Marketing Strategy Meets Wall Street IV Call for Papers

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Marketing Strategy Meets Wall Street IV
Call for Papers
https://www.smu.edu.sg/msmws2015
https://www.smu.edu.sg/msmws2015/electronic-submission
8 -10 January, 2015
Singapore Management University, Singapore
After three highly successful iterations in Atlanta, Boston and Frankfurt, we are pleased to bring
the “Marketing Strategy Meets Wall Street” (MSMWS) conference to Singapore.
As with previous years, MSMWS IV aims to encourage multi-disciplinary work at the intersection
of marketing, accounting and finance. This conference will reach out to marketing academics,
accounting and finance scholars and practitioners to strengthen the links between these groups
with the objectives of promoting the cross-fertilization of ideas, identifying emerging topics for
research and producing new insights.
Special Issue of Journal of Marketing Research on Marketing Accountability:
We are pleased to partner with the American Marketing Association’s Journal of Marketing
Research (JMR) for MSMWS IV. Authors whose submissions are aligned with the “Marketing
Accountability” theme and are amongst the conference’s top papers will be invited to submit a
final version for consideration for publication in a special issue of JMR. Following the conference,
all papers will go through the normal review process and involve reviewers from JMR’s editorial
board.
Investments in marketing represent an important component of corporate expenditures and off
balance sheet, intangible market-based assets comprise an increasing share of a company’s
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market value. Effective marketing calls for justification of marketing investment decisions ex ante,
and evaluation of the outcome of such investments ex post. Marketing Accountability as a
research theme highlights the importance of making and evaluating marketing investment and
expense decisions.
In recent years, there has been a renewed emphasis in demonstrating that marketing
investments can translate into profitable growth. The challenges we face in marketing
measurement today are not limited to improving marketing mix models, to assessing returns to
marketing, or to examining the right metrics, but creating the right combination of analytics,
research, and business case-based findings to guide both strategy and implementation in more
effective and efficient ways. At the same time, the rise of new channels, such as the Internet and
mobile communication, and the increasing importance of word-of-mouth and sponsorship, make
marketing resource allocation decisions much more complex. CMO’s and marketing executives
are increasingly under incredible pressure to make every dollar count. Now more than ever, it is
imperative to demonstrate the ROI of marketing activity.
Ex post evaluation of marketing decisions and programs is just as important as the methods of
making such decisions. Research on this area would likely shed light on valuation of important
intangibles such as brand and customer equity, advertising expenditure, sales force effectiveness
etc. and has the potential to enhance the quality/informativeness of financial statements.
The conference at Singapore Management University in 2015 on "Marketing Strategy Meets Wall
Street: Marketing Accountability?" is intended to bring together academics, scholars and
practitioners to address these important issues. The specific objectives of the conference are
two-fold. First, the conference will help move this area of marketing accountability forward and
encourage research in this domain. Second, by bringing together academics and practitioners in
this arena, our goal is to identify emerging topics for research and provide new insights in this
area.
Here are some key highlights of this conference and suggested topics for the special issue:
 This conference will shed light on some both age-old questions and emerging issues within
the realm of marketing accountability and has the potential to facilitate inter-disciplinary
research. These include market performance issues such as:
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Do firms sacrifice long-run value creation by cutting back on marketing investments in
order to meet earnings targets?
What is the impact of marketing investments on short-term performance metrics (e.g.,
margins, earnings) versus creation of future value (e.g., growth, valuation ratios such
as price-earnings multiples)?
What is the impact of quality of earnings (e.g., recurring cash flow from repeat
customers) on valuation?
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How does uncertainty of payoff on marketing activities impact resource allocation
decisions?
Does disclosure of marketing expenses and efforts impose a disciplinary role and
improve investment efficiency?
Does higher transparency (disclosure) enhance trust and investor confidence?
 By bringing together and encouraging a dialogue among academics and practitioners, we
hope to help strengthen the bridges between marketing academics, accounting scholars and
practitioners in the practice, teaching, and the study of marketing accountability. By having a
mix of practitioners and researchers in all sessions, we further hope to actively promote
cross-fertilization of ideas across these two groups – and in the process open up new areas
for research in marketing productivity and accountability.
Format and Submissions:
Revised
Papers submitted for the conference could be at different stages of development. Your
submission must at least detail and highlight the following:
(i)
(ii)
(iii)
(iv)
(v)
Alignment with the conference theme & special issue topics as per the Call for Papers
(Priority will be given to submissions that are strongly aligned with the conference theme
on Marketing Accountability)
Motivation & Audience – Whose problem are you solving? Who is the target audience?
