Marketing in Flux: Reimagining Marketing Amid Technological and Geopolitical Transformation
Marketing academia converges each year at AMA’s leading research conference, Winter Academic. It is the only event that brings together top scholars across consumer behavior, quantitative, and strategy research streams to collaborate, debate, and push the discipline forward.
In today’s environment, that collaboration is more critical than ever. Marketing is being reshaped by a period of profound disruption. Rapid advances in artificial intelligence, automation, digital platforms, and data infrastructures are transforming how firms create value, engage customers, and make strategic decisions. At the same time, geopolitical tensions, shifting trade relationships, regulatory uncertainty, and social polarization are altering the broader environments in which markets operate. Together, these forces are challenging many of the assumptions that have long guided marketing scholarship and practice.
The 2027 AMA Winter Academic Conference in New Orleans invites scholars to examine how marketing is evolving in response to these technological and geopolitical transformations. It creates space for conversations about how firms, consumers, markets, and institutions adapt when the conditions surrounding exchange are increasingly dynamic, contested, and uncertain.
By bringing together diverse, interdisciplinary perspectives, the conference highlights research that helps reimagine marketing for a world in flux. We hope these conversations will deepen understanding of contemporary challenges while inspiring new research agendas, collaborations, and ideas that shape the future of the discipline.
Through this exchange, the conference helps translate dialogue into direction, advancing the discipline in meaningful ways.
Registration
In-Person Tickets
All in-person tickets include access to the online portion of the event taking place on February 8.
Academic/Industry Professional
AMA Member
Early-Bird (through Jan. 6): $689
Standard: $839
Non-Member
Early-Bird (through Jan. 6): $939
Standard: $1,089
Doctoral Student
AMA Member
Early-Bird (through Jan. 6): $409
Standard: $509
Non-Member
Early-Bird (through Jan. 6): $509
Standard: $609
Virtual-Only Tickets
Academic/Industry Professional
AMA Member: $149
Non-Member: $399
Doctoral Student
AMA Member: $79
Non-Member: $179
Claim Your One-Year AMA Membership with Registration
A one-year membership is included in the non-member conference fee. Once you register, we’ll send instructions to activate your membership.
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 2027 AMA Fellows cohort, the 2027 AMA-Irwin-McGraw-Hill Distinguished Marketing Educator Award recipient, and other distinguished winners.
Request An Invitation
Receive your invitation letter to the conference by generating your certificate quickly and easily using the form below.
Conference Co-Chairs
Alice
Wang
University of Iowa
Martin Wetzels
EDHEC Business School
Vamsi Kanuri
University of Notre Dame
Conference Tracks
Track Chairs:
Guda van Noort | G.vanNoort@uva.nl
Sara Rosengren | Sara.Rosengren@hhs.se
This track focuses on research examining advertising and marketing communications within a rapidly evolving technological and geopolitical landscape. It explores how firms design, integrate, and govern brand messages across paid, owned, and earned media to inform, persuade, and engage customers while building awareness, trust, and brand equity.
The track highlights work that advances understanding of how marketing communications influence consumer cognition, emotion, and behavior, as well as how organizations coordinate efforts across advertising, promotions, public relations, digital and social media, and influencer marketing. Key areas of emphasis include platform dynamics, data and automation, and evolving regulatory and ethical considerations.
It also covers research on message strategy and creativity, cross-channel integration, and communication effectiveness, alongside emerging topics such as AI-driven content, personalization, privacy, and brand activism. Contributions span a wide range of theoretical and methodological approaches.
Learn More
Track Chairs:
Ishita Chakraborty | ishita.chakraborty@wisc.edu
Sharmistha Sikdar | sharmistha.sikdar@tuck.dartmouth.edu
This track examines the growing role of artificial intelligence in marketing, focusing on how computational systems enhance decision-making, consumer experiences, and market performance. It spans three core areas: machine learning, generative AI, and behavioral and policy responses to AI.
