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How Vigilant Marketers Keep Their Companies Ahead
When turbulence is the new normal, vigilant organizations stay ahead of the pack by anticipating threats, spotting opportunities sooner and acting faster when the time is right. This Lunch Lecture will reveal how and why these vigilant organizations have an advantage over their vulnerable rivals who often miss the early signals.

An essential ingredient of vigilance is an effective and credible marketing leader with an informed outside in perspective on strategic issues. We’ll learn from successes like Adobe and Mastercard about the role of marketing in detecting weak signals, separating them from background noise, and then acting wisely with probe-and-learn studies and rapid experiments that create a portfolio of real options.

The Lunch Lecture will conclude with a proven agenda for assessing the vigilance quotient of an organization, and then cultivating foresight and insight throughout the organization.

Learn more about MSI: http://bit.ly/2OzkwKo

Oct 23, 2019 01:00 PM in Eastern Time (US and Canada)

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George Day
@University of Pennsylvania
George S. Day is Geoffrey T. Boisi Emeritus Professor at the Wharton School of the University of Pennsylvania. He was previously the Executive Director of the Marketing Science Institute, and the Founder and co-Director of the Mack Institute for Innovation Management. He has been a consultant to numerous corporations such as GE, IBM, Met Life, Unilever, E.I. DuPont de Nemours, W.L. Gore, Boeing, LG, Best Buy, Merck, Johnson & Johnson, and Medtronic. He is the past chairman of the American Marketing Association. His primary areas of activity are marketing, strategy making, organic growth and innovation, organizational change, and competitive strategies in global markets. He has authored nineteen books in the areas of marketing and strategic management. He has won ten best article award and one best book award, and two of his articles were among the top 25 most influential articles in marketing science in the past 25 years. In 2011 he was chosen as one of eleven “Legends in Marketing.