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Start Date:1/22/2020
Start Time:1:00 PM EST
Duration:60 minutes
Abstract:
Creating Boundary-Breaking Marketing-Relevant Consumer Research
Presenters: Robert Kozinets (University of Southern California), John G. Lynch, Jr. (University of Colorado), and Deborah MacInnis (University of Southern California)
This webinar will focus on helping scholars develop boundary-breaking marketing-relevant consumer research—defined as research focused on issues related to the interaction between consumers and other marketing stakeholders. This webinar seeks to remedy the problem that consumer research often fails to have broad impact on members of our own discipline, on adjacent disciplines studying related phenomena, and on relevant stakeholders who stand to benefit from the knowledge created by our rigorous research. In their forthcoming Journal of Marketing paper, the authors propose that impact is limited because consumer researchers adhere to a set of implicit boundaries or defaults regarding what we study, why we study it, and how we do so. In this webinar, we will discuss how audience members can create boundary-breaking consumer research that has impact beyond a narrow set of marketing academics. This will be an interactive session based on their forthcoming Journal of Marketing paper. Debbie, Rob, and John will relate the case studies in the article to audience members' own research problems. We will discuss strategies and tactics audience members can use to create more impactful research.
If you're already registered for the JM Webinar for Scholars (January) webcast, click below:
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Speakers
Robert Kozinets Professor of Journalism
University of Southern California
John G. Lynch, Jr. Senior Associate Dean for Faculty and Research
University of Colorado
Deborah MacInnis Professor of Marketing
University of Southern California
Christine Moorman T. Austin Finch, Sr. Professor of Business Administration, Duke University - The Fuqua School of Business
Founder, The CMO Survey
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JM Webinar for Scholars (January)
Registration Is Closed
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