The Intent HQ Chair on Changing Consumer Behavior is created with the goal of becoming a global leader in research related to the latest trends in consumer behavior around the world.
The Chair’s research will inform outreach activities focused on bringing practical capacities of executives and managers up to date to meet the demands of current and future consumers.
This is IESE’s first chair dedicated to marketing and has been possible thanks to the support of the British company Intent HQ.
- To conduct research in order to establish a firm and reliable knowledge base that can inform management and policy approaches to consumer behavior.
- To use this accrued knowledge in the creation of pedagogical tools (case studies, academic publications, symposia, etc.) to help executives better align their business practices with changing consumption patterns.
- To act as a repository of leading-edge management knowledge and capabilities.