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Updated Deadline | Journal of Marketing Special Issue: New Technologies and Marketing

Submissions are being accepted now through October 15, 2019 (original deadline September 1).

Special Issue Editors

C. Page Moreau (University of Wisconsin-Madison), Donna Hoffman (George Washington University), Stefan Stremersch (Erasmus School of Economics & IESE Business School), and Michel Wedel (University of Maryland)

Suggested Topics

This Special Issue will showcase scholarship that examines the impact of new technologies on important marketing-related research questions. New technologies, defined as those that are early in the adoption cycle for firms and/or consumers, can be studied from consumer, firm, competition, market, policy, or societal perspectives.

Examples of the topics covered by the Special Issue are as follows (non-exhaustive):

• Consumer: How do new marketing technologies change consumer decision making, satisfaction, communication, and loyalty? How are these new technologies changing shopping, consumption, and disposition behaviors? How do consumers connect with one another and companies and how do such connections affect attitudes and behaviors? How can companies help consumers learn about and adopt these new technologies? How do consumers create/co-create value as they engage with these new technologies? How are new technologies influencing consumers’ identity? What is the impact on consumers’ privacy concerns of these new technologies?
• Personalization and customization: How are organizations’ personalization strategies (e.g., via mobile applications, websites, newsfeeds, and communication tactics) influencing their performance? How do new technologies enable (real-time) personalization of the marketing mix, product offerings, and recommendations? How is customization changing consumer’s decisions and experience?
• Marketing strategy: How do these new technologies change the nature and impact of branding, pricing, and other components of the marketing mix? How is algorithmic aversion influencing managers’ decision-making regarding the marketing mix? How can managers use the new types of data from AI, IoT, chatbots, robots, etc. to provide value to customers and to improve marketing decision making? What new methods (e.g., natural language processing, deep learning models) can deliver the best consumer insights to improve marketing strategy and branding efforts? How can marketers deploy these technologies successfully in a firm’s strategy? What new metrics are required to compete in this new world of marketing? How can firms monetize these new technologies and what new value propositions or business models can be created?
• Marketing organization: How do new marketing technologies change marketing’s role within the firm? What is the effect of the adoption of new technology by marketing on firm performance? How does new technology change marketing decision making and how marketing collaborates with other functions, including the marketing and operations interface (e.g., collaboration between the two functions on push notifications, product returns), the marketing and R&D interface (e.g., new product development), and IT (e.g., marketing-technology budgets and decision making)?
• Channel and sales: What are the B2B and salesforce challenges associated with new technologies? How do new communication technologies impact multichannel sales and relationships? How to organize for new technology channels and at what pace? How to envision the longevity of new technology channels to support investment decisions? How do new technologies shift power in the value chain?
• New product development: How is new technology being used to guide the new product decision process? How can technology influence new product design?
• Competition and markets: How are new marketing technologies altering competition between firms? How are markets shaped by these new technologies? What entrants and substitutes do new technologies enable and how can incumbents successfully defend?
• Policy and societal topics: How should firms react to policy initiatives to protect consumer data, technology access, and the like? How should firms that develop, commercialize, or use new technologies for marketing act in society and engage in the public debate about the consequences of their actions on firms, consumers, and society? What public risks do new marketing technologies carry and how should society manage those? What are the relevant consequences of new policy initiatives regarding new technologies for consumers or marketers?

 

Types of Paper

This Special Issue seeks domain-defining papers that take a broad view of technology’s future impact on the field of marketing using new models, new theories, and new data and that take a forward-looking approach to formulating implications for consumers, management, and society. We also welcome papers with a general marketing focus that span boundaries with other disciplines such as computer science, sociology, and engineering.

Papers that offer incremental methodological or theoretical contributions to address highly specific, tactical, technical, or operational marketing problems are not a good fit with the Special Issue, nor are papers that simply apply current state-of-the-art methodologies (e.g., machine learning) to marketing problems. Purely conceptual papers are welcome as are papers using any methodological approach. It is essential that papers address a real-world marketing question.

The Special Issue editors are happy to address questions from authors about topic fit.

Review Process

All papers submitted to the Special Issue will go through the regular Journal of Marketing review process, headed by the four Editors of the Special Issue. Christine Moorman, the Editor in Chief, will assign papers to one of the four Editors.

Submission Timetable

Special Issue submission opening: June 15, 2019

New Special Issue submission deadline: October 15, 2019

 

Call for Papers: /2018/11/01/call-for-papers-journal-of-marketing-special-issue-new-technologies-and-marketing/

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