Institute for Research in Marketing (IRM)
The Institute for Research in Marketing brings together the expertise of the Carlson School’s marketing faculty with top marketers and market research professionals from global brands, creating thought-provoking dialogue and driving the science and practice of marketing forward. This two-way conversation provides greater context for faculty research and encourages real-world adoption of that research, leading to better business strategies and more effective public policies. Michelle Champlin Bergner, an accomplished global marketing professional and adjunct marketing faculty member, serves as director of the Institute.
The Institute’s Board of Advisors is essential in maintaining a combination of rigor and relevance. The collection of industry leaders from major firms provides guidance, facilitates partnerships, and assists with national outreach and advocacy.
Marketing GPS: Navigating The New Era of Constant Change
How organizations can be more agile to cope with an unpredictable, volatile, rapidly evolving marketplace. Are you adapting to cope or adapting to win?
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Welcome Andrew Chasse to the IRM Advisory Board!
Andrew is the VP PG&A Strategy, Insights and Digital at Polaris Industries Inc., a global powersports leader. In addition to leading Polaris’ OEM ecommerce business, Andrew’s teams are accountable for driving strategic initiatives, delivering customer insights, and building advanced analytics for the Parts, Garments and Accessories (PG&A) business unit. In his time with Polaris, he has also served as a leader in front-end and supply chain continuous improvement as well as roles leading Sales and Marketing teams. Andrew has spent most of his career in the ambiguous space where strategy meets execution – helping to develop and communicate breakthrough vision while aligning diverse, cross-functional teams to drive change and bring vision to life.
Prior to Polaris, Andrew held various roles in Marketing, Merchandising and Strategy at Target and was a consultant with Accenture’s strategy practice. Andrew also serves on the Board of Directors for Leadership Edge Inc., a non-profit organization committed to developing next generation leaders. He holds an engineering degree from Duke University and an MBA from the Tuck School of Business at Dartmouth. He currently lives in Minnesota with his wife and four children.
Learn About Polaris
Polaris has always forged our own path, creating new ways to help people experience the outdoors to the fullest.
Since Polaris founding in 1954, they've been making high-quality, breakthrough products and broadening the view of powersports—whether it's launching the snowmobile industry, reinventing ATV categories year after year, developing the first purpose-built military vehicles, introducing a radical 3-wheel moto-roadster, or getting people to explore the outdoors by providing a network of ride and drive adventures.
From there entrepreneurial roots as a mechanical shop, we've grown into a global leader with more than 30 brands and multiple services responsible for the company’s growth into a major influencer on powersports and beyond. And in recent years, they've pushed the boundaries of our industry and expanded beyond powersports into adjacent markets, like commercial and military vehicles, and electric vehicles, where we can add value.
Polaris supports and serve our employees, customers and the communities in which they work, live and ride through a commitment to quality and safety and environmental stewardship. Under their guiding principle of Best People, Best Team we are committed to helping our employees unleash their full potential and develop their skills to thrive in a customer-centric environment.
They lead a business that is driven by innovation and Polaris continues to Think Outside by offering a diverse portfolio of best-in-class brands which reflect who they are as well as their pioneering approach to always improve how our customers work and play outdoors.
Featured Faculty Member: Bill Hedgecock
William (Bill) Hedgcock is an Associate Professor in the Marketing Department at the University of Minnesota, Carlson School of Management. His teaching and research focuses on consumer behavior and the neuroscience of choice. Professor Hedgcock’s research utilizes a range of techniques from simple paper and pencil preference questionnaires to physiological measures and functional brain imaging. His primary research stream involves identifying cognitive declines that affect financial decisions in seniors and the physiological and neural correlates of these declines and has been has published in journals such as the Journal of Marketing Research, Neuropsychology, Management Science, Psychological Science, and the Journal of Consumer Psychology.
Prior to Carlson, Professor Hedgcock was an Associate Professor and Director of the Marketing PhD Program at the University of Iowa, Tippie College of Business. He received his Ph.D. from the University of Minnesota, Carlson School of Management in 2008.
Featured Board Member: Vicki Osborne
Vicki serves as Vice President of Market Insights at Optum and is a highly motivated, results-oriented, market & competitive intelligence professional with over 28 years of health care experience. She is passionate about building and leading client-focused teams that understand business dynamics and who serve as key strategic partners providing actionable insights. Vicki began her career in health care at Humana in Financial Operations and has been with UnitedHealth Group for the past 21 years. Vicki currently serves as an advisory board member for the University of Louisville’s Healthcare Leadership Program. She also serves as a mentor at UnitedHealth Group.
Vicki holds a Bachelor of Business Administration degree from McKendree University where she graduated Summa Cum Laude. She is currently pursuing her Health Care MBA at the University of St. Thomas.
Featured Faculty Member: Mark Bergen
Mark E. Bergen is the James D. Watkins Chair in Marketing at the Carlson School of Management. Bergen's research focuses on pricing and channels of distribution, where he has studied issues such as pricing as a strategic capability, price wars, pricing as truces, pass-through, branded variants, dual distribution, gray markets, co-op advertising, and quick response. Bergen's work has been published in a broad array of scholarly journals and business press, including the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Marketing, Marketing Science, Management Science, the Quarterly Journal of Economics, the Review of Economics and Statistics, the Journal of Monetary Economics, Harvard Business Review, and the Sloan Management Review. He teaches undergraduates, MBAs, executives and PhDs in courses on pricing strategy and marketing management, earning him numerous awards for teaching excellence at the Carlson School and recognition as an outstanding faculty member. Additionally, he serves as a consultant with companies in the medical, service, food, retail, and industrial markets. Professor Bergen holds a BS and a PhD in economics from the University of Wisconsin – Madison and the University of Minnesota respectively.
WELCOME NEW IRM DIRECTOR MICHELLE CHAMPLIN BERGNER!
Michelle Champlin Bergner is the Director of the Institute for Research in Marketing, having joined the IRM team in June 2020. As Institute Director, she manages the enterprise responsible for integrating the research programs of the Carlson School with those of local and national organizations engaged in progressive marketing research programs.
Michelle also teaches marketing courses as an adjunct faculty member of the Carlson School, including the undergraduate senior capstone course in Marketing Strategy.
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