914 MSI Review - Marketing Science Institute

Inside
FALL 2007
2 New Member Companies
3 Snapshot: Design Meets Marketing
12 2007 Young Scholars
M A R K E T I N G S C I E N C E I N S T I T U T E
Interview with Executive Director Russell Winer
Russell S. Winer began a two-year appointment
as MSI’s Executive Director in July. In this
role, he oversees the quality and content of
MSI-sponsored research, and facilitates the
matching of research interests between MSI’s corporate
members and academics from universities around
the world. He succeeds Dominique Hanssens of
UCLA.
Winer comes to Cambridge from New York City,
where he is the William Joyce Professor of Marketing
at the Stern School of Business, New York University.
He has also been on the faculties of Columbia and
Vanderbilt universities and the University of California
at Berkeley, and has been a visiting faculty member
at MIT, Stanford University, and Cranfield School of
Management (U.K.), among other schools.
Although he has published on a number of topics,
he is particularly interested in modeling consumer
choice, psychological aspects of price, and interactive
marketing using the new digital media.
Winer’s involvement with MSI goes back to 1992,
when he began a six-year term as an Academic Trustee.
In 2005, he authored Pricing, a research monograph
in MSI’s Relevant Knowledge series. He has also
received MSI funding for several projects.
He is the author of three books, Marketing
Management, Analysis for Marketing Planning, and
Product Management, and has written numerous
The recipient of MSI’s first Visiting Scholar
Award, Steven M. Burgess of the University
of Cape Town, will speak at MSI’s November
Trustees Meeting on “Marketing Renaissance:
How Research in Emerging Markets Advances
Marketing Science and Practice.” Using examples
from Unilever, J&J, Anglo Gold, Sahara Computers,
and other firms, Burgess will discuss the institutional
characteristics of emerging markets that often
challenge conventional wisdom about the drivers
of marketing success.
As a visiting scholar at the Kenan-Flagler Business
School, University of North Carolina, Burgess is currently
conducting research on customer segmentation
papers on topics including consumer choice, marketing
research methodology, marketing planning,
advertising, and pricing. He is past editor of the
Journal of Marketing Research and the Journal of
Interactive Marketing, the co-editor of the Review
of Marketing Science, an associate editor at the
International Journal of Research in Marketing,
and he is on the editorial boards of the Journal
of Marketing, the Journal of Marketing Research,
Marketing Science, and Marketing Letters.
He received a B.A. in economics from Union
College and an M.S. and Ph.D. in industrial
administration from Carnegie Mellon University.
Below, he discusses his views on marketing
and MSI, and his goals as executive director.
MSI: Have marketing issues changed much since
you were an Academic Trustee in the 1990s?
RW: The basic issues in marketing—what we call
the four Ps—are the same: price, communications
(promotions), distribution channels (place), and
product-related issues such as branding and design.
The big change has been the impact of technology.
This has changed the marketing manager’s job
and the nature of what is going on every day in
marketing. Feedback to managers about whether
they’re doing a good job is much quicker. Back in
MSI Visiting Scholar to Speak at Trustees Meeting
Continued on page 4 >>
in emerging markets with Jan-Benedict Steenkamp,
who is C. Knox Massey Distinguished Professor of
Marketing and a former MSI Academic Trustee.
At the University of Cape Town, Burgess is
Director of Research and Professor of Business
Administration at the Graduate School of Business.
He is also William Davidson Institute Faculty
Affiliate at the Ross School of Business, University
of Michigan. His publications include a recent
MSI working paper, “Market Orientation and
Performance at the ‘Base of the Pyramid’: The Case
of Zimbabwean Retailers” (Report No. 06-104)
with Pfavai Nyajeka. ●

New Member
Companies
Eight companies have
joined MSI’s distinguished
list of member companies
in the past year:
Applied Biosystems
Con-way Inc.
CVS/Caremark Corporation
General Electric Company
Harley-Davidson, Inc.
Symphony Technology Group
Time Warner Cable
United Parcel Service, Inc.
(UPS)
2
News
Robert D. Buzzell MSI Best Paper Award
The 2007 Robert D. Buzzell MSI Best Paper Award was awarded to the authors of two working papers:
George S. Day for “Aligning the Organization with the Market” (MSI Report No. 05-110) and Debanjan
Mitra and Peter N. Golder for “Customer Perceptions of Product Quality: A Longitudinal Study”
(MSI Report No. 05-120).
