New Market Creation: Myths, Legends and Reality - OD Workshop

***Join this event via Google Meet link here https://meet.google.com/nkh-jadu-hwt***

Come join us to hear Dr Sven Molner (Goldsmiths, University of London) lay out marketing facts and bust some industry standards through his award-winning research.

Event link will be shared closer to the date

ABOUT OD
Outreach Digital (OD) is a community of digital trailblazers from across the fields of data, design, marketing, tech and more. Together we are creating spaces where digital professionals can connect, learn and collaborate.
Originally inspired by the pro-bono tradition in the legal sector, we are now a 20,000 community run by volunteers.
Find out more: https://outreachdigital.org

ABOUT THE EVENT
Nascent markets are like black holes in cosmology: they are spaces where well-established rules break down. Unfortunately, entrepreneurs and managers all too often rely on traditional marketing wisdom to master the challenges involved in new market creation – with limited success. In this talk, Sven Molner will dispel several “marketing myths” to help practitioners navigate emerging market arenas more effectively. Specifically, he will scrutinize and question the following widely-held beliefs:

Myth #1:
Markets exist “out there” – they can be analysed and targeted.
Myth #2:
Technology drives the creation of new markets – through disruption and transformation of existing market realities.
Myth #3:
Markets are created by brilliant individuals – by visionaries and revolutionaries.
Myth #4:
New market creation requires a resolute “shaping posture” – the ability to purposefully re-design market structures.
Myth #5:
Customers are the main constituents of new markets – effective marketing strategies that meet their needs are critical.
This session will be valuable for
Marketers who are interested in creative content and messaging.

***Join this event via Google Meet link here https://meet.google.com/nkh-jadu-hwt***

About the speaker
Dr Sven Molner is a

• Lecturer in Marketing
• Director MSc Marketing & Technology
• Tutor Creating New Market Space
  @ Goldsmiths, University of London

Find out more
Connect with Sven on LinkedIn: https://www.linkedin.com/in/sven-molner-77281078/
On Twitter:@sven_molner
Publications: - Sprong, Niels; Driessen, Paul; Hillebrand, Bas and Molner,
Sven . 2020. Market innovation: A literature review and new research directions. Journal of Business Research, pp. 1-13. ISSN 0148-2963

• Molner, Sven; Prabhu, Jaideep C. and Yadav, Manjit S.. 2019. Lost in a Universe of Markets: Toward a Theory of Market Scoping for Early-Stage Technologies. Journal of Marketing, 83(2), pp. 37-61. ISSN 0022-2429
• Lennerts, Silke; Eisend, Martin; Lieven, Theo; Molner, Sven ; Brexendorf, Tim Oliver and Tomczak, Torsten. 2016. The Power of Innovativeness in Manufacturer–Retailer Relationships. Journal of Business-to-Business Marketing, 23(3), pp. 235-251. ISSN 1051-712X

IMPORTANT
We are a volunteer-run community and occasionally raise funds to improve our activities. We have a very simple structure like a hobby club and, despite our very best efforts, we are in no way liable for any risk, damage or disappointment that may result from our activities. It is all participants' responsibility to ensure a great experience for everyone; please check the date and time before arriving and to enable automatic group notifications on your Meetup profile settings so you are always notified of any changes.
Pictures and videos may be taken to promote our activities on Meetup and other online media. If you wish to be censored for any reason, kindly inform the event organiser. We look forward to seeing you there!