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Professor. Raymond Burke - Keynote Speaker for MICA-2022

Professor. Raymond Burke - Keynote Speaker for MICA-2022

Prof. Raymond Burke is the E.W. Kelley Professor at Indiana University’s Kelley School of Business, and founding director of the School’s Customer Interface Laboratory, a state-of-the-art facility for investigating how customers interact with new purchase environments and technologies.
His research focuses on understanding the influence of point-of-purchase factors on consumer shopping behavior. His articles have appeared in the Harvard Business Review, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Marketing Science. Ray teaches the MBA in Applied Marketing Research and Ph.D. Advanced Shopper Research courses. Prof. Raymond Burke was named by Poets & Quants as one of the world’s best business school (B-school) professors. Prior to joining Indiana University, he served on the faculties of the Harvard Business School and Wharton. In addition, with his virtual shopping technology that market research firms around the world have employed, he has consulted for several leading companies in the consumer goods and service industries.

This year in MICA-2022, Prof. Ray Burke will present his keynote speech titled “New Tools for Measuring and Managing Shoppability” which describes the way to enhance “shoppability” by analyzing how shoppers interact with the purchase environment based on recent laboratory and field experiments conducted by his team. Through this lens, marketers can identify underperforming categories and brands to make informed changes to product organization, shelf placement and benefit communication, thus improving shopper engagement and eliminating barriers to purchase.
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Check our scientific program at: http://due.udn.vn/vi-vn/mica/mica-intro/cid/4906
See further details about MICA at: http://due.udn.vn/mica


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