Researchers talk marketing strategy at School of Business symposium
Sourav Ray opens the 2nd annual Emperical and Theoretical Symposium in Marketing Strategy Friday at the Ron Joyce Centre in Burlington.
Marketing is often thought to be a very practical discipline – it’s about emotion, experience and the ‘sell’.
But underneath the flashy marketing and advertising campaigns is a growing body of research and theoretical models that seek to explain the consumer behaviour that marketers aim to influence.
A group of researchers from 13 universities across Canada gathered at McMaster’s Ron Joyce Centre in Burlington Friday to share their research in the area at the 2nd Annual Canadian Emperical & Theoretical (ET) Symposium in Marketing Strategy.
Sourav Ray, professor of marketing at the DeGroote School of Business, was one of the co-chairs of the symposium.
“While gatherings of this type have existed in the US for some time, we recognized a need for a Canadian perspective on the theoretical frameworks for marketing strategy.”
In response, Ray and three other marketing professors from Western University, the University of Alberta, and the University of Toronto created the symposium last year.
The keynote speaker, Charles Weinberg from the University of British Columbia, shared his research on pricing models in the movie theatre industry. While North Americans are used to paying the same price for all movies, other markets employ differential pricing where some movies are more expensive to watch than others. Weinberg’s research finds that differential pricing yields higher profits for theatre operators.
Information about the presentations can be found on the Symposium’s website.
