New Leader for ARF Division MSI

In New York, MSI (The Marketing Science Institute), has announced the appointment of Dr. Tulin Erdem as its next Academic Executive Director for a two-year term beginning on July 1st 2024 - succeeding John G. Lynch Jr. The Institute is a division of the ARF.

MSI was formed in 1961, and brings together top scholars and marketers from major companies to create an unbiased platform for scientific research, purposeful collaborations and peer-to-peer networking.

Dr. Erdem (pictured), who is the Leonard N. Stern Professor of Business and Professor of Marketing at the Stern School of Business at New York University, takes charge of keeping MSI's research program aligned with the changing needs of marketers. She joined the Stern School faculty in 2006, and has served as chair of its marketing department since 2017. She also served as editor-in-chief of the Journal of Marketing Research from 2009 to 2012, and associate editor at other professional journals. Her most recent work studies consumer attention and search using eye tracking measures to predict and understand brand choice using formal models.

Lynch Jr., whom she succeeds, is Distinguished Professor at Leeds School of Business, University of Colorado Boulder.

ARF CEO & President Scott McDonald comments: 'As we enter 2024, MSI research will be keenly focused on how the rise of analytics and AI and evolving consumer behavior related to macroeconomic trends are changing the way marketers conduct business. Dr. Erdem is a world-renowned expert on branding, studying everything from brand equity and brand consideration sets to models of brand choice of forward-looking consumers and the role of price and quality uncertainty. With this extensive background, she will be a valuable leader for the MSI community'.

Web site: www.msi.org .

The ARF has more than 400 members from leading brand advertisers, agencies, research firms and media-tech companies; and is online at www.thearf.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.