Marketing Science Institute (MSI) confirms CSI’s research focus

By Irene Haukås Moe

10 June 2016 09:41

(updated: 25 August 2016 09:45)

Marketing Science Institute (MSI) confirms CSI’s research focus

Marketing Science Institute just released the report “2016-2018 Research Priorities”. One of the five defined research topics is directly linked to CSIs research focus on innovation and design.

Today (June 6th) Marketing Science Institute (MSI)*) released the report “2016-2018 Research Priorities”. One of the five defined research topics “Innovation, design, and strategy in an age of disruption” is directly linked to Center for Service Innovation's (CSI) research focus on innovation and design. See http://www.msi.org/research/2016-2018-research-priorities/ for more details pertaining to MSI’s research priorities.

“This confirms that CSI’s research is both relevant and interesting and proves that CSI together with partners, advisory board, and researchers, is in an excellent position to be in the forefront. Our research focus will contribute to the development of new insight pertaining to design thinking and innovation on the international arena” says professor and Director of CSI, Tor W. Andreassen.

Since the updating of CSI’s research agenda in 2014, turbo charged by input from Norwegian Research Council’s expert panel, and pinpointed by CSI’s advisory board fall 2015, CSI has gravitated toward a focused research profile: “Insight-driven Service Design and Innovation”.

The motivation is simple: Technology drives innovations and generates vast amount of data. But what to innovate and how to increase customer value added comes from a deep insight into consumer behavior and decision making. We see insight coming from three main sources:

  • Big data and analytics combined with experiments.
  • Organizational culture emphasizing listening to customer voice.
  • Virtual reality and measuring responses to manipulations in constructed environments.

MSI’s motivation for identifying “Innovation, design, and strategy in an age of disruption” as a top research area, is:

“Given the disruption and change in marketing and in markets, members placed significant emphasis on the topics of innovation, design, and strategy. In particular, new knowledge and new models are needed in the area of innovation: designing, developing, and bringing new products, services, and experiences to market. In addition, members are seeking new approaches to enable them to forecast, identify, and respond to market disruption.”

Marketing Science Institute

Founded in 1961, the Marketing Science Institute is a nonprofit, membership-based organization dedicated to bridging the gap between academic marketing theory and business practice.

MSI is unique as the only research-based organization with an expansive network of practically-minded marketing academics from the best business schools all over the world as well as thoughtful practitioners from 70+ leading companies.

The MSI mission is to bring the best of science to the complex world of marketing. Through high-quality events and activities, cutting-edge content and publications, and productive networking opportunities, MSI members stay on the forefront of marketing thought and practice.

MSI is an indispensable means to enhance professional development and improve marketing decision making for each of its members and member organizations.