Bridging at the Frontiers: Marketing for a World in Transition
As the AMA’s first conference outside the U.S., Bridging at the Frontiers highlights marketing’s unique role in connecting diverse ideas, geographies and priorities while exploring the boundaries of innovation and practice. In today’s world of transition—marked by geopolitical tensions, within-country polarization and ideological contests, environmental challenges and the transformative impact of AI—marketers must navigate complex trade-offs and seize opportunities to create meaningful value.
The 2026 theme emphasizes the dual challenge of bridging divides—local and global, technological and human, ideological and practical—while advancing the frontiers of what marketing can achieve. How can marketing leaders respond to shifting societal norms and skepticism toward policies of sustainability and inclusion while fostering trust across diverse audiences? What role can AI play in transforming customer journeys while driving ethical innovation and equitable growth, such as balancing personalization with privacy and fairness? How can firms manage the dynamic tension between global ambitions and local relevance, ensuring their strategies resonate across distinct cultural and economic contexts?
Mark your calendar for the 2026 AMA Winter Academic Conference to explore these pressing questions and opportunities, from rethinking how marketing helps to balance resilience and efficiency in rapidly evolving markets to leveraging emerging technologies to address societal challenges. Together, we’ll bridge the gap between academia and practice, connect global trends with local realities, and chart new frontiers for marketing in a dynamic and interconnected world in transition.
Now Open: Call for Papers
Submit your research before the August 20 deadline for a chance to be a part of the 2026 conference.
Why Attend?

Hear new perspectives from colleagues across the discipline at this premier marketing research event, where top-tier scholars will present their compelling research.

Engage in conversations about the latest research topics with researchers, reviewers and editors using our inclusive community and contribute to a more comprehensive approach to marketing.

Connect with like-minded scholars through various learning and networking opportunities.

Celebrate milestones within the community as AMA honors the 2026 AMA Fellows cohort, the 2026 AMA-Irwin-McGraw-Hill Distinguished Marketing Educator Award recipient, and other distinguished winners.
Conference Co-Chairs

Michael Haenlein
ESCP Business School

K. Sudhir
Yale University

Ela Veresiu
York University