Presented by the Journal of Marketing Research
Part 1: Monday, September 20, 2021, 6:00 to 8:45 a.m. CT
Part 2: Tuesday, September 21, 2021, 4:00 to 8:00 p.m. CT
The marketing discipline has overwhelmingly focused on maximizing positive outcomes, such as happiness and satisfaction for consumers and revenues, profits, and marketing-mix effectiveness for companies. However, marketers can also examine reducing negative outcomes for individuals, firms and society at large. We call this approach mitigation in marketing (MiM), which entails understanding, measuring, alleviating and assuaging the potential harmful consequences of consumer, firm and employee activities.
The Journal of Marketing Research developed the special issue on Mitigation in Marketing and is excited to host this virtual workshop to provide further context on the special issue. Plus, this workshop is an opportunity for interested authors to exchange ideas, provide feedback and learn from each other.
Registration for this workshop is $25.