MASB Fellows are marketing scientists or others from academia or practice, working with MASB to provide businesses with a cadre of new marketing professionals to cross academic silos and meet the growing demand for measurement-based accountability processes – where the role of marketing measurement is central, integrated with other metrics along the value chain, and all tied to overall financial analyses.
Participating universities accelerate training of the talent needed by their marketer recruiters to help apply demand driven foresights & predictive analytics to marketing & commercial decisions, and winning in a dynamic and increasingly complex global marketplace.
In May, 2015, the MASB Board appointed the Inaugural Fellow, Roger Sinclair, Ph.D, former professor of Marketing at the University of the Witwatersrand in Johannesburg, South Africa, and MASB Advisor since 2012. He was assigned to the IFR Project Team with the objective of aligning marketing more closely with balance sheet reporting, initially as it relates to acquired brands.
“There is very little clarity as to how the difference between identified brands with finite or indefinite lives should be defined. Since this affects the way brands are treated in the balance sheet (amortized or carried as acquired assets and tested annually for impairment), this is a crucial area for study.”
Roger passed away unexpectedly in January, 2016.