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Call for Papers: 2020 Summer Academic Conference

Theme: “Bridging Gaps: Marketing in an Age of Disruption”

In the last decade, marketing has been affected by disruption in ways that nobody could have foreseen.  From big data to social media, to the sharing economy, technology has disrupted product innovation, pricing structures, branding strategies, and distribution platforms. This disruption raises novel questions that require new thinking, research methods and tools.  The 2020 AMA Summer Academic Conference, happening August 18-20, 2020, as a virtual event, is a platform to bring together academics and practitioners to set the agenda for this future. (event location and dates updated June 2020)

The deadline for submissions is January 30, 2020

Authors will be notified about submission decisions on or before April 15, 2020.


Conference Co-Chairs

Simon Blanchard

Associate Professor of Marketing, Georgetown University

Amber Epp

Associate Professor of Marketing, University of Wisconsin

Girish Mallapragada

Associate Professor of Marketing, Indiana University

Conference Tracks and Associate Editors

Marketing-Technology Interface: Beyond Digital and Social Marketing

  • Natasha Foutz, University of Virginia and Beth Fossen, Indiana University

This track explores marketing research pertaining to the challenges and opportunities presented by new technologies in marketing (e.g., AI, IoT, AR, VR, etc.) and factors of increasing importance in the digital economy (e.g., online privacy, mobile marketing, integrated channel strategies, machine learning, big data, text and image analysis, etc.). This track will further highlight research on digital channels, social networks, multi-channel and multi-media consumer behavior, and more.

Platform and Sharing Economies

  • Davide Proserpio, USC Marshall and Gaia Rubera, Bocconi University

This track seeks theoretical and empirical papers studying online platforms such as Airbnb, Uber, TripAdvisor, Expedia, Amazon, etc. Typical papers in this track provide significant marketing insights from real dataset, through access to new data sources, experiments, and natural experiments, or through novel analysis of existing data sources.

Consumer Behavior

  • Robin Soster, Drury University and Aaron Garvey, University of Kentucky

This track is looking for innovative and groundbreaking research to expand the limits of consumer behavior knowledge in marketing relevant contexts. Special consideration will be given to papers that explore consumer behavior that is clearly related to marketing phenomena – that is, consumer-centric research relevant to the acquisition, consumption, or disposition of products, services, or experiences. We welcome research on a variety of topics, including but not limited to: affect and emotion, attitudes, automatic and non-conscious processing, branding, consumer communities, corporate social responsibility, culture, framing, information processing, judgment and decision making, linguistics, loyalty, memory, personality, persuasion knowledge, pricing, public policy issues, satisfaction, social influence, sustainability, and word-of-mouth communication. Submissions are welcome whether they are conceptual or empirical in nature. In addition, we encourage qualitative, quantitative, and mixed-method research approaches.

B2B & Sales

  • Alok Saboo, Georgia State University and Frank Liu, University of Illinois

This track seeks high-quality submissions that develop or apply new theories or methodologies to the area of B2B and Sales. Appropriate topics for this track include understanding buying behavior, building profitable business relationships, creating new revenue streams or increasing revenues from current relationships, leveraging technology in the sales process, combining human and technological resources, organizational frontlines, etc. Submissions exploring the effects of Big Data and Machine Learning in the B2B sales process are particularly encouraged. However, this track welcomes a broad spectrum of submissions that offer new perspectives and insights into any of these related areas. Both conceptual and empirical works with diverse research approaches are welcome.

Emerging Markets

  • Mahima Hada, Baruch College and S. Arunachalam, Indian School of Business

Emerging markets have transformed themselves to become growth markets. Companies in such markets are at the forefront of change, embracing technology at a rapid pace and scale that even outgrows developed market peers. Center of global innovation has shifted to growth markets cutting across multiple disciplines – omnichannel, fintech, AI, big data, machine learning, etc. Consumer demographics are also favorable leading to novel approach to customer engagement that often emerge outside of primary P – product. Digital disruptions are effectuating novel ideas in distribution channels, promotional mechanisms, and pricing strategies. Large unaddressed markets in terms of low income and bottom-of-the-pyramid consumers provide great challenges and huge opportunities for companies to market and serve their products/services. This track invites papers that address all such issues and activities relevant to marketing in emerging markets and MNCs of emerging markets.

The New Pricing Revolution: Subscription & Monetization

  • Thomas Allard, Nayang Technological University and Vamsi Kanuri, University of Notre Dame

Price is an important nonphysical cue that helps consumers make a variety of inferences about the goods and services they purchase. The emergence of new B2B and B2C business models and technologies has spurred novel pricing practices, offering firms innovative ways to deliver and extract value, and thereby nurture sticky customer relationships. This track invites research papers that provide new insights into such novel and under-researched pricing strategies or challenge existing pricing theories in this contemporary era characterized by disruption, innovation, and change. All research methodologies (i.e., conceptual, qualitative, experimental, analytical and econometric modeling) and inter-disciplinary research are welcome.


