Marketing Strategy Meets Wall Street II
Introduction
Boston, 12-14 May 2011, Chair Shuba Srinivasan; Deadline 15 Dec
: : : Posting
Call for Papers / Submission of Abstracts
Marketing Strategy Meets Wall Street II: Emerging Perspectives from Academics and Practitioners
May 12 – 14, 2011 Boston University School of Management, Boston, MA
Conference Chair: Shuba Srinivasan, Boston University
Conference Advisory Committee: Sundar Bharadwaj, Emory; Dominique Hanssens, UCLA ; V Kumar, Georgia State; Donald Lehmann, Columbia University; Leigh McAlister, Texas; Natalie Mizik, Columbia University; Roland Rust, University of Maryland; Raj Srivastava, Emory; Joel Steckel, New York University; Russ Winer, New York University
With the economy showing recent signs of recovery, there is 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 our 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. Both marketing and finance executives are under incredible pressure to make every dollar count. It is imperative to develop an improved understanding of the role of product-market based assets, such as brand equity, customer equity, and channel equity, as well as those of marketing actions, such as innovation, advertising, and pricing, in driving financial performance and shareholder value.
We invite interested researchers to participate in the "Marketing Strategy Meets Wall Street II: Emerging Perspectives from Academics and Practitioners,” jointly sponsored by the Marketing Science Institute and Boston University and hosted at the Boston University’s School of Management on Friday, May 13 and Saturday, May 14, 2011. This is the second edition of this conference, building on the inaugural conference that was held at Emory University in January 2009. The purpose of this meeting is to provide a setting for academic researchers interested in linking marketing to investor valuation of the firm (e.g., on Wall Street or venture capital valuations) to meet and discuss new research in this area, exchange ideas, and engage in collaborative work. By bringing together academics and practitioners in this arena, our goal is to identify emerging topics for research in this area and to provide new insights in the area of assessing the impact of marketing on shareholder value. Topic areas appropriate for the conference include (but are not limited to) the following: impact of marketing on financial markets (e.g., on Wall Street or venture capital valuations), impact of financial markets on marketing, the relationship between financial metrics and marketing metrics (e.g., customer equity and brand equity), how financial market fluctuations impact consumer behavior, security analyst forecasts of the effect of marketing strategy, etc.
You can participate either as an attendee or presenter. If you are interested in presenting your research, please email a three-page abstract (one title page and two text pages) to the conference host, Shuba Srinivasan (see below), by December 15, 2010. Decisions will be made by the conference committee by January 15, 2011 leaving you ample time for travel and lodging planning. Your presentation (30 minutes) will be followed by discussions (about 15 minutes) with the other participants. Conference space is limited to 70. Early registration is encouraged.
Important Dates & Deadlines:
- Submission deadline: December 15, 2010
- Notification of acceptance: January 15, 2011
- Registration deadline: April 1, 2011
- Conference dates: May 12- May 14, 2011
Details on the abstract submission, registration fee, lodging, and other conference details are available on the web site . Authors are requested to submit their abstract(s) electronically before December 15th, 2010 to Shuba Srinivasan (ssrini@bu.edu). If you have questions, please contact Carol Waldvogel cwaldvog@bu.edu or phone (+1) 617-353-4248.