The track explores how AI-driven models generate predictive, causal, and prescriptive insights, as well as how generative systems, including large language and multimodal models, enable content creation, personalization, and customer engagement. It also considers how these technologies are reshaping marketing strategy and practice, with emphasis on human–AI collaboration, automation, and the integration of AI into marketing decision processes.
Additional areas of focus include consumer responses to AI, such as trust, transparency, bias, and adoption, alongside broader considerations related to privacy, governance, and societal impact. The track addresses both the opportunities and challenges of AI, including implications for authenticity, ethics, and responsible use.
Research represented in this track spans a wide range of theoretical and methodological approaches, including interdisciplinary, empirical, analytical, and conceptual work.
Track Chairs:
Christian Kowalkowski | christian.kowalkowski@liu.se
Divya Anand | danand2@sdsu.edu
This track focuses on business-to-business (B2B) marketing and interorganizational dynamics, examining how firms co-create value through relationships, networks, and exchanges in a rapidly evolving technological and geopolitical landscape.
It explores key topics such as organizational buying behavior, multi-stakeholder decision-making, and go-to-market strategies, as well as the role of trust, governance, and power in shaping interfirm relationships. The track also considers alliances, networks, and platform ecosystems, with attention to how firms collaborate, compete, and adapt in the face of disruption.
Additional areas of emphasis include the impact of digitalization and AI in business markets, particularly across sales, pricing, customer relationships, and knowledge sharing. Broader themes include resilience, innovation, and the influence of shifting global trade and regulatory environments.
Track Chairs:
Christof Backhaus | christof.backhaus@tu-braunschweig.de
Elisa Schweiger | elisa.schweiger@kcl.ac.uk
This track focuses on branding, examining how brands are created, managed, and leveraged to build awareness, trust, loyalty, and long-term value for consumers, firms, and society.
It explores key areas such as brand identity, positioning, and equity, as well as how brands foster relationships through trust, attachment, and engagement. The track also considers brand strategy, communication, and portfolio decisions, including extensions, co-branding, and rebranding in dynamic market environments.
Additional areas of emphasis include how brands adapt to technological disruption and global uncertainty, including AI-generated content, authenticity, and evolving consumer expectations. It also highlights research on brand resilience, cultural relevance, and performance measurement across digital and global contexts.
Research represented in this track offers insights that advance branding theory and practice across a range of contexts and methodological approaches.
Track Chairs:
Bryce Pyrah | pyrah001@umn.edu
Chris Bechler | cbechler@nd.edu
Sophie Fan | sophie.fan@unsw.edu.au
This track focuses on consumer behavior and well-being, examining how individuals, groups, and organizations make consumption decisions and how these processes are shaped by psychological, social, cultural, and contextual factors.
It explores key areas such as consumer decision-making, emotions, identity, and social influence, as well as how evolving marketplaces shaped by digital platforms, AI, and shifting societal conditions impact consumer experiences and outcomes. The track also considers how marketing can foster engagement, trust, and responsible consumption.
Additional areas of emphasis include research across key subdomains such as consumer well-being, Consumer Culture Theory (CCT), and Transformative Consumer Research (TCR), with a focus on quality of life, cultural meaning, and societal impact. Topics such as sustainability, equity, health, and marketplace justice are also central to this track.
Research represented in this track provides insights into consumer behavior and its broader implications for well-being and society across a range of contexts and methodological approaches.
Track Chairs:
Chenxi Liao | chenxiliao@cuhk.edu.hk
Shyam Gopinath | shyam-gopinath@uiowa.edu
This track focuses on digital and social media marketing, examining how firms use technologies, platforms, and data to create value, optimize customer journeys, and drive performance.
It explores areas such as digital channels, social media, influencer marketing, e-commerce, and platform ecosystems, as well as how analytics, AI, and personalization shape engagement and consumer behavior. It also considers content strategy, algorithmic dynamics, and cross-channel integration within increasingly complex digital environments.
Additional areas of emphasis include measurement and optimization, including attribution, ROI, and experimentation, alongside emerging challenges related to privacy, regulation, platform governance, and the ethical use of data and AI.
Research represented in this track highlights both the opportunities and challenges of marketing in an evolving digital landscape across a range of contexts and methodological approaches.
