Special Issue Editors: C. Page Moreau (University of Wisconsin-Madison), Donna Hoffman (George Washington University), Stefan Stremersch (Erasmus School of Economics & IESE Business School), and Michel Wedel (University of Maryland)
New technologies are disrupting marketing and the marketplace. Consumers are searching for, making decisions about, and using products and services in new ways. Start-ups and incumbents alike use novel data, strategies, and business models driven by these new technologies to enter, grow, and defend markets. The role of marketing is shifting, including how marketing contributes to organizational and societal outcomes and the marketing tools, skills, decisions, and capabilities important to this contribution. New technologies are altering competitive dynamics, economic systems, and society in profound ways.
Internet, social, and mobile technologies as well as advances in computing power, automation, and infrastructure have been central to this disruptive role for some time. New innovations, including artificial intelligence (AI), robotics, Natural User Interfaces (NUI), platforms, Cognitive Systems, Virtual Reality (VR) and Augmented Reality (AR), the Internet of Things (IoT), and the data streams they produce are further contributing to this disruption with important implications for the marketing discipline.
The Journal of Marketing is collaborating on this Special Issue with the 2019 Theory + Practice in Marketing (TPM) Conference, hosted by Columbia Business School in New York City on May 16-18, 2019. This entire TPM conference is dedicated to exploring research on New Technologies and Marketing with the goal of improving knowledge on this critical topic and helping authors prepare for submission to the Special Issue.
This Special Issue will showcase scholarship that examines the impact of new technologies on important marketing-related research questions. New technologies, defined as those that are early in the adoption cycle for firms and/or consumers, can be studied from consumer, firm, competition, market, policy, or societal perspectives. Purely conceptual papers are welcome as are papers using any methodological approach. It is crucial that the papers address a real-world marketing question. Examples of the topics covered by the Special Issue are as follows (non-exhaustive):
- Consumer: How do new marketing technologies change consumer decision making, satisfaction, communication, and loyalty? How are these new technologies changing shopping, consumption, and disposition behaviors? How do consumers connect with one another and companies and how do such connections affect attitudes and behaviors? How can companies help consumers learn about and adopt these new technologies? How do consumers create/co-create value as they engage with these new technologies? How are new technologies influencing consumers’ identity? What is the impact on consumers’ privacy concerns of these new technologies?
- Personalization and customization: How are organizations’ personalization strategies (e.g., via mobile applications, websites, newsfeeds, and communication tactics) influencing their performance? How do new technologies enable (real-time) personalization of the marketing mix, product offerings, and recommendations? How is customization changing consumer’s decisions and experience?
- Marketing strategy: How do these new technologies change the nature and impact of branding, pricing, and other components of the marketing mix? How is algorithmic aversion influencing managers’ decision-making regarding the marketing mix? How can managers use the new types of data from AI, IoT, chatbots, robots, etc. to provide value to customers and to improve marketing decision making? What new methods (e.g., natural language processing, deep learning models) can deliver the best consumer insights to improve marketing strategy and branding efforts? How can marketers best make sense of these new technologies? How can marketers deploy these technologies successfully in a firm’s strategy? What new metrics are required to compete in this new world of marketing? How can firms monetize these new technologies and what new value propositions or business models can be created?
- Marketing organization: How do new marketing technologies change marketing’s role within the firm? What is the effect of the adoption of new technology by marketing on firm performance? How does new technology change marketing decision making and how marketing collaborates with other functions, including the marketing and operations interface (e.g., collaboration between the two functions on push notifications, product returns), the marketing and R&D interface (e.g., new product development), and IT (e.g., marketing-technology budgets and decision making)?
- Channel and sales: What are the B2B and salesforce challenges associated with new technologies? How do new communication technologies impact multichannel sales and relationships? How to organize for new technology channels and at what pace? How to envision the longevity of new technology channels to support investment decisions? How do new technologies shift power in the value chain?
- New product development: How is new technology being used to guide the new product decision process? How can technology influence new product design?
- Competition and markets: How are new marketing technologies altering competition between firms? How are markets shaped by these new technologies? What entrants and substitutes do new technologies enable and how can incumbents successfully defend?
- Policy and societal topics: How should firms react to policy initiatives to protect consumer data, technology access, and the like? How should firms that develop, commercialize, or use new technologies for marketing act in society and engage in the public debate about the consequences of their actions on firms, consumers, and society? What public risks do new marketing technologies carry and how should society manage those? What are the relevant consequences of new policy initiatives regarding new technologies for consumers or marketers?
Types of Papers
This Special Issue seeks domain-defining papers that take a broad view of technology’s future impact on the field of marketing using new models, new theories, and new data and that take a forward-looking approach to formulating implications for consumers, management, and society. We also welcome papers with a general marketing focus that span boundaries with other disciplines such as computer science, sociology, and engineering. Papers that develop incremental methodological or theoretical contributions to address highly specific, tactical, technical, or operational marketing problems are not a good fit with the Special Issue, nor are papers that simply apply current state-of-the-art methodologies (e.g., machine learning) to marketing problems. The Special Issue editors are happy to address questions from authors about topic fit.
