WMEC 2013 Call for Papers

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Call for Papers

2013 AMA Winter Marketing Educators Conference

Challenging the Bounds of Marketing Thought

February 15-17, 2013

Caesars Palace

Las Vegas, Nevada

SUBMISSIONS SITE OPENS NO LATER THAN MAY 11, 2012

http://convention2.allacademic.com/one/ama/winter13

The American Marketing Association recently celebrated its 75th anniversary. As part of this celebration, theJournal of

Marketingpublished a commemorative issue (October 2011) in which some of our fields visionaries reflected on the past,

present, and future of the marketing discipline. Collectively, these essays implore us to carefully consider many our existing

assumptions about consumers, producers, markets, and marketing education and scholarship. Building off this collection of

seminal ideas, the theme for the 2013 AMA Winter Educators Conference is Challenging the Bounds of Marketing

Thought. In accord with this theme, we welcome research that explores new areas, introduces novel concepts ormethods, or questions existing assumptions. There are 13 tracks from which you can select to submit your work. These

tracks have been purposively selected to cover a wide range of marketing interests and topics. In the spirit of the

conference we hope you will challenge yourself as well as the other attendees to think new thoughts and re-examine

existing assumptions.

The specific tracks for the conference are:

1) Consumer Culture Theory

2) Consumer Psychology

3) Global and Cross-Cultural

4) Innovation and NPD

5) Marketing Analytics and Research

6) Marketing for Higher Education

7) Marketing Theory

8) Sales and Customer Relationship Management

9) Service Research and Theory

10) Special Interest Groups

11) Social Media

12) Social Responsibility and Sustainability

13) Strategy

Presented below are the instructions for the Conferences various submission options. Please direct your competitive

paper, working paper and special session submissions, as well as all inquiries related to your submission, to the Track Chairs

for your topical area. Direct any general questions about the conference program to one of the Conference Co-Chairs:

Dr. Aric Rindfleisch Dr. James Burroughs

College of Business McIntire School of Commerce

University of Illinois University of Virginia

Champaign, IL 61820 Charlottesville, VA 22903

608-320-9380 434-243-8679

[email protected] [email protected]


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Aric Rindfleisch (PhD University of WisconsinMadison) is Head of the Department of Business Administration and John

M. Jones Professor of Marketing, University of Illinois and Research Professor at Korea University. Aric's research focuses

on consumption values, consumer-brand relationships, interfirm cooperation, and new product development has appeared

in theJournal of Marketing,Journal of MarketingResearch,Journal of Consumer Research,Journal of Consumer Psychology, as

well as other journals.

James Burroughs (PhD University of WisconsinMadison) is Professor of Commerce, McIntire School of Commerce,

University of Virginia. Jims research is focused in the areas of consumer behavior, specifically on such issues as materialism,

consumer culture, creativity, and consumer well-being. His research has appeared in theJournal of Marketing,Journal ofConsumer Research,Journal of Consumer Psychology, as well as other journals

Submission Options

There are four options available for submitting your research:

1) Competitive Papers2) Working Papers3) Special Sessions4) Index Card Competition

Submission Mechanism & Deadline

All submissions (other than the index card competition) will be made in electronic format to one of the respective tracks.

All manuscript processing, including submissions, reviewing, and acceptance decisions will be managed through the

allacademic system. Go to http://convention2.allacademic.com/one/ama/winter13 for instructions for logging onto this

system.

The deadline for submission is Monday, July 30, 2012. Notification of acceptance will be made by late October.

Competitive Papers

Papers focusing on a wide range of substantive, theoretical, or methodological marketing topics are sought for the

competitive paper sessions. Awards will be presented at the Conference for the Outstanding Paper in each Track, plus theConference Best Paper award. The Best Conference Paper and the Best in Track Papers will be selected based on

recommendations from the reviewers and the track chairs. In addition, an award will be given for the Best Student Paper.

Eligibility for the best student paper award is limited to those papers for which a student is the lead author.

Eligibility Requirements:

1. At least one author of all accepted papers must register for and attend the conference in order to present theirwork.

2. For papers to be published in the Proceedings, the authors must confirm that their manuscript is not currentlyunder review, accepted for publication, or published elsewhere. Papers submitted for publication as abstracts

must not be published at the time of the conference.