Track Chairs:
Shunyuan Zhang | szhang@hbs.edu
Srinivas Tunuguntla | srinivas.tunuguntla@duke.edu
This track focuses on emerging issues in marketing, examining how technological innovation, institutional change, and societal and geopolitical forces reshape markets and the conditions of exchange.
It explores how firms, consumers, and market systems adapt within dynamic and uncertain environments. Key areas include evolving market environments and business models, such as immersive technologies (e.g., VR/AR), platform ecosystems, creator economies, and new forms of value creation and capture.
Additional areas of emphasis include institutions, regulation, and broader societal forces, including data privacy, platform governance, antitrust, sustainability, and polarization, and how these factors influence marketing strategy, consumer behavior, and market outcomes.
Research represented in this track provides forward-looking insights into how marketing evolves as markets become increasingly complex, mediated, and contested across a range of contexts and methodological approaches.
Track Chairs:
Brady Hodges | brady.hodges@byu.edu
Dian Wang | dian.wang@utsa.edu
This track focuses on global and cross-cultural marketing, examining how firms develop and implement strategies across international and culturally diverse markets.
It explores how cultural, political, institutional, technological, and socio-economic differences shape consumer behavior and marketing effectiveness. Key areas include global strategy decisions such as market entry, standardization versus adaptation, and cross-border branding, as well as how firms navigate shifting trade dynamics and geopolitical uncertainty.
Additional areas of emphasis include cross-cultural consumer behavior, particularly the role of values, identity, and social norms in shaping perceptions, preferences, and responses to marketing. The track also considers the impact of digital technologies and AI across global contexts, along with the evolving balance between globalization and localization.
Research represented in this track provides insights into marketing strategy and consumer behavior across diverse cultural and international environments, spanning a range of contexts and methodological approaches.
Track Chairs:
Andrew Crecelius | acreceli@iastate.edu
Jamie Carlson | jamie.carlson@newcastle.edu.au
This track focuses on marketing channels and supply chain management, examining how firms design, coordinate, and manage networks that deliver goods, services, and information to customers.
It explores key areas such as channel design, governance, and interfirm relationships, as well as how firms create and capture value across distribution and supply networks. The track also considers the impact of digital transformation, including AI, automation, and platform ecosystems, on coordination, customer experience, and firm performance.
Additional areas of emphasis include resilience and adaptation in the face of disruption, such as geopolitical shifts, regulatory uncertainty, and evolving trade dynamics. It also addresses sustainability and ethical considerations within distribution and supply networks.
Research represented in this track provides insight into how firms manage channels and supply chains in increasingly complex and uncertain environments across a range of contexts and methodological approaches.
Track Chairs:
Karen Robson | krobson@uwindsor.ca
Krista Hill | khill@babson.edu
This track focuses on marketing education, examining how marketing is taught, learned, and assessed in a rapidly changing environment.
It explores key areas such as pedagogical approaches, curriculum design, and skill development, including experiential and active learning, as well as the integration of digital tools, analytics, and AI into marketing education. The track also considers student engagement, learning outcomes, and the development of critical, creative, and analytical skills.
Additional areas of emphasis include curriculum innovation aligned with industry and societal needs, including ethical, global, and inclusive perspectives. It also addresses assessment, accreditation, and collaboration between academia and industry.
Research represented in this track highlights practical implications for improving marketing education and preparing learners for evolving career demands across a range of contexts and methodological approaches.
Track Chairs:
Natalie Chisam | nchisam@unl.edu
Rahul Suhag | rsuhag@mays.tamu.edu
Yixing Chen | ychen43@nd.edu
This track focuses on marketing strategy, examining how firms make and implement market-oriented decisions to create, communicate, and deliver value while achieving competitive advantage and strong performance.
It explores key areas such as market orientation, segmentation and positioning, resource allocation, and competitive dynamics, as well as how firms translate marketing actions into growth, profitability, and brand equity. The track also considers innovation, digital transformation, and data-driven decision-making in evolving market environments.
