service, loyalty and profitability;
  • Design thinking and aesthetics help create consumer experiences as well as products;
  • Virtual reality, robotics and digital startups are disrupting the traditional retail customer experience;

In addition, breakout work groups will help chart the course for MSI’s 2016-2018 research agenda. Please join us as we explore how to grow in the face of inevitable disruption.

Agenda Description


Please click here to view a PDF version of the agenda.

7:30 – 8:30 a.m. Registration and Breakfast
8:30 – 9:00 Welcome and Introduction
Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute and Earl Taylor, Chief Marketing Officer, Marketing Science Institute
9:00 – 9:45 “I find out what the world needs, then I proceed to invent it”
Sean Burke, Chief Marketing Officer – GE Healthcare, General Electric Company
So said Thomas Edison, the founder of General Electric, and a true disruptor in his time. In its labs and factories and on the ground with customers, GE is inventing the next industrial era to move, power, build and cure the world. GE veteran Sean Burke will discuss how GE Marketing contributes to “finding out what the world needs” and helping GE customers achieve their priority outcomes.
9:45 – 10:30 Marketing Strategy for the Sharing Economy
Arun Sundararajan, New York University
Platforms like Airbnb, Uber, Blablacar, Etsy, and Funding Circle are early examples of a new way of organizing economic activity that we commonly refer to as the “sharing economy.” Billions of venture capital dollars power new business models that blur the lines between the personal and the professional, melding market economies and gift economies into a new form of decentralized, crowd-based capitalism. In this presentation, Arun Sundararajan will discuss the technological and societal drivers of today’s sharing economy; capturing value from the new consumption models; pricing and product line opportunities; the shifting role of trust and brand; dealing with consumers who want to initiate offline transactions through an on-demand smartphone interface; the challenges raised when consumption experiences are moderated by one’s peers rather than by a dedicated salesforce; and value re-aggregation from the emerging, decentralized, blockchain-powered marketplaces. He will highlight both strategic implications and research opportunities for marketing scholars.
10:30 – 11:00 Break
11:00 – 11:45 How Big Data Can Help Improve (or Disrupt) Customer Satisfaction
Shawn Utke, Vice President – Brand Insight & Research, Panera Bread Company
Shawn Utke will discuss Panera’s Café Health, an innovative approach that has had a significant impact on how operators measure success in their cafes. This new tool aligns customer perceptions with transactional data at the café level to determine what matters, prioritize activities based on what will have the greatest impact on sales, and measure activity to ensure success. He will explain how Café Health was created and will provide examples of what is being done to improve the customer experience at Panera.
11:45 – 12:30 p.m. Transforming the Customer Experience: Small Details That Make a Big Difference
Nancy J. Sirianni, Northeastern University
Are you considering adding technology to your customer experience? Have you wondered how this might affect your customers and their interactions with frontline personnel? Or have you considered how customers come to process and understand your brand image through their encounters with frontline employees? Using findings from her field experiments in retail and service exchanges, Nancy Sirianni will provide insights on how changing small details can transform your customer experience in big, unexpected ways.
12:30 – 1:45 Lunch
1:45 – 2:00 Upcoming Events at MSI
Marni Clippinger, Chief Operating Officer, Marketing Science Institute
2:00 – 2:45 Art and Aesthetics in Marketing
Henrik Hagtvedt, Boston College
Art and aesthetics have a strong and ubiquitous influence on consumers. Henrik Hagtvedt will discuss his decade-long research stream on topics such as the influence of art on consumer product evaluations, aesthetics as a driver of purchase behavior, and the influence of visual elements on product attribute perceptions, brand evaluations, and attitudes toward the firm. His discussion will include recent findings and ongoing investigations.
2:45 – 3:00 Transition to Work Groups
3:00 – 4:15 Research Priority Work Groups
Research priority work groups will be organized around broad industry categories. The aim of each group will be to generate a comprehensive list of issues for the 2016-2018 ballot that will be used to determine MSI’s future research initiatives. This is a unique opportunity for MSI members to come together to identify and discuss the knowledge they need to achieve breakthrough marketing and transform marketing practice.