3. Authors whose work is accepted agree to publish their work in the Proceedings, which will be available at theConference. Authors have the option to publish the research in its entirety or in extended abstract form(preference does not affect the review process).

4. Authors agree that, if accepted, they will return the paper or extended abstract in the required final format forpublication in the Proceedings by the due date provided by AMA.


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Format, Style, and Submission Procedures for Competitive Papers:

1. Prepare and submit electronic documents in both Microsoft Word and PDF (both versions required). Submittedpapers - including references, exhibits, and appendices - must not exceed 20 double-spaced, typed pages

prepared in 12-point font. The paper should conform to the manuscript guidelines of the AMA journals (e.g.,

Journal of Marketing). Authors of accepted papers will revise their work in accordance with reviewers

suggestions and will prepare a final version or extended abstract for publication in the Proceedings; this final

version will need to be submitted in Microsoft Word only.

2. Please prepare a separate abstract not exceeding 100 words. This should not beincluded in the same document with the manuscript; rather, this short abstract will

be pasted in the appropriate space during the online submission process.

3. To assure a blind review, authors must avoid revealing their identities in the body orreference section of the paper. Manuscripts will be converted to PDFs by the system

upon submission. Authors should:

-Not include a front page with author-identifying information. This

information will be submitted separately.

-Remove identifying information from the document properties. In Word2003, this can be done by clicking on File -> Properties, and selecting the

Summary tab. Erase any author or university information. Save. In Word 2007,

click on the Microsoft Office Button (orange logo in upper left), click

Prepare -> Properties. Delete any author or university information. Save.

4. Go to http://convention2.allacademic.com/one/ama/winter13 for instructions on submitting to the conference.You will need to indicate this is a Competitive Paper, and which Track you wish the research to be considered for

(see the list below).

5. At the time of submission via the online system, the submitter will be asked toprovide complete contact information for all authors including name, mailing

address, phone number, fax number, and e-mail address as it should appear in thefinal program materials. All details, including the physical mailing addresses, are

required.

5. At the time of submission, the author(s) must indicate their intention to publish the

paper, if accepted, either in its entirety or in extended abstract form.

6. Follow the on-screen submission instructions of the allacademic Manuscript System. Confirmation that your paper

was submitted successfully will be sent by e-mail to the submitter. A confirmation will also be available in the

allacademic Manuscript System in the user's mailbox. Depending upon the decision of the review process, the

track chair will infom the author(s) if the paper has been accepted for presentation at a competitive session, or

for the poster session or rejected.

* If you would like to serve as a discussant, manuscript reviewer, or session chair, please contact the appropriate Track Chair(s)

and indicate your interest and area of expertise.

Working Papers

Papers reporting the results of research in its early stages and papers that the authors do not wish to present in

competitive sessions, should be submitted to the Working Paper track. Working Papers will not be included in the

Conference Proceedings and the authors must agree to:

1. Prepare a poster for display during the session (detailed guidelines will be sent

with acceptances).


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2. Bring several copies of the working paper to the conference to give to interested

Conference participants.

3. Make themselves available for discussion during the invited poster session and

reception.

Format, Style, and Submission Procedures for Working Papers:

The submission of a completed paper is not required for this category. Working papers submitted for presentation in a

poster format should include both a short and an extended abstract. More specifically:

1. Prepare and submit electronic documents in Microsoft Word and PDF (both versions

are required).

2. The submitted document should include a 1400-1700 word extended abstract. This

should include a summary of the research, including conceptualization, method, and

major findings.

3. No tables or figures should be included in the extended abstract.

4. Please prepare a separate abstract not exceeding 100 words. This should not be

included in the same document with the extended abstract; rather, this short

abstract will be pasted in the appropriate space during the online submission

process.

5. To assure a blind review, authors must avoid revealing their identities in the body or

reference section of the paper. Manuscripts will be converted to PDFs by the system

upon submission. Authors should:

a. Not include a front page with author-identifying information. This

information will be submitted separately.

b. Remove identifying information from the document properties. In Word

2003, this can be done by clicking on File -> Properties, and selecting the

Summary tab. Erase any author or university information. Save. In Word 2007,

click on the Microsoft Office Button (orange logo in upper left), click

Prepare -> Properties. Delete any author or university information. Save.

