Organizational Frontlines Research (OFR) is the study of interactions and interfaces at the point-of-contact between an organization and its customers that promote, facilitate or enable value creation and exchange.
Technological advances at the intersection of frontline interactions and interfaces are disrupting how organizations connect with their customers. The purpose of this symposium is to foster theoretical and empirical research in this emergent area.
The OFR Symposium coincides with the 2020 AMA Winter Academic Conference in San Diego, CA.
- Marketing Science Institute
- Case Western Reserve University
- Arizona State University
- Florida State University
- University of Houston
- University of Missouri
- University of Nebraska
- Oklahoma State University
AMA Event Policies and Commitment to Conference Safety
Thursday, February 13
Practitioner Keynote: Jürgen Brock, Fujitsu
Frontlines in the Age of Machines
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
OFR Young Scholar Research (YSR) Competition - 2020 Winners
Session Chair: Todd Arnold
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.
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
Research paper discussions and brainstorming
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
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
Dinner and Craft Beer Tasting
1157 Columbia St.
(5 blocks from hotel; 10 minute walk)
Friday, February 14
Academic Keynote: Barbara Kahn, Wharton School
Keynote Session Lead: Michael Brady
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
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
InterContinental San Diego
901 Bayfront Court
San Diego, CA 92101
We’ve secured an AMA room block at a special rate of $249.00 per night for single/double occupancy (excluding taxes and applicable fees which are currently 12.75% but are subject to change). Additional guests can be added for $20.00 per person, per night.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available. You can reserve your room online or by calling (800) 439-4745 (be sure to reference the AMA Winter Academic Conference). Please note: Any hotel room booked outside of the AMA negotiated block of rooms may not be eligible for the discounted rate and could have a different cancellation policy.
The reservation cut-off date is January 15, 2020.
The hotel daily amenity fee is waived for conference attendees and includes wireless internet access, gym and pool access, use of the business center and domestic phone calls.
> Reserve your room here.
Air Travel Discount
The AMA has teamed up with Delta Air Lines to offer a special discount on air travel. Click here to get started. You can also call the Delta Meeting Network at (800) 328-1111 and refer to meeting code NMTSM. There is no service fee for reservations booked and ticketed via this service.
Conference attire is business casual. Meeting rooms tend to be cool, so you may wish to bring a sweater/jacket.
Area Attractions, Events and Tourism
Please visit the San Diego Tourism Authority for additional city 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.