A. Business-to-Business
J. Jeffrey Inman, University of Pittsburgh

B. Consumer
Sharon Shavitt, University of Illinois

C. Healthcare and Pharmaceuticals
Alexander Chernev, Northwestern University

D. Technology, Media and Marketing Services – Group 1
Dominique M. Hanssens, UCLA 

E. Technology, Media and Marketing Services – Group 2
Carl F. Mela, Duke University

4:15 – 5:00 Trustees Business Meeting and State of the Institute
All Welcome
This meeting will include the nomination of new Trustees and reports from the Executive Committee Chair and the Executive Director.
5:00 – 6:00 Historic Walking Tour
For those who reserved in advance
5:15 – 6:30 Academic Trustees/Executive Directors Council Meeting
(for members of the Committees)
5:15 – 6:00 New Trustees Orientation Session
(for new Trustees, anyone new to MSI, and Trustees who want to learn more about how to help colleagues make the most of their MSI membership)
6:00 – 7:00 Networking Reception
7:00 Dinner
7:30 – 8:30 a.m. Breakfast
8:30 – 9:45 The Internet of Things as a Disruptive Force
Jose Avalos, Director, Visual Retail – Retail Solutions Division, Intel Corporation
The Internet of Things (IoT) is growing at the breathtaking pace, and is projected to include 200 billion “objects”–from chips to mammoth machines–by 2020. Jose Avalos will address key questions: What is fueling the IoT? Why now? How do we set higher ambitions for IoT beyond ever-more personalized customer experiences? He will discuss technological trends fueling opportunities today and “big ideas” that can help marketers address some of the greatest challenges our society faces today.

Consumer Experience in the Internet of Things
Donna Hoffman, George Washington University
The consumer Internet of Things is a revolutionary advance that brings the digital into the physical realm. Now, interaction is distributed not just virtually “on the Internet,” but also everywhere in the real world where people actually live, work and play. What awaits us as consumers are able to interact with smart objects in their everyday lives, and these objects are able to interact with each other, often autonomously? What are the implications for consumer experience? Will new marketing approaches be required? In this session, Donna Hoffman will summarize a new framework for understanding consumer experience in the IoT and offers some early practical insights derived from the framework. She will also provide some perspective on how things might evolve.

9:45 – 10:15 Break
10:15 – 11:15 A New Wave of Digital Disruption Models
Thales S. Teixeira, Harvard Business School and Cheryl Han, Co-Founder, Keaton Row
In recent years, in a new wave of digital disruption, businesses are separating consumption activities that traditionally went together: content and advertising or browsing and purchasing products, for example. In this presentation, Thales Teixeira will demonstrate how firms, incumbents as well as start-ups, are using digital technologies to break the bonds between (i.e., decouple) consumption activities. He will point to examples in retailing, telecom, education, transportation, and media and, with Keaton Row co-founder Cheryl Han, will offer a deep dive on one disruptor in the fashion industry.
11:15 – 12:00 p.m. How SciFi Is Changing the Future of Retail
Kyle Nel, Executive Director at Lowe’s Innovation Lab, Lowe’s Home Improvement
Lowe’s Innovation Labs (LIL), the disruptive technology arm of home improvement retailer Lowe’s, is breaking new ground by leveraging professional science fiction writers to create intuitive narratives, in comic book form, about how technology could benefit consumers and change the future of the business.

Envisioning a future where technology could significantly change the retail customer experience, the company has introduced the Lowe’s Holoroom, an augmented reality home improvement design tool, the OSHbot autonomous retail service robot, and in-store 3D scanning and printing services.

Kyle Nel will explain how Lowe’s Innovation Labs has approached the innovation process and successfully introduced such technology to real-world consumer audiences. He will outline the evolution of exponential technologies and present the case for why this technology is poised to forever change human behavior, customer experiences, and consumer communications.

12:00 – 12:15 Concluding Remarks
Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute

Hotel Accomodations

Unfortunately, the MSI group rate has expired for this event. Below is the general hotel contact information.

Arizona Biltmore
2400 E Missouri Avenue
Phoenix, AZ 85016
(602) 955-6600

**Hotel Group Cancellation Policy is 14 days prior to check in date. Please cancel 2 weeks prior to your arrival to avoid cancellation fees.**

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