6. Go to http://convention2.allacademic.com/one/ama/winter13 for instructions on submitting to the conference.You will need to indicate this is a Working Paper, and which Track you wish the research to be considered for (see

the list below).

7. At the time of submission via the online system, the submitter will be asked toprovide complete contact information for all authors including name, mailingaddress, phone number, fax number, and e-mail address as it should appear in the

final program materials. All details, including the physical mailing addresses, are

required.

8. At the time of submission, the author(s) must agree to publish the extendedabstract.

9. Confirmation that your working paper extended abstract was submitted successfullywill be sent by e-mail to the submitter. A confirmation will also be available in the

allacademic Manuscript System in the user's mailbox.


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Special Sessions

These sessions are intended to provide opportunities for focused attention to critical topics in

marketing. In order to promote discussion between participants and the audience from which a

larger understanding of the topic can emerge, special topic session organizers should have a chair or discussion leader that

is an expert in the area. Creative mechanisms for encouraging and managing discussion, besides the traditional discussion

leader/chair, are welcome, but must be described in the session proposal.

Format, Style, and Submission Procedures for Special Sessions:

1. Prepare the proposal in Microsoft Word and PDF form (both versions are required).

Special Topic Session proposals should not exceed 10 double-spaced, word-processed

pages prepared in 12-point font. The proposal should describe the objective of the

session, its general orientation, likely audience, key issues, and topics to be covered

as well as a description of why the session is likely to make an important contribution

to marketing. If the session involves multiple papers, the stage of completion for

each paper should be stated.

2. Prepare a separate abstract not exceeding 100 words. This should not be

included in the proposal itself but will be pasted in the appropriate space with your

submission. If your session includes multiple papers, prepare short abstracts (i.e., 100words) for each of these.

3. Go to http://convention2.allacademic.com/one/ama/winter13 for instructions on submitting to the conference.You will need to indicate this is a Special Session, and which Track you wish the research to be considered for (see

the list below).

4. At the time of submission via the online system, the submitter will be asked toprovide complete contact information for all authors including name, mailing

address, phone number, fax number, and e-mail address as it should appear in the

final program materials. All details, including the physical mailing addresses, are

required.

5. At the time of submission to the online system, you will have choices about how tosubmit your proposal that affect how it will appear in any online program. In either

case, you will be prompted at the end of the process to upload your full proposal

document.

-If the proposal is for a panel-type discussion, then complete the title,abstract of the session, and enter all the presenters. In a program, this

would appear as a title with a list of panelists.

-If the session will consist of separate presentations (i.e., either ondifferent topics or of papers), enter a title for the session, choose AddPapers, entering a title and the authors for each topic or paper with a

short abstract. This will appear in the program as a title with three

separate papers and their associated authors.

6. Confirmation that your proposal was submitted successfully will be sent by e-mail tothe submitter. A confirmation will also be available in the allacademic Manuscript

System in the user's mailbox.

7. Special Sessions are not included in the Conference Proceedings.


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Index Card Competition

This is a new submission format that AMA is trying for the first time. The goal of this format is to provide a means for

authors to present interesting ideas that have emerged or matured between the submission deadline and the conference.

We plan to reserve one session for this competition. Thus, four papers will be selected for inclusion in this session. The

papers in this session will not be included in the Conference Proceedings.

Format and Style for the Index Card Competition:

1. Neatly print your papers title and a brief (100 word) abstract on a 3x5 index card and post this card on theCompetitions Bulletin Board. This board will be located next to the Conference Registration desk, which will also

have plenty of index cards available.

2. This competition will be anonymous, so please do not print your name anywhere on your card. We will ask you tosubmit a brief form that includes your name, paper title, and contact information.

3. The deadline for your submission (i.e., card) will be noon on Saturday, February 16.4. Conference attendees will vote for their favorite 4 ideas using a ballot prepared by the AMA staff. This ballot will

also be available at the registration desk. Votes are due by 5pm on Saturday, February 16.

5. The winners of this competition will be notified by 6pm on Saturday, February 16 and will present their researchon Sunday, February 17.

Special Invitation to Doctoral Students

The Doctoral Students SIG does not have a specific Doctoral SIG track in the Conference. Doctoral students are invited to

submit manuscripts and/or special session proposals to any track and also are invited to volunteer to serve as manuscript

reviewers, session chairs, and/or discussants.

