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

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. Dina Mayzlin, University of Southern California
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 and Dinner in Boston
Location to be announced
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

 

Speakers

Michael J. Ahearne

University of Houston

View Bio

Raghuram Iyengar

University of Pennsylvania

View Bio

Dina Mayzlin

University of Southern California

View Bio

Jeffrey Parker

University of Illinois at Chicago

View Bio

Claudia Townsend

University of Miami

Michael J. Ahearne

Michael Ahearne is Professor of Marketing and C.T. Bauer Chair in Marketing at the University of Houston. He is also Research Director of the Sales Excellence Institute.

Mike's research has primarily focused on improving the performance of salespeople and sales organizations. He has published over 50 articles in leading journals such as Journal of Marketing, Journal of Marketing Research, Management Science, Strategic Management Journal, Journal of Applied Psychology, and Organizational Behavior and Human Decision Processes. Mike was recently recognized by the American Marketing Association as one of the 10 most research productive scholars in the field of marketing. His research has been profiled in the Wall Street Journal, Business 2.0, Business Investors Daily, Forbes, Fortune, INC Magazine and many other news outlets.

Mike's book Selling Today: Partnering to Create Customer Value is the highest grossing professional selling textbook in the world, with copies being distributed in over forty countries. Paired with the many teaching awards he has won at the MBA and undergraduate levels in Sales, Sales Management, and Key Account Management, Mike has a proven track record of excellence when it comes to disseminating knowledge in his field. He has consulted with over 200 companies in industries such as insurance, health care, consumer packaged goods, technology and transportation. Mike was recently honored as the inaugural winner of the Sales Education Foundation Research Dissemination Award for the impact of his research on business practice.

Before entering academia, Mike played professional baseball for the Montreal Expos and worked in marketing research and sales operations for Eli Lilly and PCS Healthcare. He actively consults in many industries including insurance, health care, consumer packaged goods, energy, technology and transportation.

Raghuram Iyengar

Raghuram Iyengar is Miers-Busch, W’1885 Professor, Professor of marketing at the Wharton School and faculty director of Wharton Customer Analytics, the world’s preeminent academic research center focusing on the practice of data-driven business decision making. Raghu’s research interests are in the area of pricing and social networks, and his teaching interests are in market research and analytics. In the area of pricing, his work focuses on the impact of multi-part pricing schemes on consumer response.

Raghu has an undergraduate degree in engineering from I.I.T. Kanpur, India and a PhD in marketing from Columbia University. His research has been published in Journal of Marketing Research, Journal of Consumer Research, and Marketing Science.

Dina Mayzlin

Dina Mayzlin is Professor of Marketing and Associate Dean of PhD Programs at University of Southern California’s Marshall School of Business. Her primary line of research explores the firm's management of social interactions among consumers.  Professor Mayzlin’s research has won a number of awards, including the John D.C. Little Best Paper Award, the INFORMS Society for Marketing Science Long Term Impact Award (three times), the O’Dell Long Term Impact Award, the Frank M. Bass Outstanding Dissertation Award, the John A. Howard/AMA Doctoral Dissertation Award, and the USC Marshall School of Business Dean’s Award for Research Impact.  She is an Associate Editor for Marketing Science and Journal of Marketing Research, and serves on the boards of Marketing Letters and the International Journal of Research in Marketing.  Prior to coming to USC, Professor Mayzlin was an Associate Professor of Marketing at the Yale School of Management.  She received both her undergraduate and her graduate degrees at MIT.

Jeffrey Parker

Jeffrey Parker is Associate Professor in the University of Illinois at Chicago’s Department of Managerial Studies. He earned his Ph.D. in marketing with a focus on consumer behavior from Columbia University in 2011. His research spans many theoretical domains—including mental representations, causal judgments, mental accounting, decision comfort, disadoption, and choice architecture—as well as substantive topics—including food choices, persistence, and brand attitudes. His work has been published in top consumer behavior (Journal of Consumer Research), marketing (Journal of Marketing Research, Journal of the Academy of Marketing Science, and Journal of Retailing), and psychology (Psychological Science and Journal of Experimental Psychology: General) journals. He has taught at the undergraduate, masters, and Ph.D. levels, and his courses have covered the topics of systematic creativity, consumer behavior, and marketing research. Prior to beginning his Ph.D. program, Jeff worked as a corporate trainer for Qdoba Mexican Eats and served in the United States Air Force.

 

Claudia Townsend

Accommodation

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

Join the MSI mailing list

Stay informed of the latest research and events