Positioning – What are you doing and why?
Data / Method / Models
Potential Impact of Findings and Contribution
We invite you to submit either:
 a full paper or an abstract of 5-10 pages of your research paper (or 5-7 PowerPoint
slides),
 a proposal for a session that includes two papers and two discussants (The discussants
should come from different fields than the authors of the paper.),
 a proposal for a session that includes two papers by two different authors.
The time limit for the presentation is 20 minutes to be followed by the remarks of the discussant
(about 10 minutes) and Q&A with other participants (about 15 minutes).
Authors are requested to submit their contributions by 31 August 2014. Decisions will be made
by the conference committee by 31 October 2014, leaving you ample time to make plans for
travel and accommodation. Early registration is encouraged and incentivized.
Electronic Submission Link: https://www.smu.edu.sg/msmws2015/electronic-submission
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Important Dates and Deadlines:
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Revised
Submission Deadline: 31 August 2014
Notification of Acceptance: 31 October 2014
Conference Dates: 8 -10 January 2015
Submission Deadline for JMR Special Issue on Marketing Accountability: 1 May 2015
Authors whose submissions are aligned with the “Marketing Accountability” theme and are
amongst the conference’s top papers will be invited to submit a final version for consideration for
publication in a special issue of JMR.

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Authors who participate in MSMWS IV could use feedback from conference reviewers,
discussants and delegates to develop completed papers for submission to the JMR
special issue.
Authors may present a paper at the MSMWS IV conference and choose to submit the
paper elsewhere to another journal.
All papers that address the theme of Marketing Accountability can be submitted for the
JMR Special Issue irrespective of submission for MSMWS IV or conference attendance.
JMR will accept papers for a formal review process till the submission deadline of 1 May
2015 (for the Special Issue on Marketing Accountability).
Frequently Asked Questions (FAQs)
Here is a list of Frequently Asked Questions (FAQs). Please drop an email to the conference
secretariat at [email protected] if you have other questions.
Conference Submission
1. Who sits on the Organising Committee and who is the Conference Chair?
The Core Organising Committee members comprise David Reibstein, Dominique
Hanssens, Kapil Tuli, Rajendra Srivastava (Chair, MSMWS IV Organising Committee)
and Shuba Srinivasan. The list of International/Host Organising Committee members who
are kindly helping out with the conference is available in the Call for Papers.
2. What is the submission deadline and when will I be informed on the selection
results?
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The submission deadline falls on 31 August 2014 23:59 hours Singapore Time
(UTC/GMT + 8 hours). All authors will be notified on the selection results by 31 October
2014.
3. Upon the submission of my paper(s), who will be responsible for managing the
review process?
Upon receipt of your paper(s), a suitable member of the MSMWS Core Organising
Committee will carry out a first review and randomly assign two reviewers to each paper
(alternate parties will be assigned in the event of conflict of interest). He/she will be
responsible for coordinating with the reviewers and the Core Organising Committee to
decide on the selection of papers for the conference.
JMR Special Issue on Marketing Accountability
4. Who sits on the Review Committee for the Special Issue of Journal of Marketing
Research (JMR) on Marketing Accountability?
The JMR Special Issue Guest Editors are listed below. All papers will go through the
normal review process and involve reviewers from JMR’s editorial board.
Coordinating Editor
Co-editors
Editorial Advisor
: Rajendra Srivastava
: David Reibstein, Dominique Hanssens, Shuba Srinivasan
: Robert Meyer
5. Is the acceptance or submission of my paper a pre-requisite for consideration in
the Special Issue of JMR? Can I submit a paper for the Special Issue of JMR
without submitting it for the conference?
All papers that address the theme of Marketing Accountability can be submitted for the
Special Issue of JMR irrespective of submission for MSMWS IV or conference attendance.
Authors who participate in MSMWS IV could use feedback from the conference reviewers,
discussants and delegates to develop completed papers for submission to the JMR
Special Issue.
6. Can I submit full papers for the JMR Special Issue on Marketing Accountability?
When will they be considered and what is the submission deadline?
Yes, papers for the special issue submission can be submitted anytime up to the
submission deadline of 1 May 2015.
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Conference Registration
7. Are there special rates for the conference registration?
Academics & Practitioners
PhD Students
By 15 December 2014
SGD 300
SGD 100
After 15 December 2014
SGD 350
SGD 150
8. Are there any forms of financial support for conference attendees?
Due to budget limitations, MSMWS IV does not provide financial support to conference
participants.