The MSI Best Paper Award was instituted in 1993 to honor the authors of the MSI working papers
that have made the most significant contribution to marketing practice and thought. It also signals the kind
of writing and research that is of lasting value to corporate marketing executives.
Hanssens Receives Churchill Lifetime Achievement Award
Dominique Hanssens, MSI’s 2005–07 Executive Director, was awarded the 2007 Gilbert A. Churchill
Award for lifetime achievement in the academic study of marketing research. The Churchill Award is
administered by the Marketing Research Special Interest Group of the American Marketing Association.
Past recipients include past MSI Executive Director Donald R. Lehmann, who was given the award
in 2005.
MSI H. Paul Root Award
Gary F. Gebhardt, Academic Trustee Gregory S. Carpenter, and John F. Sherry Jr. were chosen to receive
the 2006 MSI H. Paul Root Award for their article, “Creating a Market Orientation: A Longitudinal,
Multifirm, Grounded Analysis of Cultural Transformation,” which appeared in the Journal of Marketing
(October 2006). The article was chosen by the members of the JM editorial review board for its significant
contribution to the advancement of marketing practice. An earlier version appeared as an MSI working
paper (MSI Report No. 06-107).
MSI Researchers Win Lehmann Award
Debora Viana Thompson, Rebecca Hamilton, and Roland T. Rust were awarded the Donald R. Lehmann
Award for “Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing,” which
appeared in the Journal of Marketing Research (November 2005).
The award, named in honor of past MSI Executive Director Donald R. Lehmann, is given to the best
dissertation-based paper appearing in either the Journal of Marketing or Journal of Marketing Research. It is
administered by the Marketing Research Special Interest Group of the American Marketing Association.
The JMR paper was based on Thompson’s dissertation, which was a winner of the 2004 Alden G.
Clayton Dissertation Proposal competition, and was later published as an MSI working paper (MSI
Report No. 05-101).
Berry-AMA Book Prize Announced
The 86% Solution: How to Succeed in the Biggest Marketing Opportunity of the 21st Century by Vijay
Mahajan and Kamini Banga has been awarded the 2007 Berry-AMA Book Prize for the best book in
marketing. The book explores the opportunities offered by emerging markets, presenting techniques and
strategies to unleash new growth and profitability. It was published by Wharton School Publishing in 2006.
The Berry-AMA Book Prize, supported by the American Marketing Association Foundation, recognizes
innovative ideas with significant impact on marketing and related fields. The panel of judges, led by
MSI Executive Director Russell Winer, included Chief Marketing Officer Earl Taylor and Executive
Committee member Gordon Wyner.
M S I R E V I E W F A L L 2 0 0 7

Snapshot
Design Meets Marketing:
Service Innovation by Design
PALO ALTO, CALIFORNIA, OCTOBER 15–17, 2007
Design principles—which catalyze and shape product innovation—apply not only to
physical products, but also to services. This conference, co-chaired by Peter Lawrence of
the Corporate Design Foundation, explored how emerging developments in the use of
design and design thinking can lead to true innovation in services and customer experience.
SPEAKERS
John Barratt, Teague
Klaus Brauer, Boeing Commercial Airplanes
John Bricker, Gensler
Herman D’Hooge, Intel Corporation
Peter Dixon, Lippincott
Joe Flannery, The North Face
Kevin Giglinto, Chicago Symphony Orchestra
Lee Green, IBM Corporation
Alison Guy, McDonald’s USA
Mark Jones, IDEO
Jim Kelly, ING Direct
Robert Kozinets, York University
Dan Kraemer, IA Collaborative
Richard Neuner, Blue Cross Blue Shield
Doug Palladini, Vans, Inc.
Joann Peck, University of Wisconsin-Madison
Diego Rodriguez, IDEO and Stanford University
DISCUSSION MODERATOR
Jerry Wind, University of Pennsylvania
PANELISTS
Lee Green, IBM Corporation
Doug Palladini, Vans, Inc.
