Kim Whitler, an assistant professor of marketing at the University of Virginia recently spoke with Neil Morgan, PETsMART, Inc. Distinguished Professor of Marketing Chair at Indiana University, about the 2016 Summer AMA conference held in Atlanta. Morgan chaired the conference along with Bernie Jaworkski of the Drucker School of Management. The full discussion is available at Forbes.com.
The conversation highlights a number of innovations executed at the conference, in particular panel sessions featuring both business experts as well as scholars.
"...the conference included not only marketing faculty and PhD students, but integrated the executive perspective by including leading practitioners, such as: Mike French, Altria former CMO; Dick Lynch, Popeyes Chief Global Brand Officer; Janette Shimanski, 3M Chief Learning Officer; Lisa Bowman, United Way Worldwide CEO; Bob Lurie, Eastman Chemical SVP Strategy; Mikael Thygesen, Simon CMO; and Rob Malcolm, Diageo former CMO," Whitler explains.
Summer AMA organizing committees had previously tried to incorporate industry viewpoints, but never done in such a coordinated effort with prime conference time being devoted to such discussions. Ultimately, the six session topics that drove these academic-executive sessions formed the basis for six of the AMA's Seven Big Problems within its new Intellectual Agenda.
In the Forbes.com interview, Morgan says, "The objective is to provide researchers with insight on priority, real-world problems so that they can begin to drive research agendas that can help address the gap. Essentially, this is a shift from a researcher-driving agenda to a practice-driven research agenda."
This shift is a logical one for the AMA given its unique role as an organization that serves both marketing practitioners and research academics. It also serves as a nexus organization that caters to academics interested in questions of relevancy, whether they come from a marketing strategy, consumer behavior or quantative space within the academic discipline.
Read Whitler's full interview at Forbes.com.