Wharton Marketing Conference 2008 - Accelerating in Change

Panels

Creating Business Value through Socially Responsible Marketing

Being socially responsible is more important than ever in a time of globalization, decreasing resources, and advancement in technology. Some believe corporate social responsibility is a way to contribute to the society while being profitable; some are more skeptical and believe that it is just an act of PR. However, there is no question that socially responsible initiatives have led to some of the most important and highly demanded innovations such as hybrid and electric cars, having a significant impact on both the economy and the environment. This panel will discuss the effects of socially responsible marketing on competition, economic development, and consumer welfare.

Potential Questions:

  • A company’s involvement in social responsibility: vision, strategy, and outcome.
  • How does corporate social responsibility lead to social impact and social innovation.
  • Measuring organizational success with an expanded spectrum of values and criteria: economic, environmental, social.
  • How to maintain an ideal level of ecological, social, and organizational sustainability.
  • The financial risks and rewards of being a socially responsible marketing.

Panelists:

Applying Creative Marketing in New Campaigns, Platforms, and Channels

Competing for consumer's attention in a more diluted advertising space, emerging media and new ways to connect with consumers have steadily increased, highlighting the need for companies to distinguish themselves in a crowded market place.  This panel will explore differentiation through use of creative advertising campaigns in traditional media, evolving marketing tools in new media platforms, and inventive promotion strategies in new channels to effectively target consumers.

Potential Questions:

  • How have advertising strategies and platforms evolved in different industries?
  • What makes advertising campaigns effective and how can awareness be converted into sales?
  • How has creative marketing changed consumers’ purchasing behaviors?
  • What are the new trends in connecting with consumers?
  • What is the life cycle of new campaigns and promotions and what happens next?

Panelists:

Thriving in Times of Challenge by Increasing Efficiency, Values, and Customers

As is well known, the U.S. economy is facing challenges as developments on Wall Street, the housing crisis, and rising commodity prices have had an increasing impact on the consumer. Some even predict that this holiday season will be the weakest since 1991. In the current economic environment, companies must continue to find innovative ways to grow, including providing customers with better value propositions, finding efficiencies in the company, and diversifying target consumers by going global. This panel will explore the timely question of how companies evolve their strategies to compete in periods of challenge, both past and present.

Potential Questions:

  • What trends has the company seen in 2007 and 2008 - has there been a noticeable trading-down pattern in the consumer?
  • What are the changes in strategy the company employs in such an environment?
  • How has the company been able to apply learnings from past/other situations/geographies to the current consumer environment?
  • Has the company increased its focus abroad in lieu of the weaker U.S. economy?
  • What impact has rising commodity prices had on the business and how is the company adjusting its cost structure and pricing?
  • How do you convince the consumer to stay loyal in today’s environment?
  • How, if at all, has the relationship between retailers and manufacturers changed given changes in pricing, etc.?
  • What similarities and differences is the company seeing in the consumer now versus in previous economic slowdowns?

Panelists:

Leveraging and Maximizing Sports Marketing Partnerships in Today’s Economy

Co-sponsored by the Wharton Sports Business Club

The sports industry is a gateway to a highly engaged, global, consumer. Many business that seek out these individuals team up with sports teams, leagues, and media organizations to go beyond simple advertising by creating and leveraging strategic partnerships and programs that reach out and interact with fans at local, national, and global levels. These sports partnerships are extremely important to business operations and thus, such partnerships have grown in size, scope, and creativity over the years. However, they too are subject to economic forces. Our panelists will give you an inside look into one of the key revenue streams of this industry and discuss the common, ever-present, and cyclical issues that affect their businesses.

Potential Questions:

  • How do partnerships support business operations at your organizations?
  • What do your partners seek from you?
  • What partnerships goals do you set each year or over time?
  • How are these partnership goals included in broader marketing or business goals?
  • What are common practices among your organizations when seeking such partnerships?
  • What are the difference between local and national/global partnerships?
  • How do economic forces help or deter your planning and implementations?
  • How do you manage economic risks that may affect your partnerships?

Panelists:

Targeting the New Luxury Consumer in a Flat World: Identifying Opportunities for Growth In a Global Luxury Market

Co-sponsored by the Wharton Fashion & Luxury Industries Club

Panelists from leading brands across the retail and fashion and industries will explore the way in which business and economic trends are redefining opportunities today for luxury makers. This panel will look at pressing questions for the global marketer.

Potential Questions:

  • New wealth in burgeoning markets is creating new consumers for high-end goods, but how big is the opportunity?
  • What the new luxury consumer wants - eclectic tastes from across the world are shaping product offerings in fashion, tourism, auto and more. What are the major trends impacting marketers?
  • As the global financial crisis impacts consumer spending in markets across the world, how can luxury companies effectively weather the economic storm?
  • How will global trade agreements, such as the ongoing Doha negotiations, expand or constrict the growth of global firms going forward?

Panelists: