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2024 Organizational Frontlines Research Pre-Conference

St. Pete Beach, FL

Disruptive Times, Resilient Frontlines

Join us for the 9th Annual Organizational Frontlines Research (OFR) Symposium to explore the latest scholarly research and industry trends related to organizational frontlines. This event takes place on February 22-23, 2024, in St. Pete Beach, FL, before and in conjunction with the 2024 AMA Winter Academic Conference.

The 2024 theme, Disruptive Times, Resilient Frontlines, emphasizes developing a resilient frontline across a range of organizations, including retailers, manufacturers, healthcare providers, hospitality and sales organizations.  

The frontlines of most organizations—where organizations connect, engage and service their customers—continue to experience unprecedented disruptions ranging from human resource challenges, evolving consumer behavior and technology integration, as well as economic and socio-political shocks. As organizations look ahead, they must place a new emphasis on a resilient frontline that can continue to meet customer needs regardless of external influences. Moving toward this goal, organizations are adopting a wide range of strategies, including an increased reliance on technology and AI, re-investing in employee recruitment, training and retention strategies, as well as shifting traditional service and selling roles to customers. The 2024 pre-conference event brings together thought leaders in academia with industry leaders to share insights, discuss these grand challenges and develop a productive path forward for organizational frontline research and practice.

To accomplish this goal, the pre-conference event once again will place an emphasis on practical applications through applied research discussions as well as keynote and panel presentations by industry experts implementing frontline strategies.


Academic Professionals


Doctoral Students


Are you interested in attending the AMA Winter Academic Conference right after this pre-conference? Learn more and register today!

Introductions and Welcome

Executive Perspectives on Disruptive Times

Research Presentations


Academic Research Presentations

Reception and OFR Awards


Announcements and Introductions

Executive Perspectives on Disruptive Times

Young Scholar Finalists’ Presentations

Young Scholar Breakouts


Executive Wrap-Up

Closing Comments and Special Session Reminder

OFR/AMA Winter Academic Conference Sessions

  • 1:00 p.m. – 2:15 p.m. | OFR Special Session – Resilience on the Frontline – Executive Perspectives
  • 2:30 p.m. – 3:45 p.m. | Joint OFR – RMSIG Special Session – Resilience on the Frontline – Academic Perspectives

You must be registered for the 2024 AMA Winter Academic Conference to participate.

TradeWinds Island Grand Resort

5500 Gulf Blvd.
St Pete Beach, FL 33706
Phone: (727) 367-6461


Room Rate:

We’ve secured an AMA room block at a special rate of $249.00 single/double occupancy per night (excluding taxes and applicable fees which are currently 13%. Taxes and fees are subject to change).

To make reservations, please call the Hotel at (800) 808-9833 and reference the AMA Winter Academic Conference. Reservation link coming soon.

Please reserve your overnight accommodations early as there are a limited number of AMA special rates available. The discount rate cut-off date is January 22, 2024.

Please know that any hotel room booked outside the AMA negotiated block may not be eligible for the discounted rate. Those reservations may also have a different cancellation policy and will not be eligible for reimbursement in the case of event cancellation.

Learn More about Hotel Accessibility and the Hotel’s Cashless Policy.


Area Attractions, Events and Tourism

Please explore Visit St. Pete/Clearwater for destination information:



The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Support Center at (800) AMA-1150. A member of our staff will ensure that appropriate access arrangements are made. If you have specific disability-related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

2024 Organizational Frontlines Research Pre-Conference