Preview - SIG Programming at the upcoming AMA Summer Academic Conference

Monica Gerhardt


Key Takeaways
​Special Session Details from SIGs including Relationship Marketing, Teaching and Learning, Entrepreneurial Marketing, and others​​​​​​​

Entrepreneurial Marketing SIG​

New Evidences from Different Countries for the Interface between Entrepreneurship and Marketing 

​FRIDAY, AUGUST 8 - 2:30 P.M.

The field of the Marketing and Entrepreneurship Interface is still under development, and needs more theoretical construction and empirical evidences. This special session attempts to make effort on providing more new knowledge through qualitative research methods. Each paper provides empirical evidences from a different country. 

Four papers together provide a rich collection that represents active research regarding the marketing entrepreneurship interface in various countries: Paper 1 - a case of small independent hotels in Vietnam; Paper 2 - a case of digital tourism SMEs in United Kingdom (UK); Paper 3 – a case of entrepreneurs in hospitality businesses in New Zealand; Paper 4 – a conceptual case of EM model.

These four papers contribute new knowledge and understanding to the field of the interface between entrepreneurship and marketing.


Sport & Sponsorship-Linked Marketing​

Applying Analytics to Sponsorship-Linked Marketing


Consistent with the theme of this year’s conference of “Big Ideas and New Methods in Marketing,” this special session sponsored by the Sport & Sponsorship-Linked Marketing Special Interest Group (SportSIG) is entitled “Applying Analytics to Sponsorship-Linked Marketing.” The session brings together a series of papers focused on the application of innovative, cutting-edge quantitative methods to the study of sponsorship, such as a Dynamic Linear Model (DLM) to analyze sales data and a random effects multilevel model to better understand the determinants of sponsorship costs. Together, these papers help further our mission of uniting diverse researchers in the study of sport and sponsorship-linked marketing, in order to bridge gaps in the literature and facilitate collaboration among researchers from around the globe. 

How Sponsorships Work: 
The Effect of Partnerships with Major Sports Franchises on Sales and Marketing Effectiveness
(Baris Depecik, Rice University and Gerrit van Bruggen, Erasmus University)

A Multilevel Analysis of Sponsorship Costs: 
The Effects of Sponsorship Level, Brand Equity, and Sponsor Industry in Formula One Racing
(Jonathan A. Jensen and Benjamin Albano, University of North Carolina at Chapel Hill, 
B. David Tyler, Western Carolina University, and Joe Cobbs, Northern Kentucky University)

Hedonic Forecasting of Sponsorship Promotions
(Lane Wakefield, Mercer University)

Modeling Complex Sponsorship Outcomes for a Cause Related Event 
Across Differing Participant Segments and Sponsors
(Robert E. Pitts, Wayne W. Smith, and Weishen Wang, College of Charleston)

Sponsorship Re-imagined
(Tony Meenaghan, Pace University)​


Interorganizational SIG

Advances In B2B Research: Putting a New Twist on Established Theories


The goal of this Special Session is to disseminate recent research in business-to-business exchange relationships that puts a new twist on established theories.  This session will feature three papers presented by prominent scholars in the field of business-to-business relationships. The key issues to be addressed include:
  • Process control may have unintended, crowding out effects, particularly in B2B relationships as this form of control impinges on independent channel members’ autonomy. Drawing on self-determina​sation theory, this study examines what factors contribute to the disciplining effects of process control in B2B relationships.
  • TCE focuses on the development of governance structures that address ex ante inference problems, yet channel relationships are also prone to ex post inference problems. Attribution theory sheds insight on the ex post inference process. Drawing on attribution theory, this study examines the antecedents and consequences of guileful attributions.
  • The geographic proximity of franchised outlets may produce conflicted effects – the ability to share knowledge with proximal outlets and the intra-brand competitive effects that also likely accrue. Drawing on clustering theory, this study examines more than 500 outlets of a US-based franchise system over more than a decade, yielding significant insights into multi-agency relationships and their ongoing management.

Teaching and Learning SIG

Delivering Value in the Marketing Classroom: A Presentation by the Three Finalists of the Pearson Prentice Hall’s Solomon-Marshall-Stuart Innovative Excellence in Marketing Education Award 


The Teaching and Learning Special Interest Group, in partnership with Pearson Prentice Hall and Solomon, Marshall, Stuart (the authors of the Marketing: Real People, Real Choices marketing text), conducts an annual competition to recognize and celebrate innovative excellence in marketing education. Innovative Excellence refers to the novelty, quality and demonstrated impact of a pedagogical innovation that advances the discipline of marketing education by overcoming challenges in current or traditional approaches to course delivery. The competition is open to any full-time marketing educator who is a member of the AMA, who has created and proven an innovative method of teaching marketing. The competition is open to any and all innovations in marketing education, including classroom or course management innovations, new curricula or course strategies, and novel approaches to in-class activities or course projects. Innovations are not restricted to any particular marketing course or specialization. Applicants’ materials are judged by a panel of experts including past winners of the award. The call for submissions is appended to this proposal.
The purpose of the special session is to recognize the top three innovations from all of the submissions with the three finalists presenting and sharing best practices with other marketing educators.


Relationship Marketing SIG

Relationship Marketing in a Digital World


  1. Dr. Kevin Lane Keller
    E. B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College
  2. Dr. Barbara Kahn
    Patty and Jay H. Baker Professor of Marketing, The Wharton School, University of Pennsylvania
  3. Ms. Amrita Chowdhury
    Director, GAIA Smart Cities, India


Doctoral Student SIG

Doctoral SIG presents the Mathew Joseph Award


This award honors a doctoral student scholar who displays exemplary scholarship and a bright future in the marketing discipline. 
Dr. Mathew Joseph is the Emil C. E. Jurica Distinguished Professor of Marketing at St. Mary’s University. He holds a Master of Business Administration degree from Southeast Missouri State University and a doctoral degree from the University of Waikato in New Zealand. Dr. Joseph has been a long-time supporter and benefactor of DocSIG, its mission, and its ability to help future scholars and educators. DocSIG is grateful for his positive influence and his desire to recognize doctoral student achievement.

Monica Gerhardt