  • Ravi Mehta, University of Illinois and Amlesh Sharma, Texas A&M University

Innovation is the growth engine for firms and contributes to value creation for the future. This track invites papers focused on issues related to new product development, innovation processes within and across firm boundaries and creativity.

Branding and Brand Management

  • Maria Rodas, USC Marshall and Mitch Olsen, University of Notre Dame

Brands are the most valuable intangible assets many companies possess, often worth more than the company’s tangible assets (e.g., Apple, McDonald’s). However, as consumers’ lives are disrupted by new technologies and societal trends that change the way they interact with brands, it is increasingly critical for managers to understand how brands both old and new can effectively navigate those changes going forward. This track invites conceptual and empirical papers that help companies understand how to manage their brands in ways that benefit the firm, its customers, investors, and/or other stakeholders.

Consumer Well-Being and Transformative Consumer Research

  • Abhijit Guha, University of South Carolina and Jenna Drenton, Loyola University of Chicago

Modern consumers face instability in the contexts of financial services, healthcare access, environmental safety, social stigmatization, digital privacy, and political engagement, among others. In unstable times, how might marketers support consumer well-being and foster positive social change? This track calls for scholarship that examines complex interactions between consumer behavior, sociocultural contexts, marketplace institutions, and society-at-large. In line with transformative consumer research (TCR), this track acknowledges many pathways toward consumer well-being. Conceptual and empirical works are solicited, particularly those that capitalize on partnerships with real-world stakeholders. We encourage submissions that consider both the positive and negative aspects of marketplace interventions.

The View from the Top: Upper Echelons in Marketing

  • Kim Whitler, University of Virginia and Frank Germann, University of Notre Dame

This track invites papers and special session proposals that deal with upper echelons marketing: the board of directors, CEO, or top management team (including the CMO) levels. Consistent with the conference theme, we especially encourage papers and/or special session proposals that focus on issues that are relevant to both academics and practitioners but currently not adequately addressed in the literature. Both conceptual and empirical papers are welcome as are qualitative, quantitative, and mixed-method research approaches

The Service Revolution

  • Yashoda Bhagwat, Texas Christian University and Clay Voorhees, University of Alabama

Service sector is experiencing a new revolution due to developments in business model and technology innovations. New models in design, pricing and delivery of products are creating new opportunities to reimagine what products and services mean to firms and consumers. The track invites papers that investigate emerging areas of research in this domain.

Market Research & Analytics

  • Qing Liu, University of Wisconsin-Madison and Sandeep Chandukala, Singapore Management University

This track seeks high quality work that develops or applies research methodologies, measurement techniques, or data analysis procedures to marketing and marketing research. Appropriate topics for this track include all methodological opportunities and challenges that scholars and practitioners confront in conducting their research. Specific issues may include but are definitely not limited to: qualitative and quantitative research issues, cross-cultural or online research methodologies, sampling, and graphical presentation of research findings. Other examples include identifying problems with current best practices, new developments in analytics, assessing mediated or moderated relationships, modelling multiple levels of data, categorization and segmentation, controversies in reflective and formative measurement, experimental designs and corresponding analytic issues, assessment techniques for handling response and non-response biases, and issues in missing-data analysis. Expository papers on marketing applications of novel statistical, machine leaning, AI methods or other studies that challenge conventional research practices are also a good fit for this track. Finally, both conceptual and empirical works are welcome.

SIG Programming

  • Monica Gerhardt, American Marketing Association

Submission Types

All submissions should be made electronically via the AMA’s new online submission management system, Exordo. You will need to create a new user name and password to submit. The deadline for submission is January 30, 2020.

Competitive Papers 

Submission Template – Competitive Paper

Manuscripts addressing substantive or theoretical topics are sought for competitive paper sessions.

It is mandatory that at least one author of all accepted papers register for, and present the paper at, the conference. Submission of the same (or substantially overlapping) manuscript(s) to multiple themes is not permitted. As a reminder, papers are reviewed following a double-blind process; reviewers will not know who authored the papers, nor will authors know the names of their reviewers.

Format and Style for Competitive Papers:

Prepare and submit electronic documents in PDF format.  Please include 1) Title, 2) Extended Abstract (175 word limit), 3) Key Contributions to academe and practitioners (300 words) 4) Manuscript (up to 3,600 words), 5) Table or Figure (optional) and 6) Selected references. Authors have the option of including one table summarizing results and/or one figure (these do not count against the word limit). References also do not count against the word limit.

[Please note that submissions with text longer than 3,600 words will not be reviewed].

