2018 Marketing Camp

The Wisconsin School of Business’ Marketing Department hosts an annual Marketing Camp that invites guest speakers from all around the globe to present their research. The objective of the Camp is to network, share research, studies, and findings regarding the ever-changing marketing landscape. The marketing landscape is continuously evolving due to technological advancements and the multifaceted human population. We believe that in this day and age marketing research has never been more imperative. The focus of our marketing research is to help us gain key insights on marketing analytics and big data, consumer culture theory, and consumer behavior. A big part of this research involves bringing in new ideas from our fellow peers in the world of academia. As such, we have invited these four guest speakers below to share with us some of the research that they have been working on.

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Zeynep Arsel, Professor, John Molson School of Business, Concordia University

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Professor Zeynep Arsel is the Concordia University Research Chair in Consumption and Markets at John Molson School of Business. She is a recipient of the Petro Canada Young Innovator Award and the Sidney J. Levy Award. Her research focuses on consumption with a sociological, anthropological and historical focus. She has published high impact articles in the Journal of Consumer Research and Journal of Marketing, is Associate Editor for Journal of Consumer Research and Consumption Markets and Culture, and is the co-editor of Taste, Consumption and Markets (Routledge). Arsel’s work has been funded by SSHRC, FQRSC, Association for Consumer Research, Marketing Science Institute, and has been featured in mass media outlets including the Wall Street Journal, Harper’s Magazine, Globe and Mail, WIRED, Psychology Today, Montreal Gazette, Vancouver Sun, Ottawa Citizen, Le Devoir, L’Actualite, La Presse, and numerous blogs.

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Kusum Ailawadi, Professor, Tuck School of Business, Dartmouth College

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Kusum received her PhD from the University of Virginia and taught at the Darden School at the University of Virginia and the Wallace E. Carroll School of Management at Boston College before joining Tuck in 1993. Before entering the PhD program, she worked in marketing management for Computer Maintenance Corporation (CMC) Ltd. in India. Her work has been honored for excellence in collaborative research between academics and practitioners, and for outstanding application of marketing science methods to practice. She has examined the effectiveness of policy changes by packaged goods manufacturers like Procter & Gamble, assessed the profit impact of the strategies of retailers like Hannaford and CVS, and studied the reaction of incumbent retailers to a major entrant like Wal-Mart. She is a recipient of best paper awards from top marketing journals like Journal of Marketing, Marketing Science, and Journal of Retailing; the winner of the Marketing Science Institute/Journal of Marketing Research competition for academic-practitioner collaborative research; and a finalist for multiple awards from the Journal of Marketing Research as well as the ISMS Practice Prize.  Recently, her Journal of Marketing paper on store brands and store loyalty was selected as one of the 50 best papers of 2008 published in all management journals. Besides publishing extensively in the top academic journals, she has written for the Wall Street Journal, US News and World Report, the CMO Strategy Forum at Advertising Age, and the Harvard Business Reviewamong others.

Kusum is an associate editor for two major marketing journals – Journal of Marketing and International Journal of Research in Marketing – and on the editorial boards of several others, including the Journal of Marketing Research, Journal of Retailing, and Marketing Science.  She serves on the board of trustees of Southern New Hampshire University and as an academic trustee of the Marketing Science Institute and AiMark, organizations in the US and Europe respectively that brings together academics, senior practitioners, and data providers to facilitate research and idea exchange.

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Stijn Van Osselaer, Professor, Cornell SC Johnson College of Business, Cornell University

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At Johnson, Professor van Osselaer teaches the core marketing course. He previously taught at the University of Chicago's Booth School of Business, London Business School, and Rotterdam School of Management. In 2012-2013, he was a visiting research scholar at the University of Colorado's Leeds School of Business. In 2015, Professor van Osselaer served as the president of the Society for Consumer Psychology. He has also co-chaired the 2010 annual conference of the Association for Consumer Research (ACR) and served as a member of this organization's board of directors.

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Chris Moorman, Professor, Fuqua School of Business, Duke University

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