Projects sponsored by CMI must make both practical and theoretical contribution to knowledge in marketing and innovation. They should illuminate the best practices in the areas of marketing and innovation and their implications for managerial action and organizational performance.

Our research approach involves rigorous field work involving case study development to build practice-oriented theory followed by field quantitative surveys. For each project, we will adopt the following phases:

Phase 1

1. Solicit nominations for companies deemed to have best practice from CEIBS alumni and others based on specific criteria.
2. CMI faculty and other experts will evaluate promising companies and narrow down the number of companies to be invited to participate in the project.
3. Semi-structured interviews will  be conducted with each participant company and evaluated against a set of factors derived from the literature
4. Following the completion of field work, two or more in-depth case studies will be completed on the most promising companies.
5. Integrate the literature and case study insights to build a practitioner-oriented “how to” model of key emergent themes
6. Complete a book on one or more themes based on the findings and lessons from the interviews and case studies
7. Provide an educational experience for CMI members ? seminars and workshops on the findings and lessons.

Phase 2

1. Develop a survey/or experiment to test hypotheses derived from phase 1 and from rigorous review of the literature
2. Conduct a survey with a random sample of appropriate firms
3. Analyze data and write both academic and practitioner-oriented papers for publication
4. Provide educational experience through course material for MBA, EMBA and EDP.