Markus Giesler's research documents how consumers influence (and are influenced by) changes in technology and culture, offering new insights into the theory and practice of market creation and customer experience design.
How can we leverage technology and culture to design better markets and customer experiences?
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 examines market-level design questions with public and private organizations.
Markus 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.
He is an editorial review board member at the Journal of Consumer Research, Journal of Marketing, Consumption, Markets and Culture, Marketing Letters, and Business & Society. His research is regularly featured in the media including The New York Times, Time Magazine, BusinessWeek, Washington Post, Financial Times, and CNN.
Markus’ 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, Markus 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, Markus 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.
Markus is actively involved in the Schulich School's doctoral and MBA programs, teaching consumer sociological 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, Markus was a visiting scholar in the marketing department at Northwestern University’s Kellogg School of Management.