Macro Trends Influencing Customer Decision Making

    Tier 1 • How will consumer behavior change in the wake of the COVID-19 pandemic and its aftermath? • With rapid disruption in markets, traditional categories are changing. How do you determine who is a competitor? Who is in the consideration set? How important is platform marketing? • How should firms cope with small new entrants threatening market share? • How is customer behavior the same or different in global emerging markets? • How do we keep a focus on long-term value creation in a data-driven world? Will new sources of data and analytics (e.g., AI and machine learning) make this better or worse? • What is the most effect way to conduct account-based marketing in the face of new online technologies? • What is the responsibility of marketing in creating sustainable and society-relevant marketing strategies? Tier 2 • How should firms integrate consumer strategies globally? • How should consumer inattention, especially among millennials, shape product strategy? • Are there ethical issues that companies need to address as they develop strategies to maximize customer lifetime value and treat customers differentially?