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 usin
g 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.
Media coverage:Making a Siri-ous splash Siri co-founder Dag Kittlaus explains how an upstart company with an innovative product won over early investors
2012 Kellogg Marketing Leadership Summit October 24-25, 2012 Kellogg School of Management
Northwestern University
