What happens when leading-edge academic research meets real-world customer dynamics? In this episode, OCX Cognition CEO Richard Owen welcomes Chris Forman, Professor of Strategy, Innovation, and Technology at Cornell’s Dyson School, to discuss how technology adoption, data integration, and organizational readiness shape B2B outcomes. Together, they clarify the critical differences between collecting data and using it—and why even sophisticated firms often struggle to translate tech investments into competitive advantage.

From early-stage AI to platform lock-in, from Salesforce implementation challenges to the dynamics of central versus local decision-making, Chris brings the data-backed clarity of academic insight to questions every CX and strategy leader should be asking. Whether you're working your way through enterprise-wide digital transformation or trying to turn customer intelligence into action, this conversation offers both a grounding in research and a playbook for growth.

Chris Forman is the Peter and Stephanie Nolan Professor of Strategy, Innovation, and Technology at Cornell University’s Charles H. Dyson School of Applied Economics and Management. He earned his Ph.D. in managerial economics and strategy from Northwestern University (2002) and holds a B.A. from the University of Pennsylvania. Prior to joining Cornell, Chris served on the faculty at Carnegie Mellon University’s Tepper School, Georgia Tech’s Scheller College, and was an assistant professor at Carnegie Mellon. He also worked as an associate economist at Lehman Brothers. His award‑winning research spans company-level IT value, digital platforms, enterprise software ecosystems, and the strategic adoption of AI.

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