“Future Normal” and The Theory and Practice of Marketing


The Journal of Marketing Theory and Practice invites proposals for special issues concerning “Future Normal”; Deadline 1 May 2021

POSTING TYPE: Journal News

Author: Christopher Hopkins

“Future Normal” and The Theory and Practice of Marketing

Call for Guest Editors—Special Issue of JMTP

JMTP invites volunteers to submit a proposal to guest edit a Special Issue of JMTP concerning the issues of “Future Normal” for consumers, markets, firms, etc. Today’s environment is experiencing rapid changes in technology, social values, etc. which call for marketers to employ future thinking about the impact of such changes on markets, firms, and the ultimate consumer. In the future normal world, a myriad of changes are likely to have significant impact on society in general. These, heretofore unknown and unanticipated changes, will certainly have impact on the theory and practice of marketing.

The “next normal” and the following “future normal” will see dramatic changes in industry structures, consumption patterns, strategic market planning and workplace cultures, etc. For potential guest editors, the following list of topics are just a few examples to promote creative thinking and generate interest in exploring their own ideas with the JMTP editor:

1) Diversity

What would an expanded concept of diversity looks like in the future? Diversity of race and ethnicity has garnered a lot of attention. Diversity also regards questions concerning thought and creativity, sexual orientation, gender identification, learning mode, decision making style, etc. What market opportunities and threats would a wider view of diversity bring to innovation in the marketplace and subsequently the academic discipline of marketing? How would diversity affect people’s perceived happiness and quality of life? How about diversity of thought and creativity?

The concept of diversity has been expanded to diversity/equity/and inclusion. While people of color are more frequently represented in marketing communications/advertising, they are not represented in the marketing discipline. How might scholars and practitioners address this issue?

2) Political Polarization

What has been the effect of political polarization on marketing. For example, brands that take a political stand (My Pillow; Penzy’s Spices, Goya, etc.). Will it affect brands that express their values? Has it affected CRM?

3) Pandemic and Marketing

How has the pandemic changed marketers’ long held mental models in areas such as new product development, marketing strategy, market research, marketing communication, supply chain management, pricing, and value cocreation.

Has the pandemic influenced our philosophy on globalization? Have the recognition of the strategic value of products like personal protection equipment (PPE) influenced supply chain management decisions? How have firms responded to the whiplash effect brought on by the pandemic (e.g., runs on everything from toilet paper to hair clippers)?

How have firms and organizations, temporarily or permanently, innovated and adapted their business models to respond to societal and regulatory changes brought about by the pandemic?

What have we learned about consumers during the pandemic?

Will any pent-up demand soar once the pandemic passes? Are certain products or services permanently lost or irrevocably hurt by the economic impact of the pandemic?

4) Internet and Electronic Communications

With the prominence of the internet and electronic communications, what does the “distant” customer/customer base mean for the theory and practice of marketing? How will the creation, learning and dissemination of marketing knowledge change? What’s implication for marketing education?

5) Transportation and the Future

Transportation needs are changing and companies are responding. In fact, every industry sector will likely experience such changes? What are the opportunities and threats for marketers attempting to meet future needs? What will be the role of various stakeholders (regulators, consumers, interest groups) as well as the impact of environmental and technological changes? How will supply chains have to adapt?

6) Front-line Employees

What will the future of front- line workers be like? What about the nature of these jobs and the quality of services delivered? What will be the role of robots, artificial intelligence and technology in customer interface?

7) Ethical Issues

What ethical issues are going to challenge marketers and businesses in the future?

8) Implementing Plans

What issues will marketing face in implementing plans in the future?

9) Market Research Issues

Are there new marketing consumer research techniques that will help marketers better understand the “future consumer”?

The above list are just examples of the kind of topics that a guest editor might bring forth in a proposal. The proposal should be broad enough to garner sufficient submissions yet narrow enough to create focus to the proposed “Future Normal” issue. Potential guest editors for special issues should send a 2 page prospectus to the journal editor keeping in mind the aims and scope of JMTP which is attached. The prospectus should include the following:

1. The general topic of the special issue and likely issues to be addressed by authors

2. Articles may be theoretical, conceptual, empirical, or qualitative

3. Editor Responsibilities

4. Time line to publication

Please forward proposals via email by May 1, 2021 to:

Christopher D. Hopkins, Ph.D.
McLain Family Professor and Chair
Editor-in-Chief, Journal of Marketing Theory and Practice
Department of Marketing
Auburn University
Auburn, AL 36849
334-844-3016 (office)
864-650-1635 (cell)
CDH0059@auburn.edu (email)

Aims and scope

The Journal of Marketing Theory and Practice aims to address and advance a broad gamut of substantive, managerial issues across the field of marketing. As reflected by the journal’s title, the Journal of Marketing Theory and Practice is devoted to advancing the field of marketing in meaningful ways through scholarship that is both rigorous and relevant.

The Journal of Marketing Theory and Practice was the first high quality general marketing journal to require the pairing of academic sensibilities toward research with high potential for application of findings “on Monday morning” by marketing practitioners. The journal provides a unique outlet for publishing managerially relevant articles across a broad range of marketing subjects – an alternative to the fragmentation of the field of marketing into many sub-disciplines each represented by a specialty journal. With a decidedly international inclusiveness in terms of authors and reviewers, the Journal of Marketing Theory and Practice values and publishes both conceptual (non-empirical) and empirical work. The journal is also unbiased in preference to methodologies employed in empirical papers so long as the methodological approach properly fits the study’s aims and research questions.