Robert J. Trulaske Sr., College of Business, University of Missouri

Mizzou Business News

Inaugural Marketing Strategy Consortium brings together top researchers, emerging scholars

Thought leaders and emerging scholars from around the world gathered at the Trulaske College of Business for an enriching two days of collaborative learning and innovation. The inaugural Marketing Strategy Consortium brought together 44 fellows representing six countries, as well as doctoral faculty and researchers from leading universities from across North America and Europe.

 “This is the most important thing that’s happened in marketing strategy in 30 years,” University of Texas at Austin professor Leigh McAlister said. “We have a great community and we’re coming together to figure out which next, most important questions we need to answer to help businesses solve customer problems.”

This consortium was really the first of its kind in the marketing strategy world. Not only did the consortium program include insightful talks from experienced marketing faculty, it was an agent for promoting research from the field’s up-and-coming scholars. Veteran marketing faculty, doctoral students and young scholars in marketing strategy shared the same space, providing mentorship and exchanging ideas.

“This initiative is such a great opportunity to interact with and learn from students, who are the great minds of the future,” BI Norwegian Business School professor Kenneth Wathne said.

It’s no stroke of luck that such an inventive convocation of bright minds materialized at Mizzou. The Trulaske marketing faculty have carved out a leading edge for themselves in the research arena, among the best in the world for research productivity. A coming together of the world’s top marketing strategy researchers here at Mizzou has long been the dream of professors Lisa Scheer and Murali Mantrala.

“Over the years Mizzou has developed a strong international reputation in marketing strategy,” Lisa said. “This is our time to unite and empower the leaders and young researchers in our field.”