Diego Rodriguez, IDEO and Stanford University
Jeff Hartley, General Motors
Corporation, and Chris Han, Stanford
University
Jenne Meyer, Harley-
Davidson, Inc., and
speaker Robert Kozinets
Matt Alverson, IA Collaborative, and
speaker Doug Palladini
Conference co-chair Peter Lawrence
and speaker Kevin Giglinto
Speaker Klaus Brauer and
MSI Chief Marketing Officer
Earl Taylor
M S I R E V I E W F A L L 2 0 0 7 3

MSI Profile:
Russ Winer
TOP MARKETING ISSUE:
How to deal with the
new media
LAST BOOK READ:
The Coldest Winter: America
and the Korean War by David
Halberstam
LAST COUNTRY VISITED:
Vietnam
MOST INFLUENTIAL PERSON:
My wife, Toby
FAVORITE CITY:
London (if not New York)
EXTRACURRICULAR:
Golf, Boston sports teams
MOST INFLUENTIAL BOOK:
Phil Kotler’s 1971 Marketing Models
4
>> Continued from page 1
the ’60s and ’70s, it took a few months to learn
what your market shares were. Now you can learn
day by day. For better or for worse the information
is more timely, and the feedback you’re getting from
customers is much, much faster. This is, of course,
reflected in the theme of the current MSI research
priorities, “The Connected Customer.” I expect that
the impact of technology in areas such as the rapid
expansion of new digital media will also be reflected
in the next set of priorities which will be announced
in mid-2008.
The question is, how do you manage customers
who have lots of information and talk to each
other? Our conference in December (“Engaging
Communities for the Company and the Brand”)
is one manifestation of that question. At this
conference, speakers from academia and industry
will discuss both company-managed and “organic”
communities, the latter resulting from customers
themselves organizing to provide feedback to companies.
Another is our February 2008 conference
(“Leveraging Online Media and Online Marketing”).
Integrating the new media with the “old” media
(e.g., TV) will obviously be on the agenda there.
Can you discuss some current MSI
research initiatives?
I'm particularly interested in the work we’re doing
to match up researchers and companies who may be
willing to share data. It’s not a simple process. First,
we have to identify companies and data that will
provide sufficient value so that the resulting research
will actually break new ground in some area. Then
there are internal hurdles within companies to get
permission to make sensitive data available for
academic research. In a several-thousand-personnel
company, finding the appropriate person who has
access to data is complicated. And there are always
technical issues.
Despite the difficulties, I think MSI has a very
important role in helping academics gain access to
member company data and access to executives in
member companies. I’m hopeful that we will
develop some good models for this process.
Another initiative I’m excited about is our
research competition, “Marketing Strategy Meets
Wall Street.” There’s been a great response, and we
have received about 35 research proposal submissions.
A positive side effect of this initiative is that many
of the proposals are co-authored with finance and
accounting faculty members—making this initiative
truly interdisciplinary.
The Wall Street initiative is a great example of
what MSI has done well in the past: gotten out in
M S I R E V I E W F A L L 2 0 0 7
front of a topic, put our resources behind it, and
then disseminated a set of funded studies. Brand
equity, market orientation, innovation—these are
areas where MSI’s attention and support at nascent
stages essentially defined the research agenda and
then moved it forward.
The Wall St. initiative addresses the critical
question of marketing productivity. It dovetails
well with what’s going on at the CMO/CEO
level. Instead of looking at the effects of marketing
advertising on improving attitudes or repositioning,
we’re taking it to the next step—or even two steps
further—and asking, what’s it doing to our stock
price? Is it increasing shareholder wealth?
What new efforts do you plan to launch?
My major effort will be to increase MSI’s visibility
among academic institutions and researchers in the
Pacific Rim—China, Korea, Singapore, and Hong
Kong—and get more research proposals from those
institutions.
There’s been significant growth in Western
companies’ interest in doing business in the region
and an increase in the number of business schools
there. Over time, I hope to see an increase in the
number of academics doing high-quality research
and presenting it to our members. It’s going to take
a number of years, however, for many faculty in the
Pacific Rim area to consistently produce research
that meets U.S. academic standards.
MSI has a significant role to play in that we can
help improve the quality of research coming out of
those countries through our research proposal
review process. Even if proposals are not funded,
we give researchers useful feedback that ultimately
improves the work. And when proposals are funded,
a $5,000 research grant represents a lot to a
researcher in India or China or Korea.
I think MSI can have sustainable impact on
the quality of academic research in the region—
not necessarily during my two-year appointment
but over a period of five to ten years. This faculty
development process is good for the academic world
and for our member companies, since they will have
a larger set of research to draw upon. Our MSI
trustees are interested in the best work, not limited
to the best American or best European work. How
is consumer behavior or brand loyalty different in
some of these countries? What are the differences in
the decision-making process of B-to-B customers?
How does this affect distribution channels?
