MSP 2023


International Conference of Marketing, Strategy and Policy, Newcastle University (and online), 20-23 Jun 2023; Deadline 31 May

POSTING TYPE: Calls: Conferences

Author: Pantea Foroudi

7th International Conference of Marketing, Strategy and Policy (MSP2023)

Online: 20th June 2023

In-Person at Newcastle University: 21st-23rd June 2023

Innovative Marketing in Disruptive Markets

With the rapid progress of digital technologies, the composition of markets has been radically transformed and reorganised into new forms of marketing systems, business relationships and consumption processes. The deployment of cross-disciplinary knowledge in the creation of new offerings, processes and business models has given rise to innovative means of implementing the marketing practice. Since the digital revolution, new types of marketplaces, sellers and consumers have been emerging at an accelerating rate. For example, through the 3D printing technology, manufacturers have started to shift their production operations to 3D printing hubs and become the providers of digital designs. This has not only reduced the cost of operating and enhanced the implementation of agile manufacturing methods but also transformed the whole supply chain management process by increasing the localisation of production practice. Importantly, innovative marketing implementations based on sharing and collaborative consumption as well as reverse channel distribution approaches have contributed to the achievement of sustainability goals. Similarly, the use of Big Data and several digital technologies such as 3D printing, artificial intelligence (AI), Internet-of-Things (IoT) and blockchain technologies in the marketing process has enabled companies to more effectively cope with environmental turbulences, and optimize their commercial and sustainable business and marketing operations and performance. In the last few decades, companies have increasingly invested in omni-channel marketing for their retail marketing operations, which has improved consumer experience given its consistent marketing provision through flawless integration of various traditional and technology-based marketing channels. In addition, nowadays, the potential of virtual reality, augmented reality and blockchain (e.g. cryptocurrency) technologies have started to be realised through marketing in the metaverse marketplace which promises consumers with novel ways of interacting with brands and their offerings. Through this new marketplace, the existing rules of geo-marketing and retail marketing have become obsolete, and the role of data driven marketing has become more dominant. Brands can now build on their identities, reputation and images in these emerging marketplaces in transformative ways, through their enhanced and innovative engagements with consumers and end users anytime and anywhere in the world. Furthermore, today’s disruptive markets such as metaverse and non-fungible tokens (NFT) marketplaces provide brand owners with immersive opportunities to change the rules of engaging with product innovation, design and aesthetics associated with their digital offerings.

The seventh annual conference of Marketing, Strategy and Policy (MSP) invites research scholars, academics and practitioners from around the world to discuss, analyse and evaluate how innovative marketing processes, approaches and practices are developed and implemented in disruptive markets from business, consumer, policy-maker and/or technology perspectives. The objective of this conference is to initiate an intellectual debate and critical discussion about the bright and dark sides of engaging in innovative marketing in response to disruptive markets. Against this background, this conference invites the empirical and conceptual papers that will contribute to these debates and discussions. Specifically, the conference aims to stimulate dissemination of insightful knowledge by answering a range of topical questions such as how and when innovative marketing processes, approaches and practices may benefit companies, business networks and brands operating in disruptive markets?, how they may benefit consumers and consumption practice in such markets?, how and under what conditions they may become detrimental for businesses and marketing stakeholders including consumers?, how they may be used to achieve increased business performance, and more ethical and sustainable business practice?, how policy-makers can ensure effective and ethical marketing operations in disruptive markets, and so on. The submitted papers can include national and/or international dimensions and address the conference theme through a range of diverse perspectives such as general marketing, consumer research, retail, strategy, management, policy, technology, information sciences, data analytics and modelling, innovation, supply chain management etc.