To assure a blind review, authors must avoid revealing their identities in the body or reference section of the paper. Authors should do the following:

  • Do not include a front page with author-identifying information.
  • Remove the author identifying information from the document’s file properties. In Word, this can be done by using/clicking on the “Properties” feature (use Word’s Help resource for further details on how to use it).

At the time of submission via Exordo, the submitter will be asked to provide contact information for all authors including name, affiliation and email.

Confirmation that your paper was submitted successfully will be sent via email to the submitter.

Authors of accepted competitive papers have the option of publishing either an extended abstract or a full paper in the conference proceedings. Choosing to publish an Extended Abstract gives authors the option to submit the paper elsewhere for publication after the conference.


Submission Template – Poster Presentation

Poster sessions provide an opportunity to share research in the working stage, i.e., with at least part of the data having been collected and analyzed, but not necessarily ready for submission to a journal. They are presented as part of poster sessions. Poster sessions can be particularly useful for getting input at intermediate stages of a research project. All poster abstract submissions must be directed to only one track.

By submitting a poster abstract, the author affirms that he/she will register for and appear at the conference to participate in the poster session.

Format and Submission Process for Posters:

Prepare and submit electronic documents in PDF format.  Please include 1) Title, 2) Key Contributions to academe and practitioners (300 words), 3) Extended Abstract (1,000 word limit), 4) Table or Figure (optional) and 5) Selected references. Authors have the option of including one table summarizing results and/or one figure (these do not count against the word limit). References also do not count against the word limit.

To assure a blind review, authors must avoid revealing their identities in the body or reference section of the paper. Authors should do the following:

  • Do not include a front page with author-identifying information.
  • Remove the author identifying information from the document’s file properties.

At the time of submission via Exordo, the submitter will be asked to provide contact information for all authors including name, affiliation and email.

Confirmation that your abstract was submitted successfully will be sent via email to the submitter.

Accepted poster authors must agree to prepare a poster for display during the session and be available to discuss your research and answer questions during the invited poster session. Poster presentation are not included in the proceedings.

Special Sessions

Submission Template – Special Session

Anyone may organize and propose a special session, although those who are unfamiliar with AMA conference special sessions are encouraged to discuss their ideas with the conference co-chairs or track chairs for developmental feedback before submitting a proposal.  Special sessions provide a good vehicle to acquaint marketing academics with new perspectives, theories, and provocative ideas, to bring diverse participants together around a common theme, or to integrate academically-minded practitioners into the conference. Sessions involving participants from multiple countries, focusing on theory development or cutting-edge research directions, and offering insights regarding academic-business partnerships for teaching or research are particularly encouraged. 

Special sessions should feature three or four presentations on a related theme. Another possibility is an interactive panel discussion among 4-6 panelists and a moderator. Other creative special session formats are encouraged, particularly those that generate attendee interaction. 

All special session proposal submissions must be directed to only one track. Proposals for special sessions should describe the topic and its importance to marketing, summarize the issues to be covered, and identify all individuals (with their qualifications) who will formally participate. Special session proposals should provide specificity regarding the purpose, format, participants, and roles in the session. AMA Academic Special Interest Groups (SIGs) may propose special sessions to the SIG Programming track.

Selection criteria include the general quality of the proposal, the level of interest the session is likely to generate at the conference, and the session’s relevance to the conference theme.

By submitting a special session proposal, the organizer and listed participants affirm that, if accepted, all will register for and appear at the Conference as described in the proposal. 

Format and Submission Process for Special Sessions:

Prepare and submit an extended abstract in PDF.  Special session proposals must include the title of the session and an extended abstract of 3,600 words maximum. The proposal should describe the objective of the session, its structure and general orientation, likely audience, key issues, and topics to be covered, as well as a description of why the session is likely to make an important contribution to the discipline. Also, include a brief description of each paper in the session.

At the time of submission via the online system, the submitter will be asked to provide complete contact information for all presenters including name, affiliation, and email as it should appear in the final program materials. Special sessions are not included in the proceedings.

Due to the unique nature of special sessions, presenter names and information should be included in the proposal and will be noted as a part of the review process.

Confirmation that your proposal was submitted successfully will be sent via email to the submitter. All special session participants are expected to register for the conference.

Code of Ethics

Authors submitting papers to American Marketing Association academic conferences must adhere to the following code of ethics: 

  • Submission of the same (or substantially overlapping) manuscript, special session proposal, or working paper abstract to multiple themes is not permitted.
  • Submitting authors should specify who will present papers being considered for Special Sessions or Competitive Paper presentations. An author can be listed as a presenter for no more than two submissions but can be listed as the co-author of multiple submissions. This restriction is to encourage authors to submit their best work and to allow a wider range of presenters.
  • Submissions should not already be published in any journal or publication (including online journals, books, and book chapters). Submitting authors should monitor this issue carefully.
  • Competitive Paper and Poster submissions should not include content that has been presented at earlier AMA conferences.