Certain issues may be the same whether you're
in China or in the U.S.—how to price a product
appropriately, how to communicate that to customers,

how to structure your sales force. But the execution
may be quite different because of institutional differences
or governmental restrictions. How do you
do these things in a communist economy?
I will present the “MSI story” at a major conference
in Shanghai in March and I hope to generate
interest and questions about MSI. The downside
is that we could then be overrun with research
proposals—but that’s not a bad problem to have.
At some point, I would like MSI to have a cadre
of “ambassadors” in these Pacific Rim countries to
help further our research mission and, at some
point, also develop relations with companies.
What are your overall impressions of MSI after
a few months as executive director?
The leadership of the institution is strong. It’s
gratifying to see that many companies have been
with MSI for a number of years, and that we’re
reaching out to new companies. I think that the
health of the organization has never been better in
terms of the number of member firms and those
that want to join.
I’m excited to be here. The two biggest influences
on my career are past MSI executive directors:
Rick Staelin, who was my thesis advisor, and Don
Lehmann, who was a colleague in my first job at
Columbia. So it almost seems like destiny that I
become the executive director at some point! MSI
has had so many great people involved. This is a
great job. A lot of people think it’s the best job in
academia. ●
Snapshot
CMO Summit:
Driving Customer-Focused Growth
EVANSTON, ILLINOIS, SEPTEMBER 19–21, 2007
The sixth CMO Summit, co-hosted by MSI, McKinsey & Company, and
Northwestern University, addressed the broad and complex challenges
of driving customer-focused growth throughout the firm while expanding
marketing’s role within the firm.
Conference co-chair Gregory S. Carpenter,
Northwestern University, and discussion moderator
and past MSI Executive Director Donald Lehmann,
Columbia University
David Ricanati, American Greetings
Corporation, and Joan Gulley, The PNC
Financial Services Group, Inc.
Speaker Tom French,
McKinsey & Company
Speaker Philip Kotler,
Northwestern University
M S I R E V I E W F A L L 2 0 0 7 5

Speaker Rajendra Srivastava, Sean Bauld, Reuters, speaker
Robert Leone, and discussion moderator V. Kumar
6
Snapshot
Marketing Metrics and Financial Performance
BOSTON, MASSACHUSETTS, DECEMBER 6–8, 2006
Do increases in sales always correspond to increases in brand equity or in customer
equity? How do customer metrics relate to business performance? This conference
explored questions that emerge with the development of new marketing metrics and
an abundance of good customer and marketing data.
SPEAKERS
Stoddard Crane, Darden Restaurants, Inc.
Martyn J. Crook, General Mills, Inc.
Mike Duffy, ACNielsen Advisory Services
Carl T. Finkbeiner, TNS North America
Lisa Gudding, GfK Custom Research Inc.
Robert Leone, Ohio State University
Prasad A. Naik, University of California, Davis
Nancy Patton, Custom Strategies LLC, representing U.S. Bancorp
Randle D. Raggio, Louisiana State University
John Roberts, Australian Graduate School of Management
and London Business School
Bernd Skiera, University of Frankfurt
Rajendra Srivastava, Emory University
Daniel W. Thorpe, Wachovia Bank
Jenny van Doorn, University of Groningen
DISCUSSION MODERATORS
V. Kumar, University of Connecticut
Donald Lehmann, Columbia University
David J. Reibstein, University of Pennsylvania
Gerald Lopez, Rohm and Haas Company, and
speaker Lisa Gudding
M S I R E V I E W F A L L 2 0 0 7
Speaker Daniel Thorpe
Discussion moderator and past MSI
Executive Director David Reibstein,
Heidelore I. Rowan, DuPont
Company, and Emina Hrustic,
Young & Rubicam Inc.

Snapshot
Board of Trustees Meeting
Challenging Unconventional (and
Conventional) Wisdom
BOSTON, MASSACHUSETTS, APRIL 12–13, 2007
Has the death of broadcast and print media been greatly exaggerated? Has time
run out for the middle as markets morph into high- and low-end hour-glasses? Leading
thinkers from business and academia examined these and other examples of unconventional
(and conventional) marketing wisdom.
SPEAKERS
Lyn Benton, Benton Consulting
Bart J. Bronnenberg, UCLA
Michael Duffy, The Nielsen Company
Anita Elberse, Harvard Business School
Dominique Hanssens, UCLA and MSI
Scott McDonald, Condé Nast Publications, Inc.
