Consumer Culture Theory conference gathers to Helsinki a group of award-winning international scholars on June 26–29. The conference will be organized for the first time in the Nordic countries and the second time outside North-America. The event is hosted by Aalto University School of Business together with Aalto University Executive Education Ltd.
Consumer Culture Theory studies consumers and consumption from a social as well as cultural viewpoint. The research aims to understand the thoughts, beliefs and experiences behind consumption.
Managers and marketers cannot afford to ignore the consumer culture research despite its academic tone. “Global brands like Harley Davidson and Mountain Dew have achieved a strong – even iconic – position in the markets by an extensive understanding of the lifestyles and identities of their target groups,” says Professor Pekka Mattila, the Group Managing Director of Aalto EE.
The Program Committee includes renowned names like Dr. Hope Schau from the University of Arizona as well as Dr. Craig Thompson from the University of Wisconsin-Madison. Dr. John W. Schouten and Dr. Diane M. Martin from Aalto University School of Business will work as Conference Co-Chairs.
Academic world and practice meet in the parallel program
Alongside with the CCT conference, Aalto EE organizes a parallel program Changing Behavior: Deep Dive into Consumer Insights that is targeted at executives responsible for the development and delivery of offerings in a business-to-consumer context. The program offers a unique opportunity for business people to access knowledge from this top international marketing faculty.
Mattila encourages companies to grasp the opportunity now: “This is a new, innovative concept. Often the highlights of academic conferences remain quite vague for managers and decision-makers. Thus, the research is not often useful for businesses. This program wraps up the highlights of the CCT conference to a compact and easily applicable form. Now it’s time to reconsider your holiday plans as this kind of cavalcade of key professionals is a rare treat in Finland.”