Markus Giesler is a Canadianeconomist, marketing professor, and expert on market creation and customer experience design. He teaches at the Schulich School of Business. His research examines how ideas and things such as products, services, experiences, technologies, brands, and intellectual property acquire value over time,  technology consumption,  moral consumption,  and the role of multiple stakeholders in the market creation process.  Before doing his PhD in marketing, Giesler spent ten years operating his own record label and recording business in Germany.  In 2014, he was named “one of the most outstanding business school professors under 40 in the world.”  Giesler is also the creator of the "Big Design" blog, which develops a sociological perspective on marketing, market creation, and customer experience design.