With a strong interest in measuring the financial impact of creativity, the California State University, Long Beach has joined the Marketing Accountability Standards Board. Ingrid M. Martin, Ph.D., Professor of Marketing in the College of Business, is participating as MASB Advisor and a member of the Measuring Creativity Initiative. She has published research in several top journals, including the Journal of Marketing Research, Journal of Consumer Research, Risk Analysis, and the Journal of Public Policy & Management. She has also served on the editorial review boards of numerous journals.
“My strong interest in joining this organization was around the concept of creativity,” Martin explained. “I saw Dave Stewart’s video talking about measuring the financial impact of creativity which piqued my interest. I have now been to two meetings of this task force and read the white paper. My hope is to learn more about the intersection of industry and academia in the realm of creativity. I am currently a part of a team that is investigating the idea of ‘The Making of a Design Center’ and what MASB offers is a way to bring some of the ideas from the Measuring Creativity Initiative into the formulation of this design center and vice versa. This also helps me delve into the literature on creativity, which is new for me while also learning from the industry creatives that are a part of MASB.”
“We welcome Ingrid and her colleagues,” said MASB Chair David W. Stewart, “and we look forward to their contributions to MASB initiatives – especially Measuring Creativity.”
The CSU Long Beach College of Business gained its initial accreditation in 1972. Today, it’s home to over 4,500 undergraduate business majors, over 300 graduate students, and approximately 152 full- and part-time faculty members. Since its inception COB has produced approximately 53,000 graduates (more than 45,000 undergraduate and 6,000 graduate students).
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