Organizational Frontline Research (OFR) Symposium

San Diego, CA

Thursday, February 13

8:00 am - 8:15 am


8:15 am - 9:15 am

Practitioner Keynote: Jürgen Brock, Fujitsu

9:15 am - 10:15 am

Frontlines in the Age of Machines

Ruth Stock-Homburg

Customer Responses to Service Robots During Service Encounters


R Gary Bridge, Jürgen Kai-Uwe Brock, Jagdip Singh, Satish Nambisan

Organizational Frontline Challenges of Maintaining One-Voice in the Age of Machines

12:00 am - 10:45 am

Coffee Break

10:45 am - 12:00 pm

OFR Young Scholar Research (YSR) Competition - 2020 Winners

Session Chair: Todd Arnold

12:00 pm - 12:45 pm

Networking Lunch

12:30 pm - 1:30 pm
OFR-YSR Led Roundtable and Breakout Sessions

Session Chairs: Linda Alkire, Yashar Atefi, Amy Fehl, Kaushik Jayaram, Corinne Kelley, Justin Lawrence, Mohsen Pourmasoudi, Blake Runnalls, Sunil Singh (coordinator)

Session Co-Chairs: Todd Arnold and Jagdip Singh

This inaugural YSR roundtable discussion will form a basis to develop and nurture a vibrant, OFR-focused research community, consisting of ‘late-stage’ doctoral candidates, and ‘early-stage’ assistant professors, with input, mentoring, participation and encouragement from “seasoned” OFR scholars and practitioners. All OFRers are welcome to join and participate to support this initiative.

Session Discussants:
Michael Ahearne, University of Houston
R Gary Bridge, Snow Creek Advisors
Jürgen Kai-Uwe Brock, Fujitsu
Mark Houston, Texas Christian University
Maribeth Kuzmeski, Red Zone Marketing
Amy Ostrom, Arizona State University
Nancy Sirianni, University of Alabama
Ravi Sohi, University of Nebraska-Lincoln
Earl Taylor, Marketing Science Institute

Roundtable Research Breakout Sessions

Research paper discussions and brainstorming

1:30 pm - 3:00 pm

Digital Frontlines

Kris Zhou, B.J. Allen, Richard Gretz, Mark Houston

Platform Exploitation: When Service Agents Defect With Customers from Online Service Platforms


Riley T. Krotz, Stephanie M. Noble, Dhruv Grewal, Carl-Philip Ahlbom

Designing Brand Descriptions for the Digital Organizational Frontlines


Andrew T. Crecelius, Justin M. Lawrence, Robert W. Palmatier

Effects of Sales Channel Specialization in Business-to-Business Markets


Practitioner Discussant: Doug Herman, Director, Global Business Intelligence, Ingram Micro

3:00 pm - 3:30 pm

Coffee Break

3:30 pm - 5:00 pm

B2B Selling

Huanhuan Shi, Hari Sridhar, Rajdeep Grewal

The Value of Inside Sales Reps in Business to Business Collaborative Selling


Colleen McClure, Justin Lawrence, Todd Arnold, Lisa Scheer

Counting the Costs (and Opportunities) of Highly Involved B2B Buyers


Ed Nijssen, Michel van der Borgh, Dirk Totzek

Value Based Selling as Fair Treatment Practice: Dealing with Privacy Concerns in Product-Service System Selling


Practitioner Discussant: Sherry Sanger, Chief Marketing Officer, Penske

6:30 pm - 9:30 pm

Dinner and Craft Beer Tasting

Karl Strauss Brewing Company

1157 Columbia St.

(5 blocks from hotel; 10 minute walk)

Friday, February 14

7:15 am - 8:00 am


8:00 am - 9:00 am

Academic Keynote: Barbara Kahn, Wharton School

Keynote Session Lead: Michael Brady

9:00 am - 10:00 am

Consumers and Organizational Frontlines

Nicole J. Heß, Corinne M. Kelley, Maura L. Scott, Martin Mende, Jan H. Schumann

Getting Personal in Public !? How Consumers Respond to Public Personalized Advertising at the Organizational Frontline


Shinhye Kim, Alberto Sa Vinhas, U.N. Umesh, David Sprott

Can Negative Past Experiences Be Turned Into Positive Purchasing Behavior for Reinstated Customers? Regret Effect on Upgrading at Reinstatement


Practitioner Discussant: Maribeth Kuzmeski, President, Red Zone Marketing

10:00 am - 10:30 am

Coffee Break

10:30 am - 11:50 am

Frontline Service Employees: Current Evidence & Future Directions

Session Chair: Mahesh Subramony, Guest Editor, JSR Special Issue


Mahesh Subramony, Markus Groth, Yu Wu, Judy Hu

FSE’s across Research Streams: An Integrative Bibliometric Review


Eric Michel, Kris Hall, Matt Leon, Ji Qi, Sven Kepes, Laurence Weinzimmer

Meta-Analytic Review Of Employee Engagement and Customer Engagement


Kris Hall, Harrison Pugh, Matt Leon, Brittany Buis, Darren Good, Ji Qi

Differential Effects of Service Leader Behavior on Unit- and Individual-Level Outcomes


David Solnet, Ann Mirabito, Richard Robinson, Bethany Cockburn, Judy Hu, Laura McClelland, Maria Golubovskaya

An Employee-Centered Perspective of Workplace Well-Being:  The Neglected FSE

11:50 am - 12:00 pm

Concluding Remarks