Policy on SIG Pre-Conference Events

All SIG program events (e.g., competitive paper sessions, special sessions, panels, etc.) must take place within the regular

conference program (i.e., during regular session days/times allocated to SIGs). These events may not be programmed onThursday. All such events must be processed through the regular SIG Track Chairs and review procedure. Therefore, there is

no need to contact AMA Headquarters or the Program Chairs directly to schedule these events.

SIG Business Meetings may be scheduled for hours beyond the regular program session days/times. To reserve space for a

SIG Business Meeting or to have any SIG policy issues, SIG Leaders should contact Jessica Thurmond Pohlonski at

[email protected]. SIG policy issue questions can also be addressed to Jessica.


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AMA Track Descriptions (2013)

1. Consumer Culture TheoryContemporary marketing occurs in a complex world in which multiple stakeholders - managers, customers, and business

partners - are indelibly shaped by cultural and social forces. Technological innovation, emergent cultural ideas, and shifts in

economic and political structures mean that marketers and marketing scholars have an infinite array of new concepts and

theories to explore. As marketing activities engage with this complex world, consumer culture theory a family of

theoretical perspectives that address the dynamic relationships between consumer actions, the marketplace, and cultural

meanings (Arnould and Thompson 2005)can make valuable theoretical and managerial contributions. Building on this

years conference theme, we ask: How do consumer culture theorists challenge the boundaries of marketing thought? This

track welcomes innovative empirical and conceptual papers and special session proposals that either open up new streams

of culturally-oriented marketing thought or enrich existing theory on branding, servicescapes, the service-dominant logic,

market orientation, ethnicity, globalization, identity formation, social media, innovation diffusion, and market creation and

evolution.

Dr. Markus Giesler Dr. Ashlee Humphreys

Schulich School of Business Medill School

York University Northwestern University

4700 Keele Street 1870 Campus Drive, MTC 3-109

Toronto, ON M3J 1P3 Canada Evanston, IL 60208

Phone: 647-274-4807 Phone: [email protected] [email protected]

2. Consumer Psychology

Studying how consumers think and act has been the core focus of consumer research. Over the last several decades

consumer research has yielded key insights into how consumers evaluate, experience, and express themselves in the

marketplace. Stereotypic views characterize marketers as out to dupe hapless consumers. Yet, studying how consumers

view the marketplace has provided valuable practical guidance for improving their welfare, ranging from improved decision

making, to conserving resources, to living better in the moment, to becoming more responsible citizens. These insights, as

valuable as they are, remain insufficient in the light of the extraordinary changes in the consumers information

environment, both in terms of what they have access to and the extent to which their individual consumption experiences

can travel outside to the world at large. Faced with these changes, it is imperative that consumer researchers and

practitioners come together to address emerging consumer concerns. The consumer psychology track focuses on how

consumers processes and act on information, and provides an opportunity for consumer researchers to share their insights

in light of these issues. The track provides a forum for the best research in the area, helping to create new knowledge that

will inform organizations about the role of marketing in the emerging business environment.

Dr. Partha Krishnamurthy

Bauer College of Business

University of Houston

334 Melcher Hall

Houston, TX 77204-6021

Phone: 713-743-4576

[email protected]

3. Global and Cross-Cultural TrackThis track invites papers and special session proposals that address a variety of managerial and consumer issues in the

global marketplace. Papers and special session proposals may be conceptual or empirical in nature and may use diverse

methodological approaches. This track encourages emerging issues in the area of globalization. Topics appropriate for this


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track may include, but are not limited to: global business strategies that relate to competition, segmentation, branding,

product innovation, management, pricing, market research, supply chain management as well as marketing topics relating

to transitional and emerging economies in the internationalization of social media, sustainability and cross-cultural

marketing issues.

