2021 AMA Winter Academic Conference:
“The Human Side of Marketing in the Age of Digital Transformation”

19–21 February 2021
St. Pete Beach, Florida

Submission deadline: 7 August 2020

Track: Services, Retailing and Entertainment

Track Chairs: Yong Liu (University of Arizona), Lauren Beitelspacher (Babson College) and Martin Mende (Florida State University)

The Services, Retailing and Entertainment track focuses on some of the most dynamic areas in marketing. Inspired by the conference theme, we invite submissions that help advance theory and managerial practice in the areas of services, retailing and entertainment/media marketing, with a particular emphasis on emerging marketing processes and identification of ways to transform the marketplace into a better world. Driven by novel business models and rapid technological advancements, companies in the services, retail and entertainment sectors can leverage emerging opportunities (e.g., innovation in customer service experiences as well as product design and delivery), but also face strategic challenges, which require marketers to re imagine what their services/products mean to consumers. For example, some industry observers claim that retail is dying, but it’s not; rather, the landscape of retail is changing: Physically, stores that once adopted a ‘bigger is better’ model are now opting for more streamlined and intimate spaces. Digitally, more consumers shop via mobile and the universe of online reviews has consumers potentially putting their choices in the hands of strangers. In this environment, retailers must find new ways to better engage consumers in more thoughtful, exciting, and meaningful ways. The media and entertainment industries (broadly defined to include markets such as film, TV, radio, music, video gaming, live performance, publishing, and sports) are another highly dynamic sector. Enabled by breakthroughs in information technologies, particularly digital transformation, the impact of media and entertainment products and services on both consumers and the societies overall is profound, but constantly changing and not yet fully understood.

We invite research that provides rigorous theoretical, empirical, and managerial insights into the behavior and strategies in services, retail and entertainment marketing. We welcome innovative and ‘traditional’ research topics related toconsumers, service employees, or managers (e.g., consumer behavior, B-2-B, customer experience/relationship management, e-services, transformative services). With regard to media/entertainment, we welcome research focused on consumers/users, content producers, advertisers, copyright/franchise owners, facilitating agencies, or a combination of them. Finally, given the COVID-19 pandemic, we particularly encourage conceptual, empirical, and analytical work on how this crisis might affect the service, retail, and entertainment sectors.

Competitive Papers: Manuscripts (3,600 words max.) addressing substantive or theoretical topics are sought for competitive paper sessions.
Posters: Extended abstracts (750-1000 words) to share research in the working stage, i.e., with at least part of the data having been collected and analyzed, but not necessarily ready for submission to a journal.
Special Sessions: Proposals (3,600 words max.) featuring three or four presentations on a related theme, or an interactive panel discussion among four to six panelists and a moderator.

All submissions should be made electronically via the AMA’s online submission management system (ExOrdo). If you have submitted to an AMA academic conference in the last year, you should be able to use the same username and password. The deadline for submission is August 7, 2020.

Please email the track chairs with any questions at [email protected], [email protected] or [email protected]

More info here.