Brand extensions are big business, and Professor Rohini Ahluwalia has found a key driver to successful brand stretch: self-construal. Her research is forthcoming in the Journal of Marketing Research.
To read Professor Chandy's new paper "Managing the Future: CEO Attention and Innovation Outcomes," published in the Journal of Marketing, click here.
In June 2006, the Institute for Research in Marketing funded seven marketing-focused research projects in response to its first-ever call for proposals. The institute encourages research in marketing from a variety of perspectives and disciplines.
Om Narasimhan's focus has been on a rigorous research response to novel questions and has been fueled by a growing interest in incorporating behavioral phenomena in quantitative models. Click here to read more about his recent research.
“The partnership between General Mills and the Carlson School has given us both a competitive advantage,” says Gayle Fuguitt, vice president of consumer insights, General Mills, and past member of the Institute for Research in Marketing's advisory board. “General Mills and the Carlson School have built on each other’s excellence,” Fuguitt expands. “We’re both world-renowned organizations who have created tremendous opportunities for each other.”
To find out more about the institute and its current initiatives, click here for the latest issue of our newsletter.
Deborah Roedder John is one of a small group of leading researchers who are exploring global branding. Click here to read more about her recent research.
Professors Akshay R. Rao and Robert Ruekert research the signals that consumers receive when firms enter into co-branding agreements. Their work is the most widely cited in the field.
Clicking on the title of each journal will bring you to a list of all articles published by current Carlson School marketing department faculty in that publication. All underlined names and titles are links to full-text of the article or more information on the author.
