Webinars
MSI Webinar: Antecedents and Consequences of an Inclusive Brand Marketing Strategy
In recent years, marketers have expressed heightened motivation to expand the diversity, equity, and inclusion of underrepresented and marginalized people in their marketplace actions. In addition to spurring enhanced feelings of equality, respect, acceptance, belongingness, and empowerment among underrepresented and marginalized consumers, marketplace inclusion can materially change consumers’ purchase probability and willingness to recommend products and services. During this webinar, professors Dionne Nickerson and Sundar Bharadwaj will present their research, which draws from over thirty interviews with marketing practitioners to define what it means to be an inclusive brand and identify challenges, enablers, and business practices associated with an inclusive brand marketing strategy. They will discuss the implications of inclusive brand marketplace practices and the impact of such practices on various marketing outcomes.
speakers
Sundar Bharadwaj is the Coca Cola Chair Professor of Marketing at the Terry College of Business, University of Georgia and Senior Research Fellow at the Indian School of Business. He is also a Research Fellow at the Institute for the Study of Business Markets and at the Earl V. Synder Innovation Management Center, Syracuse University. He has served on the tenure track or held visiting faculty positions at Emory University, the Wharton School at the University of Pennsylvania, the Indian School of Business and HEC(Paris). Sundar’s research focuses on business problems relating to current and long-term returns and risks to marketing investments in brands, customers, innovation, and marketing strategy. He also researches the societal role and impact of marketing. He teaches in the MBA, Executive MBA, and doctoral programs. He has held brand management and sales management positions in multinational corporations where he developed branding strategies and channel strategies for new and existing products.