Dr. Nancy Wong Dr. Durairaj Maheswaran

School of Human Ecology Stern School of Business

University of WisconsinMadison New York University

Madison, WI 53706 40 West Fourth Street, 908Phone: 608-265-5954 New York, NY 10012

[email protected] Phone: 212-998-0428

[email protected]

4. Innovation and New Product Development TrackThis track invites papers and special sessions that examine strategic and tactical issues in new product development and

innovation, broadly defined. We seek insightful empirical or conceptual papers, which may use diverse methodological

approaches. We are particularly interested in work that addresses emerging issues (theoretical and practical) in the area of

innovation and introduces novel perspectives to innovation research. Topics appropriate for this track may include, but are

not limited to the following: product (i.e., goods, services, or hybrid) innovation strategy; new product development

processes and success/failure factors; open innovation; co-creation with customers, suppliers, or competitors; innovationalliances; the role of design in product innovation; individual and team processes and factors in product innovation;

imitation vs. innovation strategies; launch strategies and tactics; the role of sales force in innovation; consumer creativity

and its relationship to firm innovation; adoption and diffusion of innovation; and others.

Dr. Abbie Griffin Dr. Jelena Spanjol

David Eccles School of Business Liautaud Graduate School of Management

University of Utah University of Illinois at Chicago

1655 East Campus Center Drive 2214 University Hall (MC-243)

Spencer Fox Eccles Business Building 601 S. Morgan St.

Salt Lake City, UT 84112 Chicago, IL 60607

Phone: 801-585-1772 Phone: 312-355-4953


5. Marketing Analytics and ResearchThis track seeks papers and special session proposals in the area of marketing research and data analytics. Papers should

present innovative methods or improvements in existing methods to advance the state of the art of marketing research

methodology and demonstrate the contributions of the methodology to generating new managerial insights and

addressing substantive issues. Topics may include, but are not limited to, novel methods of analyzing emerging marketing

data such as social networks and mobile marketing, exploring massive databases, fusing multiple data sources, imputing

missing data, examining data across cultural and national boundaries, collecting primary or secondary data on the Internet,

gauging return on marketing mix, evaluating effectiveness of traditional versus digital media, modeling brand competition,predicting demand or new product success, and developing new insights into consumer behavior. Analytical, simulation,

and qualitative methodologies are welcome.

Dr. Natasha Z. Foutz Dr. Prasad A. Naik

McIntire School of Commerce Graduate School of Management

University of Virginia University of California, Davis

340 Rouss & Robertson Hall One Shields Avenue

Charlottesville, VA 22904 Davis, CA 95616

Phone: 434-924-0873 Phone: 530-754 9834



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6. Marketing for Higher Education

The market for educational services has become increasingly competitive both domestically and internationally. The track

chairs invite you to actively participate in the shaping of higher education marketing by submitting papers and special panel

proposals that connect with the conference theme: Challenging the Bounds of Marketing Thought. This track invites

conceptual or empirical (quantitative, qualitative, and mixed-method research) contributions. We especially seek papersthat bridge the disciplines of marketing and higher education that address the emerging issues and debates concerning the

role of marketing in policy making and the management of universities worldwide. We encourage papers and panel

sessions that explore, evaluate and critically analyze the overall management of the marketing function within higher

education and encourage rigorous, empirical research related to all aspects of higher education marketing. Discursive

papers on critical theory, conceptual developments, and critiques of higher education marketing are also welcome and we

encourage critical responses and discussion. We hope to provide a vehicle for the advancement of knowledge in the field of

higher education marketing and to stimulate further research in this area with a view to developing theory and practice in

connection with the role of marketing in higher education institutions world-wide.

Dr. Anthony Lowrie Dr. Matthew Joseph Dr. Thorsten Gruber

School of Business Greehey School of Business Manchester Business School

Minnesota State University St Marys University University of Manchester1104 7th Ave South One Camino Santa Maria Booth Street West

Moorhead, MN, 56563 San Antonio, TX 78228 Manchester, M15 6PB, UK

Phone: 218-477-4068 Phone: 210-431-2044 Phone: +44 (0)161 275 6479

[email protected] [email protected] [email protected]

7. Marketing TheoryTheory development plays an important role in determining a disciplines direction, vibrancy and impact. It spans a wide

range of scholarly focifrom the creation of new ideas to the critical examination of extant ideas. As the marketing

discipline matures, scholars have periodically examined the fields progress in the substantive, theoretical, and

methodological domains. Although the discipline remains vibrant and progress continues on multiple fronts, severalscholars have called for rejuvenating theory development efforts. With this in view, the Marketing Theory track invites

papers and special session proposals aimed primarily at developing theory (as opposed to theory testing). Appropriate

topics for this track include, but are not limited to: new frameworks and conceptual models for studying emerging

phenomena; critical examinations of existing frameworks, conceptual models, and constructs; integrative reviews of extant

work in a substantive area, including meta-analyses; examination of institutional factors (e.g., journals, doctoral programs,

incentive systems) that influence theory development efforts in marketing; and strategies for enhancing theory and

strengthening knowledge development in our discipline.