The Journal of Marketing collaborated with the 2019 Theory + Practice in Marketing (TPM) conference that hosted by Columbia University (May 16-18, 2019). The topics of the conference were organized around the same topics of this Special Issue. The conference was designed to offer authors feedback on their ideas and papers before submitting to the Special Issue. Photos from the TPM conference are available here. Papers may still be submitted to the Special Issue even if they were not part of the TPM conference.
All papers submitted to the Special Issue will go through the regular Journal of Marketing review process, headed by the four Editors of the Special Issue.
- TPM conference submission deadline: January 15, 2019
- TPM conference: May 16-18, 2019
- Special Issue submission opening: June 15, 2019
- Special Issue submission deadline: September 1, 2019
Special Issue Editors
C. Page Moreau
C. Page Moreau is a Co-editor of the Journal of Marketing the John R. Nevin Professor of Marketing and Executive Director of the Center for Brand and Product Management at the Wisconsin School of Business, University of Wisconsin–Madison. Page’s research centers on innovation and creativity, with the goal of understanding the demand for and creation of new products. Specifically, she examines how and why consumers learn about, purchase, and create new products. Her work has appeared in the Journal of Marketing, the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Consumer Psychology, and the Journal of Product Innovation Management and has been covered by NPR, Fast Company, Inc. Magazine, and Psychology Today. Her work has been honored with a Journal of Consumer Research Best Article Award, and she has been recognized as a Marketing Science Institute Young Scholar. Page has served as an Associate Editor at the Journal of Consumer Research and as a member of the editorial review boards at the Journal of Marketing, the Journal of Marketing Research, the Journal of Consumer Psychology, the Journal of Product Innovation Management, and IJRM. She has served two terms on the Board of the Association for Consumer Research. Page’s complete profile can be found here.
Donna L. Hoffman
Donna L. Hoffman is the Louis Rosenfeld Distinguished Professor of Marketing and Co-Director of the Center for the Connected Consumer at The George Washington School of Business in Washington, D.C. Donna’s current research is focused on consumer experience with AI devices, services and systems. Her work has been published in many of the field’s top journals including Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Management Science, Journal of Consumer Psychology, and Science. Donna’s work enjoys wide impact: she has over 26,000 Google Scholar citations and an H-index of 40 and has been awarded many of the field’s most prestigious research awards, notably the Sheth Foundation/Journal of Marketing Award for long-term contributions, the William O’Dell/Journal of Marketing Research Award for long-term research impact, the Robert B. Clarke Educator of the Year Award from the DMEF, the Stellner Distinguished Scholar Award from the University of Illinois, and others. A sought-after industry speaker who has work with start-ups to Fortune 500s for several decades, Donna has served as an Academic Trustee of the Marketing Science Institute and a member of the Procter & Gamble Digital Advisory Board. She previously co-founded and co-directed the Sloan Center for Internet Retailing at Vanderbilt University. She received her Ph.D. from the L.L. Thurstone Psychometric Laboratory at the UNC-Chapel Hill and was named a Distinguished Graduate Alumnus of UNC in 2002. Donna’s complete profile can be found here.
Stefan Stremersch is the Desiderius Erasmus Distinguished Chair of Economics and Chair of Marketing, both at Erasmus School of Economics, Erasmus University Rotterdam, the Netherlands and is Professor of Marketing at IESE Business School, Barcelona, Spain. His main research interests are innovation, marketing of technology and science, and pharmaceutical marketing. Stefan has won several awards, such as the Harold H. Maynard Best Paper Award for the Journal of Marketing (2002), the IJRM Best Paper Award (2012 & 2014), the JC Ruigrok Prize for the most productive young research in the Netherlands (2005; awarded only once every 4 years to an economists), the Rajan Varadarajan Early Career Award of the American Marketing Association (2008), the American Marketing Association’s Award for Global Marketing (2006). In 2015, Ghent University (Belgium) and the Francqui Foundation awarded him the honorary International Francqui Chair, selected across all sciences. In 2018, he was appointed EMAC Fellow. He is an Associate Editor at Journal of Marketing and serves on the Editorial Review Boards of Journal of Marketing Research and Marketing Science, as well as IJRM, for which he was the Editor-in-Chief from 2006 to 2009. Stefan’s complete profile can be found here.
Michel Wedel is the Pepsico Chaired Professor of Consumer Science at the Robert H. Smith School of Business, and a Distinguished University Professor, at the University of Maryland. He holds the Henri Theil Visiting Chair in Marketing and Econometric at the Econometric Institute of the Erasmus University. Michel has improved the understanding of consumer behavior and marketing decision making through the development and application of statistical and econometric methods. He is a pioneer and leading expert in the development of methods for response-based market segmentation, and for the analysis of eye movements to improve visual marketing. Michel has published three books, seven software packages, more than 175 peer reviewed articles, and over 20 book chapters. His work has been cited over 20,000 times and he has been ranked the most productive marketing researcher in the world. Michel’s work has received several best paper awards, and he received the Muller award for outstanding contributions to the social sciences from the Royal Dutch Academy of the Sciences, and both the Churchill and Parlin awards for lifetime contributions to marketing research from the American Marketing Association. He is a fellow of the American Statistical Association, the American Marketing Association, and the Institute for Operations research and Management Science. Michel’s complete profile can be found here.