9. Can I send someone to attend the conference on my behalf?
Yes, you may transfer the conference registration at any time. Please submit your request
along with the new delegate’s particulars via email to:
[email protected]
10. Can I get a refund on my registration fee?


For cancellations received ≥ 30 days before the start of the conference (i.e. latest by
9 December 2014), 80% of the registration fee will be refunded.
For cancellations received < 30 days before the start of the conference (i.e. after 9
December 2014), there will be no refund.
Please submit your notification of cancellation via email to:
[email protected]
For queries regarding the Call for Papers, please drop an email to:
[email protected]
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Journal of Marketing Research, Special Issue Guest Editors
Coordinating Guest Editor
Co-editors
Editorial Advisor
:
:
:
Rajendra Srivastava
Dominique Hanssens, David Reibstein, Shuba Srinivasan
Robert Meyer
International Organizing Committee
(Will update periodically; Additional members will be added upon receipt of their interest)
Professor Srivastava is the main organiser of MSMWS IV. The organising committee comprises
the following:
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Shuba Srinivasan (Professor of Marketing, Dean’s Research Fellow, Boston University,
USA)
Dominique Hanssens (Bud Knapp Professor of Marketing, University of California, Los
Angeles, USA)
David Reibstein (William Stewart Woodside Professor of Marketing, University of
Pennsylvania, USA)
Bernd Skiera (Chaired Professor of Electronic Commerce, Goethe University Frankfurt,
Germany)
Robert Meyer (Professor of Marketing, University of Pennsylvania, USA)
Shantanu Dutta (Professor, Dave and Jeanne Tappan Chair in Marketing, University of
Southern California, USA)
Christine Moorman (T. Austin Finch, Sr. Professor of Business Administration, Duke
University, USA)
Natalie Mizik (Associate Professor, J. Gary Shansby Endowed Professor of Marketing,
University of Washington, USA)
Rajdeep Grewal (Irving & Irene Bard Professor of Marketing, Pennsylvania State
University, USA)
Sundar Bharadwaj (Coca-Cola Company Chaired Professor of Marketing, University of
Georgia, USA)
Shyam Sunder (James L. Frank Professor of Accounting, Economics and Finance, Yale
University, USA)
Amit Joshi (Associate Professor, Department of Marketing, University of Central Florida,
USA)
Russell Winer (William H. Joyce Professor of Marketing, Chair of Marketing Department,
New York University, USA)
Rajesh Chandy (Professor of Marketing, Tony and Maureen Wheeler Chair in
Entrepreneurship, London Business School, UK)
John Roberts (Professor of Marketing, joint appointments at Australian National University
and London Business School)
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Ajay Kohli (Professor of Marketing, Gary T. and Elizabeth R. Jones Chair, Georgia
Institute of Technology, USA)
Eric (Er) Fang (Associate Professor of Business Administration and James F. Towey
Faculty Fellow, University of Illinois at Urbana-Champaign, USA)
Denish Shah (Assistant Professor, Department of Marketing, Georgia State University,
USA)
Christian Schulze (Assistant Professor of Marketing, Frankfurt School of Finance &
Management, Germany)
Ernst Osinga (Assistant Professor of Marketing, Tilburg University, Netherlands)
Guiyang Xiong (Assistant Professor, Department of Marketing, University of Georgia,
USA)
Ashish Sinha (Professor and Head, School of Marketing, University of New South Wales,
Australia)
Cem Bahadir (Assistant Professor of Marketing, University of South Carolina, USA)
Yonca Ertimur (Associate Professor of Accounting, University of Colorado Boulder, USA)
Host (Singapore) Organizing Committee
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Rajendra Srivastava (Provost and Deputy President, Professor of Marketing, SMU,
Singapore)
Kapil Tuli (Associate Professor of Marketing, SMU, Singapore)
Marnik Dekimpe (Research Professor of Marketing & Center Fellow, Tilburg University,
Netherlands, Visiting Professor at SMU)
Srinivas Reddy (Professor of Marketing, SMU, Singapore)
Jin K Han (Professor of Marketing, SMU, Singapore)
Neil Bhattacharya (Associate Professor of Accounting, SMU, Singapore)
Guy Weyns (Professor of Accounting and Finance, SMU, Singapore)
David Lee (Professor of Quantitative Finance, SMU, Singapore)
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