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Organizational Frontline Research (OFR) Symposium

San Diego, CA

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.

Price: $199

Sponsored by:

  • 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

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

Coffee Break

OFR Young Scholar Research (YSR) Competition - 2020 Winners

Session Chair: Todd Arnold

Networking Lunch

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

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

Coffee Break

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

Dinner and Craft Beer Tasting

Karl Strauss Brewing Company

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

Coffee Break

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

Concluding Remarks

Event Location

InterContinental San Diego

901 Bayfront Court
San Diego, CA 92101
(619) 501-9400



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

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.


Organizational Frontline Research (OFR) Symposium