David Poltrack, CBS Corporation
Mohanbir Sawhney, Northwestern University
Hans-Willi Schroiff, Henkel KGaA
V. Seenu Srinivasan, Stanford University
Gordon A. Wyner, Millward Brown, Inc.
DISCUSSION GROUP LEADERS
Patrick Barwise, London Business School
Rohit Deshpandé, Harvard Business School
Punam Anand Keller, Dartmouth College
Jay Moore, General Electric Company
Russell Winer, New York University
Discussion group leader Jay Moore, speaker
and MSI Executive Committee member Hans-
Willi Schroiff, and Susan Stoev, Eastman
Kodak Company
Discussion group
leader Punam
Anand Keller
Maarten Schellekens, McKinsey & Company,
and speaker Anita Elberse
MSI Distinguished Research Associate Alvin
J. Silk, Harvard Business School, and John D.
C. Little, Massachusetts Institute of Technology
Henryka Komanska, Colgate-
Palmolive Company
Speakers V. Seenu Srinivasan
and Gordon Wyner, MSI
Executive Committee member
MSI Executive Committee member Jim
Figura, Colgate-Palmolive Company,
Richard Hodges, L.L. Bean, Inc., and
speaker Michael Duffy
M S I R E V I E W F A L L 2 0 0 7 7

Speaker Vivian Callaway
8
Snapshot
William Sidwell, Hewlett-Packard Company,
and Donna MacFarland, Vanguard Group
Creating and Cultivating Brand Connections
MINNEAPOLIS, MINNESOTA, JUNE 6–8, 2007
Co-sponsored with the Institute for Research in Marketing at the Carlson School of
Management, University of Minnesota, this conference explored the challenges of managing
brands in an environment where rapid changes in communications technology
and globalization of markets are creating communities of connected customers.
SPEAKERS
Rohini Ahluwalia, University of Minnesota
Rajeev Batra, University of Michigan
Vivian Callaway, General Mills, Inc.
Giana M. Eckhardt, Suffolk University
Pam Forbus, Frito-Lay, Inc.
Dominique Hanssens, UCLA and MSI
Kevin Lane Keller, Dartmouth College
Anca Cristina Micu, Sacred Heart University
Kim Olson, Carlson Companies
C. Whan Park, University of Southern California
Akshay R. Rao, University of Minnesota
Lopo L. Rego, University of Iowa
Baba Shiv, Stanford University
Lance Thornswood, Target Corporation
DISCUSSION MODERATORS
Mark Bergen, University of Minnesota
Rajesh Chandy, University of Minnesota
George John, University of Minnesota
Barbara Loken, University of Minnesota
Om Narasimhan, University of Minnesota
Baba Shiv, Stanford University
PANELISTS
Diane Harper, Kraft Foods, Inc.
James Henney, Wells Fargo & Company
David Krajicek, GfK
M S I R E V I E W F A L L 2 0 0 7
Conference co-chair and
speaker Akshay Rao,
and speaker Dominique
Hanssens, 2005-07 MSI
Executive Director
Discussion moderator George John and
speaker Kevin Lane Keller
Stan Joosten, Procter &
Gamble Company

Snapshot
Accelerating Market Acceptance
in a Networked World
LOS ANGELES, CALIFORNIA, MARCH 14–16, 2007
How can marketers conceptualize, implement, and measure marketing efforts in
an environment mediated by social networks and peer-to-peer communication? This
conference, co-sponsored with the Center for Global Innovation at the University of
Southern California’s Marshall School of Business, offered business and academic
perspectives as well as a pre-conference program on new analytical developments.
SPEAKERS
Barry L. Bayus, University of North Carolina
Pete Blackshaw, Nielsen BuzzMetrics
Rosanna Garcia, Northeastern University
Shawndra Hill, University of Pennsylvania and
AT&T Laboratories
Yansong Hu, University College Dublin
John Lynch, Duke University
Puneet Manchanda, University of Chicago
Kevin McCarthy, Procter & Gamble Tremor
David Midgley, INSEAD
Patrick Moriarty, OTX
Elizabeth Noonan, Eastman Kodak Company
Glen Schmidt, University of Utah
Stefan Stremersch, Erasmus University
Gerard J. Tellis, University of Southern California
Demetrios Vakratsas, McGill University
Christophe Van den Bulte, University of Pennsylvania
DISCUSSION MODERATORS
Barry Bayus, University of North Carolina
Dawn Iacobucci, University of Pennsylvania
David Midgley, INSEAD
Stefan Stremersch, Erasmus University
Gregory Alley, Harley-Davidson, and
Maria Kratcholova, McGill University
Speakers Shawndra Hill
and Pete Blackshaw
Suzan Burton, Macquarie
University, and Maryann Beebe,
Merck & Company
Conference co-chair Gerard Tellis and
Bernarde Duesenberg, Mars, Inc.
