UNIVERSITY OF COLOGNE

This session will explore the grand societal challenges that marketing strategy can play a role in addressing. It will include examining the process of researching these societal challenges. It will present some specific examples of research studies currently in progress. It will also address strategies for mitigating pitfalls and biases that could emerge in the design and execution of such research. The session will be structured into two parts: Individual presentations followed by a panel session with questions from the audience.