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“A young business school star professor on the rise” (Fortune), Markus Giesler explores how technology and culture change the marketplace and helps companies and policy makers design better customer experiences.

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MARKUS GIESLER is an award-winning consumer researcher, columnist, and consultant. 

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.  

 Markus Giesler (Photo: Schulich School of Business)

Markus Giesler (Photo: Schulich School of Business)


He is an editorial review board member at the Journal of Consumer Research, Journal of MarketingConsumption, Markets and CultureMarketing 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 ResearchMarketing 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.

 In the field with CBC's Dwight Drummond on Black Friday (Photo: CBC)

In the field with CBC's Dwight Drummond on Black Friday (Photo: CBC)


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.

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