Additional areas of emphasis include the performance implications of marketing strategy, including ROI, customer value, and firm outcomes. It also addresses emerging issues such as AI, sustainability, and shifting competitive and geopolitical conditions.
Research represented in this track provides insights into how strategic marketing decisions drive firm success across a range of contexts and methodological approaches.
Track Chairs:
Joonhyuk Yang | joonhyuk.yang@nd.edu
Susanne Adler | adler@lmu.de
This track focuses on the development and application of new methodologies for marketing research and analytics in a rapidly evolving environment shaped by artificial intelligence (AI) and interdisciplinary exchange. Work relevant to this track advances how scholars choose research questions, design studies, generate and analyze data, and draw credible implications, with particular emphasis on (1) AI-driven methodological innovation, (2) research quality, reproducibility, and uncertainty quantification, as well as (3) extensions of established methods, while remaining open to contributions beyond these areas.
Track Chairs:
Ralf Wilden | ralf.wilden@mq.edu.au
Ricarda Bouncken | Bouncken@uni-bayreuth.de
This track focuses on new product development and innovation, examining how firms create, commercialize, and scale new products, services, and business models within complex and evolving market ecosystems.
It explores key areas such as opportunity identification, idea generation, design, testing, and commercialization, as well as the role of customer insight, co-creation, and cross-functional collaboration in driving innovation success. The track also considers how innovations are adopted and diffused, and how firms orchestrate ecosystems to create and capture value.
Additional areas of emphasis include the impact of emerging technologies, including AI and data-driven approaches, alongside broader issues such as risk, speed-to-market, and responsible innovation in dynamic and uncertain environments.
Research represented in this track provides insights into how innovation drives firm growth and market transformation across a range of contexts and methodological approaches.
Track Chairs:
Arne de Keyser | arne.dekeyser@edhec.edu
Arun Gopalakrishnan | agopala@rice.edu
This track focuses on customer relationship management and customer experience, examining how organizations build, manage, and sustain customer relationships over time and how customers perceive and respond to interactions across the customer journey.
It explores key areas such as customer acquisition, onboarding, retention, loyalty, and re-engagement, as well as concepts including customer lifetime value and customer equity. The track also considers the strategic use of data, analytics, and technology in managing customer relationships.
Additional areas of emphasis include customer experience design and management, including touchpoint and journey orchestration, experiential dimensions (cognitive, emotional, sensory, and social), and the role of digital and AI-enabled technologies in shaping customer experiences. It also addresses how relationship management and customer experience influence outcomes such as satisfaction, engagement, advocacy, and firm performance.
Research represented in this track provides insights into customer-centric strategy, relationship management, and experience-driven value creation across a range of contexts and methodological approaches.
Track Chairs:
Michael He Jia | mhjia@hku.hk
Sai Chand Chintala | saichandc@smu.edu.sg
This track focuses on retailing and pricing, examining how firms create, communicate, and capture value through strategic decisions in increasingly digital, data-driven, and competitive marketplaces.
It explores key areas such as retail strategy and innovation, omnichannel and platform-based models, merchandising and assortment decisions, and customer experience design. The track also considers the role of technology-enabled services, including AI, analytics, and automation, in shaping retail environments and performance.
Additional areas of emphasis include pricing strategy, including value perception, price fairness, promotions, and dynamic and personalized pricing, as well as how pricing decisions influence consumer behavior, competitive dynamics, and firm performance. It also addresses the interaction between retail environments and pricing, including price transparency, loyalty programs, and digital and algorithmic pricing.
Research represented in this track provides insights into retailing and pricing strategy, advancing both theoretical and managerial understanding across a range of contexts and methodological approaches.
Track Chairs:
Johannes Habel | jhabel@bauer.uh.edu
Selma Kadic-Maglajlic | skm.marktg@cbs.dk
Sunil Singh | ssingh1@niu.edu
This track focuses on selling and sales management, examining how sales organizations are evolving amid technological disruption, geopolitical uncertainty, and changing buyer–seller interactions.