Speaker John Lynch and
Pat Crane, Eastman
Kodak Company
M S I R E V I E W F A L L 2 0 0 7 9

Panelist Martin Campiche, speaker Jutta Menninger, and Bruno Horst, University
of Applied Science & Technology
1 0
Snapshot
Managing Customers vs. Managing Brands:
Striking the Balance
FONTAINEBLEAU, FRANCE, MAY 3–4, 2007
One business might rely predominantly on brand building and brand management;
another might focus exclusively on managing its customer base. Most businesses use
a combination of both approaches when they go to market. This conference offered
a better understanding of how these two approaches are linked.
SPEAKERS
Frédéric Dalsace, HEC School of Management
Dieter Ebbers, Henkel KGaA
Mark Grether, United Internet AG
Jutta Menninger, PricewaterhouseCoopers AG
Werner Reinartz, INSEAD
Roland Rust, University of Maryland
Hans-Willi Schroiff, Henkel KGaA
Peter Verhoef, University of Groningen
Gabriele Zedlmayer, Hewlett-Packard Company
DISCUSSION MODERATORS
Markus Christen, INSEAD
Oliver Heil, Universitat Mainz
Russell S. Winer, New York University
PANELISTS
Martin Campiche, General Electric Company
Olga Prosetskaya, Campbell Soup Company
Roger Sant, Millward Brown
M S I R E V I E W F A L L 2 0 0 7
Speaker Roland Rust, Clara Agustin, Instituto de Empresa,
and Oliver Götz, Institut fur Marketing
Discussion moderator
Russell S. Winer, MSI
2007-09 Executive
Director, Gilles Laurent,
Groupe HEC, and
Richard Low, Eli Lilly
and Company

Snapshot
Board of Trustees Meeting
Beyond Marketing Mix: Making Marketing
More Effective
SAN FRANCISCO, CALIFORNIA, NOVEMBER 9–11, 2006
Channel proliferation and media fragmentation have complicated the marketing mix.
Further, with 80% of the U.S. economy now in the service sector, employees have
become a significant component of firms’ marketing assets. This conference looked
at how firms can move beyond traditional marketing mix models and management
practices to operate more effectively in this environment.
SPEAKERS
Pablo Azar, Allstate Insurance Company
Randolph E. Bucklin, UCLA
John Deighton, Harvard Business School
Alison Lewis, The Coca-Cola Company
James Mendelsohn, Capital One Financial Services, Inc.
Ann Miller, Amgen Inc.
Sylvia Reynolds, Wells Fargo & Company
Venkatesh Shankar, Texas A&M University
DISCUSSION FACILITATORS
Ruth Bolton, Arizona State University
John Hauser, MIT
Dominique Hanssens, UCLA and MSI
Donald Lehmann, Columbia University
Earl Taylor, MSI
Gerard J. Tellis, University of Southern California
PANELISTS
James Figura, Colgate-Palmolive Company
Michele Madansky, Yahoo! Inc.
Nicole O’Rourke, Aetna Inc.
Sudeep Haldar,
Kraft Foods, Inc.,
and Douglas Smith,
IBM Corporation
Mary Ellen Muckerman, Condé
Nast Publications, Inc.
Speaker James
Mendelsohn
Stuart Sheldon, The Coca-Cola Company,
Jan-Benedict Steenkamp, University of
North Carolina, and Valarie Zeithaml,
University of North Carolina
Raimund Wildner, GfK Nuernberg, Tony Siesfeld,
Monitor Group, and Ian Turvill, Fair Isaac Corporation
M S I R E V I E W F A L L 2 0 0 7 1 1

Snapshot
Young Scholar Program
PARK CITY, UTAH, JANUARY 4–7, 2007
The biennial Young Scholar Program brings together scholars
in marketing whose work suggests they are potential leaders
of the “next generation” of marketing academics. Co-chaired
by Gavan Fitzsimons, Duke University, and Duncan Simester,
MIT, the meeting was designed to facilitate the exploration
of research opportunities and to encourage future research
collaboration.
