Dear Friends of the Institute for Research in Marketing,

Thank you all for your welcoming and gracious response to my appointment as Program Director of the Institute for Research in Marketing (IRM).  I look forward to working with all of you to deliver on the IRM’s mission of providing leadership in several key areas, including global market research from both a corporate and an academic perspective.  I am grateful to have the chance to work with you all and look forward to creating and fostering strong partnerships between faculty, industry leaders, and alumni.

I would like to extend a warm welcome to Dave Van Horn, Boston Scientific Corp. and Eric Pehle, Weber Shandwick as new members of the Advisory Board and also offer thanks to Wayne Mueller, Steve Lauring and Dave Mucha for their efforts working with me to expand the Board. That is an ongoing effort and if anyone might be interested in joining us just let me know.

In the spirit of engaging both faculty and industry partners, I would like to give special thanks to a few of our Marketing Faculty and IRM Advisory Board members who have provided valuable business perspectives to our Carlson students:

Guest Speakers from the Institute’s Advisory Board include:
• Ken Greer, Chief Marketing Officer, Augeo Marketing spoke to Executive Education and also to the Carlson Global Insitiute IBUS 5400 class;

• Dave Mucha, Vice President, Strategic Insights Group, UnitedHealthcare spoke to both Kathleen Voh’s Buyer Behavior class and Linli Xu’s Marketing Research class; and

• Paul Hillen, Vice President, Corporate Global Marketing, Cargill presented on segmentation to my Marketing Strategy class.

As we continue to grow the IRM and seek innovative ways to serve Faculty, Advisory members and Alumni the IRM is always looking for people and organizations that are willing to support our initiatives.  If you are interested in contributing to these projects, please let me know. We look forward to working with you all to continue changing challenges into opportunities! For more information on how you can help, contact us at mktginst@umn.edu



  Steve Goodyear
  Program Director, Institute for Research in Marketing

  • StarTrib Logo

    In a world where change is constant, managing a business and communication with valued customers can be challenging. Steve Goodyear, program director at the Institute for Research in Marketing, spoke with four Minnesota business leaders to find out what they’re focusing on in 2016. Read the full article in the Star Tribune.

  • Institute for Research in Marketing Advisory Board Recap- February 23, 2016

    Dan Leemon, Motista Advisor

    “The New Science Of Customer Emotions: Using Customer Emotions to Drive Growth and Profitability”
    - Dan Leemon, Senior Executive Advisor to Motista 
    Senior Executive Advisor to Motista, a predictive intelligence company, and Lead Independent Director at CEB, a best practice insights and technology firm.  He served as Chief Strategy Officer of the Charles Schwab Corporation for nearly 10 years, prior to which he spent 12 years with The Boston Consulting Group, ultimately as the partner in charge of the west coast Financial Services and Consumer Goods and Retail practices.  Dan has also advised or served on the boards of a wide range of smaller companies in sectors as diverse as small business lending, retail realty, music technology, enterprise pricing, exchange-traded funds, and print media.  Dan holds a BS from MIT in Management Science, and an MBA from the Stanford Graduate School of Business.  Dan recently co-authored two articles for the Harvard Business Review: The New Science Of Customer Emotions (November, 2015), and What Separates The Best Customers From The Merely Satisfied (December, 2015).  

    Carlos Torelli

    "How Culture Shapes Motivations that Feed into Cultural Ideals: Driving Emotional Connections to Build Brand Equity" 
    - Associate Professor Carlos Torelli 
    In the hyper-competitive markets of the 21st century, it is not enough for a brand to be competitive by means of delivering functional benefits to consumers, as brands across product categories are pushed to also deliver emotional and symbolic benefits to successfully differentiate from national and global competitors. Although many brands can succeed at creating symbolic meanings, only a few brands can embody the cultural ideals that set them apart to become cultural icons. Because iconic brands inspire an enduring emotional and affective connection, building such brands is the ultimate brand building objective. This talk discusses a theoretical framework to help managers build brands that resonate with the cultural ideals of consumers from different cultures.



