Markus Giesler is an associate professor of marketing at the Schulich School of Business (York University) and the director of the Big Design Lab, a think tank that investigates market-level design questions with public and private organizations.
Giesler’s masters and dissertation research, which examined the creation and evolution of markets as social systems using the case of peer-to-peer platforms in the music industry, led to two lead articles in the Journal of Consumer Research and has spurred a thriving marketing subfield called market system dynamics (MSD) that investigates how consumers are influenced by and influence changes in markets and consumption systems.
Since then, Giesler has helped develop and refine the study of dynamic market systems to understand core constructs in marketing and consumer behavior, with contributions in the Journal of Marketing, the Journal of Consumer Research, Marketing Theory and other journals to market creation, branding, technological innovations, consumer subjectivity, nostalgia, responsible consumption, morality, multicultural consumption, political consumption, and the customer experience.
In all of his research, Giesler has developed and refined a process-based method for analyzing qualitative and quantitative data longitudinally to theorize change, a method he helped pioneer in marketing.
Professor Giesler is an editorial review board member at the Journal of Marketing, the Journal of Consumer Research, Consumption, Markets and Culture, Marketing Letters, and Business & Society. His research has been featured in The New York Times, Time Magazine, BusinessWeek, Wired, and a TEDx talk. He has been named “one of the best recognized experts studying high-technology consumption” by Wired, one of “the young business school star professors on the rise” by Fortune, one of “the 40 most outstanding business profs under 40 in the world” by Poets & Quants, and an MSI (Marketing Science Institute) Scholar.
Giesler is actively involved in Schulich's doctoral and MBA programs, teaching consumer culture theory and marketing strategy topics. His “Customer Experience Design,” the first of its kind MBA course in the world, publishes regular student-written insight columns at the American Marketing Association and Huffington Post.
Prior to joining Schulich, Giesler was a visiting scholar in the marketing department at Northwestern University’s Kellogg School of Management.