Marketing area hosted webinar titled ‘Creating Boundary-Breaking Consumer Research: Ways to Broaden Impact’ on June 04: The session was led by Dr. Simona Botti
The session was led by Dr. Simona Botti, Professor of Marketing, London Business School. Consumer research often fails to have a broad impact on members of the Marketing discipline, on adjacent disciplines studying related phenomena, and on relevant stakeholders who stand to benefit from the knowledge created by the rigorous research. A paper by MacInnis and others published in the Journal of Marketing in 2020 and titled ‘Creating Boundary-Breaking Marketing-Relevant Consumer Research’ proposes that impact is limited because consumer researchers have adhered to a set of implicit boundaries or defaults regarding what is studied, why and how. The paper identifies these boundaries and describes how they can be challenged. Dr Botti presented one of her publications to show how the framework illustrated in the JM paper can be applied to real life. Based on the framework and her personal experience, she discussed what researchers can do to break boundaries and enhance the impact of their research, which is good for both individual researchers and the fields of consumer research and marketing.
Professor Botti teaches the Brand Management elective and co-directs (with David Faro) the open enrolment executive education course Strategic Branding: From Behavioural Insight to Business Growth. In 2017 she received the MBA Best Teacher Award and the London Business School Excellence in Teaching Award.