    New Carlson School Course Highlights Emerging Small Business Opportunities in Cuba

    Carlson School Senior Lecturer and veteran education abroad course faculty Steve Spruth has developed a new course model exploring entrepreneurship in Cuba, offered during the spring semester of 2016. The students worked in teams to develop a new venture with a  connection to Cuba. Prior to departure, the class sessions introduced business  development concepts and ideas. While in Cuba, the class visited a variety of organizations, including an urban farm and the University of Havana, while exploring entrepreneurship issues through guided field research observations. Upon return, the students are prompted to revise their initial business concepts based on their fieldwork and reflect on their immersion in Cuba using the D-I-E model  (describe, interpret, evaluate). Read more or watch the KARE11 News report on the course.

  • Faculty Awards, Honors & Recognitions for the years 2015 / 2016

    •Top 10 Reviewer Award for the Journal of Consumer Psychology - Professor Deborah John

    •Dean's Grant/Teaching Development Award - Senior Lecturer Jay Lipe

    •Outstanding Elective Faculty of the Year Award and the new MBA Excellence in Business Practice Award - Senior Lecturer Seth Werner

    •MSI Young Scholar Award - Assistant Professor Maria Ana Vitorino and Assistant Professor Alison Jing Xu

    •Thomson Reuters Highly Cited Researcher - Prof. Kathleen Vohs

    •Distinguished McKnight University Professorship - Prof. Kathleen Vohs

    •Dean's Small Grand, Carlson School of Management, 2015 - Assistant Professor Linli Xu

    •MSI Research Grant, 2015 - Assistant Professor Linli Xu

    •2015 Winner, John D. C. Little Award for the Best Marketing Paper Published in Marketing Science or Management Science - Assistant Professor Yi Zhu

  • Highlighted Media Coverage of Faculty Research


  • Welcome the Institute's New Advisory Board Members

    The Institute for Research in Marketing (IRM) strives to partner with innovative, senior level marketing executives. Together the IRM and business community seeks to enhance market research connected to both academia and industry. The Institute for Research in Marketing would like to welcome the following new members to the Advisory Board:

    Dave Van Horne BSC

    Boston Scientific Corporation
    Dave Van Horne

    Dave Van Horne has over 20 years of experience working in the medical device industry. He has held positions of increasing responsibility since 1995 at Boston Scientific Corporation (BSX), a medical device market leader.
    Throughout his tenure with Boston Scientific he has amassed marketing, sales, and new business development experience in both the Peripheral and Cardiology division. 
    Currently, Dave serves as the Vice President of Global Marketing, Peripheral Interventions Division. Dave spent 10 years of his childhood in Latin America and is fluent in Spanish. He currently resides in Minnesota with his wife and children.


    Eric Pehle, Weber Shandwick

    Weber Shandwick
    Eric Pehle

     Eric has more than 20 years’ experience managing crisis communication, community relations and public affairs projects for clients across multiple industries. 

    Eric leads Weber Shandwick’s work for the U.S. Army in support of the recruitment marketing and advertising campaign. The team supports the Army’s recruiting mission through grassroots community outreach, national event support, strategic media relations, multicultural outreach and social media initiatives. In his role as the Client Relationship Leader, Eric has counseled Army recruiting leadership on a number of issues and crises that could impact recruiting efforts.  

    Eric also directs the agency’s work for a number of public affairs and crisis accounts including, BAE Systems, Dairy Management Inc., Prairie Island Indian Community, Manitoba Hydro and Mall of America.

    During his 21 years at Weber Shandwick, Eric has worked on a variety of issues and crises for clients including labor disputes; accidental deaths and injuries; fires and damage to property; food contamination; sick building syndrome; workplace violence; gang and criminal activity; concerns about terrorism; litigation support; and school shootings.

    For more than 10 years, Eric has led crisis readiness trainings for the U.S. Dairy industry, focusing on food safety issues, animal health threats and agroterrorism attacks. He’s also led similar trainings for clients in the retail and commercial development industries.

    Eric’s crisis work also extends internationally through his work with the U.S. Dairy Export Council. Previously, he served as global account director for the Northwest Airlines account, with an emphasis on managing the crisis communication efforts of Weber Shandwick’s international agencies.

    Eric has worked with Mall of America, the largest retail and entertainment complex in the United States, since its grand opening in 1992. He has helped manage communications during a number of emergencies, crises and issues and led award-winning community outreach programs. His other work has included leading award-winning public affairs programs for tribal governments around environmental and energy issues, as well as tribal gaming associations highlighting the benefits of Indian gaming.

    Prior to joining Weber Shandwick, Eric was a television reporter and anchor. Eric began his career as a radio reporter. Eric has a bachelor’s degree in journalism from the University of Minnesota.