Dr. Ravi Sohi Dr. Amit Saini

College of Business Administration College of Business Administration

University of Nebraska Lincoln University of Nebraska Lincoln

12th

and R Street 12th

and R StreetLincoln, NE 68588 Lincoln, NE 68588

Phone: 402-472-9500 Phone: 402-472-2344


8. Sales and Customer Relationship ManagementThis track focuses on research pertaining to customer relationship management, personal selling, and sales management.

Topics may include but are not limited to: contemporary customer relationship management challenges, managing and

adapting to social media usage in sales, relationships between middle managers and the external stakeholders, internal


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marketing and leadership challenges, social networking within and outside the sales organization, sales forecasting

models/methods, and international sales force management issues. Given this years theme on developing fresh

perspectives on the boundaries of marketing thought, preferences will be given to papers that challenge and/or update

traditional concepts and theories in this literature. Both conceptual and empirical works are welcome.

Dr. Michael Ahearne Dr. Ryan Mullins

Bauer College of Business College of Business and Behavioral Science

University of Houston Clemson University

Houston, TX 77204 Greenville, SC 29634Phone: 713-743-4155 Phone: 864-656-5292


9. Service Research and TheoryThis track invites papers and special session proposals relevant to the field of services marketing. The aim of the track is to

expand the domain of services research by highlighting a number of topical themes, such as the use of online collectives

(e.g., virtual communities) for delivering value, harnessing the creativity of customers for innovation and design through

interactive platforms (e.g., crowdsourcing), re-inventing the service delivery wheel through social media to cater togenerations X,Y and Z, extending conceptualizations of employee and customer engagement in relation to shared

accountability and sustainability, service heroics, service failure and recovery, services place in management and marketing,

executive development and service training, service and social media, interdisciplinary research in service marketing and

management, e-service, call centers and service, the role of language and textual analytics and narrative formats in

managing (social) word-of-mouth, the exploration of new business models in underexplored services sectors, such as

health care, energy and public services, service issues in developing economies. Both conceptual and empirical works are

welcome; we also welcome qualitative, quantitative, and mixed-method research approaches. Also, papers focusing on

emerging and relevant managerial issues as well as new theoretical perspectives that could be used to address these issues

are welcomed. We are particularly interested in innovative research and thinking that have the potential to make a dent in

our marketing universe.

Dr. Ko de Ruyter Dr. Richard FeinbergDepartment of Marketing & Supply Chain Mgt. Dept. of Consumer Sciences and Retailing

University of Maastricht Purdue University

6200 MD Maastricht, Netherlands West Lafayette, IN 47907

Phone: 01-31-43-38-83839 Phone: 765-494-8301


10. SIGnificant Advances among Special InterestsAt the 2013 Winter Educators Conference, two premium time periods (usually 7 or 8 session slots per time period) are

reserved for SIG programming that will serve the interests of their members. These slots are available for programming

such as special topic sessions, guest speakers, panels, or other such purposes. SIG proposals, like other special session

proposals, should describe clearly the programming planned and its benefit to SIG members and other AMA attendees. Ifthe SIG has a preference for a morning slot or last-session-of-the-day slot, please include this in your proposal. Such

preferences will be considered on a first-come, first-served basis. Proposals for SIG sessions must emanate directly from the

leadership of the individual SIGs (i.e., SIG Chair, Vice-Chair for Programs, etc.). Note that these slots are not for SIG Business

Meetings arrangements for these will still need to be coordinated with Lynn Brown Reyes at AMA ( [email protected]).

