The Center for Market Leadership, founded in 2008, is establishing itself as a resource for scholars and senior executives worldwide. The center achieves its mission through three primary strategies: interdisciplinary research, executive education, and conferences with corporate partners. Our research focuses on how leading organizations transform themselves to be more customer-oriented and, with that orientation, drive innovation and growth. Much of this work has become the core of executive programs designed for senior executives responsible for creating a culture in which innovation and growth are central. One of the center’s initial conferences was the Marketing Leadership Summit, a meeting of chief marketing officers at the Kellogg School, sponsored jointly with Egon Zehnder and McKinsey & Company. The conference brought together leading practitioners to discuss the challenges and opportunities facing chief marketing officers at companies such as McDonalds, Target and many others.
Over the next few years, the center plans to continue and expand research efforts, publish our findings for scholars and managers, and offer seminars and conferences to senior executives. The Center sits in the Kellogg Markets and Customers Initiative, a strategic initiative directed by Gregory Carpenter.
The mission of the Center for Market Leadership is to advance our understanding of how organizations create and sustain leading market positions and how some organizations even define the markets in which they compete. Our belief is that the deeper understanding of market leadership can be achieved through interdisciplinary study of the intersection of customer behavior, organizational behavior and competition. Traditionally, these topics are explored separately using different paradigms, but we believe an integrated, interdisciplinary approach can yield important new insights into the nature of enduring competitive advantage. Through our efforts, we hope to identify a new understanding of the critical role of marketing in organizational effectiveness, growth, and sustained success.