It explores key areas such as sales force design, leadership, motivation, incentives, and performance management, as well as the growing role of AI, analytics, and digital tools in prospecting, pipeline management, and customer engagement. The track also considers personal selling, including adaptive and consultative selling behaviors, buyer–seller interactions, trust formation, and negotiation within hybrid and technology-enabled environments.
Additional areas of emphasis include hybrid and remote selling models, marketing–sales alignment, global and cross-cultural selling, salesperson well-being, and ethical challenges in AI-augmented selling.
Research represented in this track provides insights into sales management, personal selling, and effective commercial strategy across a range of contexts and methodological approaches.
Track Chairs:
Sören Köcher | soeren.koecher@uni-trier.de
Valentina Pitardi | v.pitardi@surrey.ac.uk
This track focuses on services marketing and management, examining the design, delivery, and management of services as intangible, process-based value propositions in a world shaped by technological disruption and geopolitical transformation.
It explores key areas such as service quality, customer satisfaction, trust, and loyalty, as well as service encounters, recovery, and relationship management in dynamic and uncertain environments. The track also considers technology-enabled services, including self-service technologies, AI and automation in service delivery, omnichannel service experiences, and the evolving roles of frontline employees in interactions among humans, technologies, and customers.
Additional areas of emphasis include service innovation, service ecosystems, and value co-creation, as well as transformative service research with implications for firm performance, customer well-being, and societal impact.
Research represented in this track provides insights into service marketing, service innovation, and service-driven competitive advantage across a range of contexts and methodological approaches.
Track Chairs:
Chiraag Mittal | cmittal@virginia.edu
Fei Gao | fgao@bentley.edu
Shreyans Goenka | Shreyansg19@vt.edu
This track aims to bring together research on Society, Public Policy, Sustainability, and Ethics to examine how marketing is evolving amid accelerating technological change and geopolitical uncertainty. It explores how systems, strategies, and consumer behavior shape well-being, equity, and broader social outcomes. It also considers how evolving regulatory frameworks, including AI, data, and platform governance as well as trade and geopolitical developments, affect marketing practices and consumer welfare, and how marketing insights can inform effective policy responses. The track further examines how firms navigate environmental responsibilities in shifting political contexts, supply chain disruptions, AI-related energy consumption, and growing stakeholder demands, while addressing foundational global challenges such as climate change. Finally, it explores how moral principles guide decisions across product, pricing, promotion, and data use, particularly considering the complexities arising from digital change and global uncertainty.
AMA Event Policies
Sheraton New Orleans
500 Canal Street
New Orleans, LA 70130
Phone: (504) 525-2500
Room Rate:
We’ve secured an AMA room block at a special rate of $255.00 single/double occupancy per night (excluding taxes and applicable fees which are currently 16.75% + $3.00 per room per night, but are subject to change).
Or you can call the Hotel at (888) 627-7033 and reference the American Marketing Association Winter Academic Conference.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.
A valid credit card is required to confirm and hold a reservation. Cancellations will be accepted without penalty if notice is received at least seventy-two (72) hours prior to arrival and a cancellation number is obtained.
An early departure fee of one night’s room and tax will apply if a guest checks out prior to the confirmed departure date.
The reservation cut-off date is January 12, 2027.
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.
Internet Service
Complimentary basic internet access will be provided in guest rooms.
Airport
Louis Armstrong New Orleans International Airport
Distance From Property: 14.8 Miles
Visit Airport Website: https://flymsy.com/
Parking
Garage ceiling max 6′ 5″, Tax not listed in fees
Valet: $55+ tax;
Oversize: $62 + tax
Valet Parking: $62.15 Daily
Area Information
Located on historic Canal Street just steps from the French Quarter, the Sheraton New Orleans Hotel is a short walk from Bourbon Street and steps away from the Mississippi River. The Warehouse Arts District, Harrah’s Casino, the Aquarium of the Americas, IMAX Theater, the Superdome are all nearby, as are major malls including the Outlet Collection at Riverwalk, French Market and The Shops at Canal Place. Please visit New Orleans & Company for additional city information. https://www.neworleans.com/
ADA
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.