Dr. Alan J. Malter Dr. Frederik Beuk

College of Business Administration Fisher Institute for Professional Selling

University of Illinois at Chicago College of Business Administration

2221 University Hall University of Akron

601 S. Morgan Street, MC 243 Akron, OH 44325-4804


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Chicago, IL 60607 (330) 972-7903

Phone: 312-413-4142 [email protected]

[email protected]

11. Social MediaSocial media has revolutionized how consumers communicate. A plethora of interactive platforms (e.g., Facebook,

Myspace, Youtube, Twitter, Review pages etc.) have emerged that offer a great diversity in media richness and allow

various modes of interaction, between consumers, but also between consumers and companies. Companies are challengedto deal with these new dynamics and are questioning how they can leverage this so-called consumer or user-generated

content (UGC). More often than not, social media within companies is either ignored, because companies opt for listening

in rather than getting involved, or interactive platforms are developed without a clear vision on the added value of such

platforms and the challenges involved in day-to-day management of those platforms. Fundamental knowledge on effective

social media strategies, the ROI of social media, and consumer insights on social media is still in its early phases. To further

explore the challenges for both practitioners and academics, we invite you to send thought-provoking articles for this

session. We welcome papers that broadly relate to either consumers activity on social media websites or firms response

to their activities.

Dr. Mirella Kleijnen Dr. Astrid Dickinger

Faculty of Economics and Business Admin. Department of Tourism and Hospitality Mgt.

Vrije University Amsterdam MODUL University ViennaDe Boelelaan 1105 Am Kahlenberg 1

1081 HV Amsterdam, Netherlands A-1190 Wien, Austria

Phone: 01-31-20-59-9861 Phone: 01-32-03-555-412


12. Social Responsibility and SustainabilityHow do consumers integrate the fact that brands perform in socially responsible ways into overall brand assessments? In

what ways do products that encourage sustainable consumption, differ in the mental constructs and emotional responses

they elicit? How does brand performance in social responsibility and sustainability affect relationships with upstream and

downstream supply chain members? These are examples of the range of issues and topic areas that our track seeks to

address. The integration of social responsibility and sustainability factors into the buying decisions of consumers, and the

marketing strategies of consumer goods, business-to-business, services companies, and non-profit organizations, is no

longer an option. It is a necessity that requires academicians and practitioners to challenge the bounds of marketing

thought and action, and we welcome submissions that advance this important agenda. Papers are welcome across various

marketing paradigms (e.g., consumer behavior, relationship management, public policy, brand management, product

development, supply chain management, consumer and customer satisfaction, macromarketing), and across micro-, mezo-,

and macro levels of analysis and thought. Conceptual and empirical works are equally attractive. For empirical submission,

manuscripts applying diverse research methodologies (e.g., experiments, surveys, scanner data, qualitative, etc.) are

welcome. Our principal objective is to give visibility and attention to the most exciting ideas and findings that marketing

scholars are developing in this domain.

Dr. Jos Antonio Rosa Dr. John D. Mittelstaedt

College of Business College of Business

University of Wyoming University of Wyoming

Laramie, WY 82071 Laramie, WY 82071

Phone: 307-766-6159 Phone: 307-766-3655


13. StrategyThis track welcomes papers and special session proposals that cover a broad range of marketing strategy topics. Potential

topics include, but are not limited to: goal configuration and strategy development processes in marketing, linking

marketing actions and assets (i.e., brands, customers, etc.,) to managerially-oriented metrics, marketing strategy


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implementation, measuring marketing performance, leveraging market information to identify, develop, and exploit

opportunities for profitable growth under a range of environmental conditions (developing or emerging markets, weak

economic conditions, etc.), marketing resources and capabilities, brand and product/process development and

management, innovation issues, marketing knowledge/information management, strategies for competing in the new

social media environment, forces and trends affecting the present and future of marketing strategy, organizational

structures, stakeholder orientations and topics that consider marketing variables that influence firm performance. Also,

papers focusing on relevant practitioner concerns characterized by a dearth of academic research, emerging, and evolving

issues that might challenge the bounds of marketing strategy thought, and new theories that might potentially help inform

these issues are encouraged. The track welcomes conceptual and empirical works as well as papers aimed at advancing thetheoretical underpinnings of marketing strategy.

Dr. Yinghong (Susan) Wei Dr. Saeed Samiee

Spears School of Business Collins College of Business

Oklahoma State University University of Tulsa

700 North Greenwood Ave. 800 South Tucker Drive

Tulsa, OK 74106 Tulsa, OK 74104

Phone: 918-594-8183 Phone: 918-631-2019


WMEC 2013 Call for Papers

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