"If we knew what it was we were doing, it would not be called research, would it?"
The Institute for Research in Marketing is proud to have a prestigious group of board members representing some of the greatest brands across many key industries in America. These brands represent billions of dollars of brand equity, enabling our board member organizations to sustain competitive advantage and leadership in their respective industries.
One common asset shared by these great companies is innovative, marketing research-based cultures. They have built sustainable brand equity through a deep understanding of the unique brand associations in their customers' minds.
Linking our extraordinary academic research professors with our Institute board members has long been the goal of the Institute and a success for those involved. As one historical example illustrates, Professors Deborah Roedder John and Barbara Loken, along with their co-authors and support from Institute board members, explored the significance and importance of relationships between brand associations in developing brand equity in their classic Journal of Marketing Research article in November 2006:
"Understanding brand equity involves identifying the network of strong, favorable, and unique brand associations in memory. This article introduces a methodology, Brand Concept Maps, for eliciting brand association networks (maps) from consumers and aggregating individual maps into a consensus map of the brand. Consensus brand maps include the core brand associations that define the brand's image and show which brand associations are linked directly to the brand, which associations are linked indirectly to the brand, and which associations are grouped together."
Our board is our strength and provides a conduit between their corporate research needs and our faculty.
Our Vision and Mission for the Institute Board continues to be the following:
The Institute for Research in Marketing leverages the expertise of the Carlson School's world class marketing faculty and an advisory board of practitioners from leading corporations to foster rigorous and relevant research that improves the science and practice of marketing.
Through its many initiatives, the Institute provides a forum for dialogue among marketing scholars, industry practitioners, policymakers, and students.
Fostering joint research projects that deliver value to our practitioner Institute partners and our faculty should be our long-term goal.
Our marketing professors continue to be extremely productive in their research, which is reported on a worldwide basis with the help of the Institute. This coverage enhances the brand image of each faculty member, our corporate members, and the name of the Carlson School of Management and the Carlson Marketing Department.
This faculty research is regularly updated on our Institute website and is more accessible due to enhanced search capabilities on the publications page. Another improvement is the expertise page, which is categorized by topical areas, making it easy to search for faculty expertise. This progress is due to Institute Program Coordinator Ashley Dziuk's efforts to provide greater access to and awareness of our faculty research.
In the past six months, our faculty research has received outstanding media exposure in the following:
| The Baltimore Sun
The Miami Herald
The Seattle Times
United Press International
Wall Street Journal
WCCO CBS Minnesota
Additional and international media exposure include:
Detik Health (Indonesia)
The Dallas Morning News
The Economic Times
The Globe and Mail
The Indian Express
yee yan magazine
Our faculty has also been recognized in the past six months with the following awards:
Professor George John and co-author Mrinal Ghosh (University of Arizona) have been awarded the 2013 Louis W. Stern Award by the American Marketing Association Foundation (AMAF).
The award recognizes an outstanding article in a widely recognized and highly respected refereed journal which has made a significant contribution to the literature on marketing and channels distribution.
Associate Professor Vladas Griskevicius was awarded the Early Career Award from the Society for Consumer Psychology (SCP).
This award is given to honor a psychologist who is no more than
eight years post-PhD who has made significant scientific contributions
to consumer psychology. Griskevicius was presented the award at the SCP
conference in San Antonio in early March.
In closing, our faculty continues to advance the practice of marketing in the context of a global economy with increasing technological and social change. To do this, the Carlson School must be a leader in the development of knowledge valued by the marketing profession and in the dissemination of this knowledge to students, practitioners, and academia.
Thank you to all of our faculty and Institute members for their dedication, continued support, and engagement. Continued best wishes and success to you in 2013!!