Marketing Research for Breakfast

Four short Stories on Marketing

Four PhD candidates from the department of Marketing at BI present key findings from their doctoral work. Be one of the first to know about new insights in marketing.

KNOWLEDGE @ BI: New insights in marketing
Delphine Caruelle, Chi Hoang, Audun Reiby and Olga Ungureanu, PhD candidates at the Department of Marketing at BI Norwegian Business School, have accepted the challenge to present key findings from their doctoral work in a TED talk format of 15 minutes each.

We thus invite you to enjoy four lectures in one hour on highly relevant topics within the field of marketing. All four stories for free. You also get the opportunity to discuss how these results might influence your company and business practice.

Talk 1: How customers respond to waiting shorter or longer than expected
Delphine Caruelle, PhD Candidate, Department of Marketing, BI Norwegian Business School
Firms are constantly striving to reduce customers’ wait times. There is more to waits than just their durations: Whether the wait is shorter or longer than expected also matters to customers. How beneficial is it make customers wait shorter than expected and how detrimental is it to make them wait longer than expected?

Talk 2: Smarter is not always better - Product smartness as a barrier to sharing
Chi Hoang, PhD Candidate, Department of Marketing, BI Norwegian Business School
Technology facilitates the sharing economy. However, technological development such as autonomous products and smart features may also challenge sharing. Are we more or less willing to share our smart products with others?

Talk 3: Thinking Differently: The Benefits and Pitfalls for Relationships within the Organization
Audun Reiby, PhD Candidate, Department of Marketing, BI Norwegian Business School.
Companies have different perspectives on organizational routines and processes. This may create challenges for cooperation, but may also allow companies to exchange unique knowledge. When can differences play to companies’ advantage, and when can they hinder value creation?

Talk 4: Creating buzz before new product launches, is it always a good idea?
Olga Ungureanu, PhD Candidate, Department of Marketing, BI Norwegian Business School
Marketing communication strategy for new product launches often involves building buzz before the launch. We want consumers to anticipate our new product and talk about it before it is even available for purchase. Are there any potential drawbacks for firms? How useful is this really for product sales?

Practical information

  • Time:Thursday, 06 June 2019 08:30 - 10:00
  • Place:BI, Nydalsveien 37, Oslo
  • Contact:Bjørn K. Svendsen (alumni@bi.no)

«Marketing Research for Breakfast» is a meeting place for researchers and practitioners in marketing. BI’s marketing experts present their latest research results on relevant business topics. You – as a participant – get the opportunity to discuss how these results influence your company and business practice.

Free participation. Make sure to register as space is limited.

Programme

  • Time
  • Title
  • Speakers
  • Registration and light breakfast

  • Four short stories on marketing

    Speakers

    Delphine Caruelle, Chi Hoang, Audun Reiby and Olga Ungureanu, PhD candidates, Department of Marketing, BI Norwegian Business School

  • Discussion