Sep 18, 12:00 AM UTC 

Conferences

Marketing Science Accelerator

Overview

The next generation of MSI’s highly successful Immersion conference, the Marketing Science Accelerator program enables MSI member company leaders to recognize and invest in their high-potential marketing talent. September 18-20, 2019 at the W Boston Hotel. If you are interested in attending, please email kate@msi.org.

Trustees can learn more about the Marketing Science Accelerator Program and submit their nominations here.

Agenda Description

09/18/2019
6:00 – 7:30 p.m. Registration and Welcome Reception
09/19/2019
8:30 – 9:30 a.m. Breakfast
9:30 – 9:45 Welcome and Opening Remarks
9:45 – 10:30 Introductions and Morning Activity
10:30 – 12:00 p.m. Firm’s Management of Social Interactions
Dina Mayzlin, University of Southern California
In this session, Dina Mayzlin will present a framework for the different roles firms can use to manage social interactions. For example, how should firms listen to conversations, and how can these conversations be measured?  What is the effect of a  firm’s response on consumer reviews?  How can actions on a consumer interaction platform affect the distribution of their reviews?   Dina will discuss how firms can answer these and related questions to enhance their interactions with consumers.
12:00 – 1:15 Lunch
1:15 – 1:30 Afternoon Activity
1:30 – 3:00 Being Systematically Creative
Jeffrey Parker, University of Illinois at Chicago
A critical competitive advantage in business is the ability to innovate quickly and efficiently. Accordingly, many approaches to creativity and ideation have been developed, adopted, and abandoned over the years. Jeff Parker will present a “systematic” approach to creative idea generation that can complement many contemporary creative ideation methods, such as Design Thinking, and can be used by groups (as is the case with brainstorming) and individuals alike. In short, while the method is “systematic”, it is profoundly flexible and adaptable to almost any problem, product, or industry. Participants will leave the session with an understanding of the overarching framework of systematic creativity, hands-on experience with two specific systemic creativity methods (called “templates”), and guidance for where they can learn more about this method.
3:00 – 3:30 Break
3:30 – 5:00 Everyone, Everywhere, and Always: The Who, Where, and When of Visual Information Influences on Decision-Making
Claudia Townsend, University of Miami
Visual information, including product aesthetics, is processed automatically and has a vast, yet often unrecognized, influence on the decisions we make. Business leaders increasingly understand that visual elements (packaging, logos, website design, servicescape, etc.) cannot be ignored in increasingly competitive B2B/B2C environments. This session will add to this understanding by identifying more subtle yet equally powerful ways in which decision-makers respond to visual information. With interactive discussions and exercises, Claudia Townsend will draw on her research on visual processing and consumer psychology to highlight the core ways in which aesthetics can aid marketers and consumers.
5:00 – 5:30 Reflections and Closing Remarks
5:30 – 6:00 Break
Please take this time to visit your rooms and prepare for the evening activity and dinner
6:00 – 7:00 Evening Activity
7:00 Reception in Boston
The Beehive
541 Tremont St.
Boston, MA 02116
09/20/2019
8:00 – 9:00 a.m. Breakfast
9:00 – 9:15 Morning Activity
9:15 – 10:45 Selling New Products:  What Really Works
Michael J. Ahearne, University of Houston
In an era of hyper-competition, finding new sources of growth has become a strategic priority at every company. Senior managers are constantly looking for the next big thing by ensuring a steady flow of investments into research and development. But simply spending more on R&D is not enough.  Many companies have become quite good at dreaming up new-to-the-world innovations–but not very good at selling them to customers. To understand why this is so difficult, Mike Ahearne has combed academic literature, conducted numerous one-on-one interviews with senior sales/marketing leaders, and led several studies to better understand best practices in new product commercialization. He finds that successful companies approach the challenge of selling new-to-the-world products in a different way than they do existing products.  In this session, Mike will discuss these best practices that have important implications for both marketing and sales leaders.
10:45 – 11:15 Break
11:15 – 12:45 p.m. Subscription Programs and Customer Behavior
Raghuram Iyengar, University of Pennsylvania
Subscription programs such as Amazon Prime and Sephora Flash give members access to a set of exclusive benefits for a fixed fee upfront. In this session, Raghu Iyengar will discuss the causal effect of customers’ adoption of a subscription program on their subsequent purchases. Analyzing a data set of a subscription program launched by a firm in the fast-moving consumer goods industry, he shows that subscription leads to a very large persistent increase in customer purchases, with significant variation across customers. Members are more engaged with the company as they purchase more frequently and a greater variety of products. Customers experience a sunk cost fallacy and switch their purchases away from competitors to the focal company in product categories with lower switching costs. Raghu will discuss the implications for subscription businesses and customer retention.
12:45 – 1:00 Concluding Remarks

 

Hotel Accomodations

MSI has secured a block of rooms at the W Boston at a discounted rate of $359 per night for a single or double room. In order to secure a room at the group rate please book online here or contact the W at (877) 946-8357 and reference MSI Immersion Conference 2019 when booking.

Availability and the discount for rooms can only be guaranteed until Wednesday, August 21st, so please make sure to book your accommodations early.

W Boston
100 Stuart St.
Boston, MA 02116

W Hotel Boston

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