Welcome to the Center for Market Leadership

Mission
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.