Ivey hosted top marketing strategy researchers from a variety of schools in Canada to share their expertise on topics ranging from brand building to pricing at the inaugural Empirical & Theoretical Symposium on May 31
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The event was organized by Ivey Assistant Professor Neil Bendle and Sourav Ray, Associate Professor at McMaster University’s DeGroote School of Business, and was chaired by professors at Ivey, Rotman School of Management, McMaster University, HEC Montréal and University of Alberta. It featured nine presentations on topics related to the quantitative side of marketing.
“We wanted to look at issues that are more theoretical or mathematical because there are a lot or researchers doing some great work in that area,” said Ivey Professor Mark Vandenbosch during the introduction to the event. “We wanted to have a day where we bring researchers together.”
In his presentation on the dynamics of brand building, Rotman Professor Sridhar Moorthy discussed the role advertising plays in building brands and stressed the value of brand equity.
“Brand equity is the single most important asset for firms and a long-term asset. It takes time to build it,” he said. “Firms need to take stock of their brand equity and the brand equity of their competitors when making advertising decisions.”
For more on the event, please see Marketing Thought.
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