Inaugural Lecture by Professor Rob E. Morgan

Tomorrow, Dr. Rob E. Morgan will give his inaugural lecture as Adjunct Professor with the Department of Marketing, Copenhagen Business School. The event will kick off with a welcome by our School's Dean of Education, Dr. Gregor Halff.

The title of Dr. Rob E. Morgan's inaugural lecture is: Let’s go, but where? Reconciling firm orientations, strategy, and the differential performance conundrum.

Disciplinary biases, predispositions, norms and assumptions in business research have resulted in our subjects becoming more siloed now than ever. Correspondingly, in the organizational setting these biases are manifest in functional myopia. Despite considerable scholarly and managerial effort to understand how to coherently orchestrate these different orientations and capabilities within the firm, it remains a formidable challenge for top management to undertake. This seminar will: (i) explore the origins, developments, and current challenges in examining firm-level orientations and capabilities and their performance differentials; (ii) present the author’s analyses of this subject from twenty-two studies drawn from multi-source, multi-level and longitudinal data; and, (iii) propose a series of research opportunities with big data and machine learning methodologies that can surface new insights into the how, when and where questions of strategic decision making.

The department looks very much forward to the inaugural lecture and, at the same time, wishes to welcome Dr. Rob E. Morgan who has served on the department's advisory board for the past three years.