2007 YOUNG SCHOLARS
Affiliations at time of selection
Eduardo Andrade, University of California, Berkeley
Jennifer Argo, University of Alberta
Tamar Avnet, Yeshiva University
Amitav Chakravarti, New York University
Sucharita Chandran, Boston University
Allan (Haipeng) Chen, University of Miami
Tim Gilbride, Notre Dame University
Rebecca Hamilton, University of Maryland
Karsten Hansen, Northwestern University
Justin Kruger, New York University
Aparna Labroo, University of Chicago
Michael V. Lewis, University of Florida
Yong Liu, University of Arizona
Dina Mayzlin, Yale University
Pete McGraw, University of Colorado
MSI Member Companies
Young Scholars
2007
Andrea Morales, Arizona State University
Om Narasimhan, University of Minnesota
Dhananjay Nayakankuppam, University of Iowa
Nathan Novemsky, Yale University
Robert W. Palmatier, University of Cincinnati
Young-Hoon Park, Cornell University
Suresh Ramanathan, University of Chicago
Vishal Singh, New York University/Carnegie Mellon University
Catarina Sismeiro, Imperial College
Rebecca Slotegraaf, University of Indiana
Raji Srinivasan, University of Texas at Austin
Olivier Toubia, Columbia University
Stefan Wuyts, Tilburg University
Catherine Yeung, National University of Singapore
Rui (Juliet) Zhu, University of British Columbia
Aetna Inc. • Allstate Insurance Company • Amgen Inc. • Applied Biosystems • AT&T Inc. • Bank of America •
Bayer HealthCare LLC • Bristol-Myers Squibb Company • Campbell Soup Company • Capital One Financial
Corporation • Carlson Companies • CBS Corporation • Chevron Corporation • Cisco Systems, Inc. •
Citigroup Inc. • The Clorox Company • The Coca-Cola Company • Colgate-Palmolive Company • Condé Nast
Publications, Inc. • Con-way Inc. • CVS/Caremark Corporation • Darden Restaurants, Inc. • Diageo Plc •
DuPont Company • Eastman Kodak Company • Eli Lilly and Company • Fair Isaac Corporation • Ford Motor
Company • General Electric Company • General Mills, Inc. • General Motors Corporation • GfK Group •
Harley-Davidson, Inc. • Henkel KGaA • Hewlett-Packard Company • IBM Corporation • ING US Financial
Services • Intel Corporation • Ipsos • Johnson & Johnson • Kraft Foods, Inc. • L.L. Bean, Inc. • McDonald’s
Corporation • McKinsey & Company • Merck & Company, Inc. • Miller Brewing Company • Monitor Group •
Nestlé USA • The Nielsen Company • Nielsen Media Research • Oliver Wyman • PepsiCo, Inc. • The PNC
Financial Services Group, Inc. • Praxair, Inc. • The Procter & Gamble Company • Rohm and Haas Company •
Royal Philips Electronics • Symphony Technology Group • TD Ameritrade • Time Inc. • Time Warner Cable •
TNS • Unilever • United Parcel Service, Inc. (UPS) • The Vanguard Group • VF Corporation • VISA
International • Wachovia Corporation • Wells Fargo & Company • WPP Group PLC • Yahoo! Inc.
Marketing Science Institute
1000 Massachusetts Avenue
Cambridge, MA 02138 USA
(617) 491–2060
fax: (617) 491–2065
www.msi.org
msi@msi.org
Marni Zea Clippinger
Chief Operating Officer
mclippinger@msi.org
Earl L. Taylor
Chief Marketing Officer
etaylor@msi.org
Russell S. Winer
Executive Director
William Joyce Professor of Marketing,
New York University
rwiner@msi.org
Kimberly Hellmuth
Administrative Assistant, Research,
Member Services, and Publications
khellmuth@msi.org
Susan Keane
Editorial Director
skeane@msi.org
Brian Kostantin
Director of Finance and Administration
bkostantin@msi.org
Donna Peck
Conference Director
dpeck@msi.org
Michele K. Rainforth
Systems and Member Services Director
mrainforth@msi.org
Ross Rizley
Research Director
rizley@msi.org
Josiah Spurr
Administrative Assistant,
Conferences and Systems
jspurr@msi.org
The MSI Review is sent to members
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addressed to Susan Keane, Editor.