Digital Era
Introduction
Communication and Branding in a Digital Era, A research competition sponsored by the Marketing Science Institute; Deadline 28 Mar 2011
: : : Posting
: : award
NEW MSI RESEARCH COMPETITION
CALL FOR PROPOSALS ON COMMUNICATION AND BRANDING IN A DIGITAL ERA
To stimulate new thinking, the Marketing Science Institute (MSI) is sponsoring a research competition on challenges of evolving marketing communications. We anticipate awarding 8-10 research grants ranging from $3,000-$20,000 to support high-quality empirical research on critical questions in this area.
Management of marketing communications is critical for firms today due to the proliferation of media and channels (including social media) as well as an erosion of traditional business models and cost structures (e.g., for advertising). Research is needed to provide insights on how to manage an expanded marketing communications mix that includes multiple media and channels, rich marketing communications (including social media), and targetable messages.
Research proposals must address a novel problem within the realm of marketing communications and branding, with a balance of rigor and relevance. Topics appropriate for the research competition include (but are not limited to) the various impacts of new media/social media on marketing communications effectiveness and the appropriate allocation of resources, and the effects of a transformed marketplace on brands: A detailed list of topics of interest is available on the MSI website at .
Proposals are encouraged to draw upon diverse theoretical perspectives and methodologies. Studies may be conceptual or empirical; and they may involve combinations of methodological approaches including literature reviews, comparative studies, observational and ethnographic studies, naturalistic, laboratory, or field experiments, and so forth. They may provide insights regarding customers, firms, markets, or contributions of marketing to organizational performance, consumer or societal welfare
A panel of expert reviewers will evaluate submissions: Sunil Gupta, Harvard University (Chair), Rajeev Batra, University of Michigan, Susan Broniarczyk, University of Texas, Peter Danaher, University of Melbourne, Jacob Goldenberg, Hebrew University of Jerusalem, Donna L. Hoffman, University of California Riverside, Robert V. Kozinets, York University, Cornelia (Connie) Pechmann, University of California Irvine, and F. G. M. (Rik) Pieters, Tilburg University. Funding decisions will also be guided by an advisory committee of industry experts.
Proposals must be received by March 28. Funding decisions will be announced by May 31.
Details are available on the MSI website at