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EMAC 2026

Introduction

The Value of Corporate Marketing Leadership, Special session, Bath, UK, 2-5 Jun 2026

INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: Revisits

Posted by: Christophe Haon

EMAC 2026 Special Session: Marketers at the Top The Value of Corporate Marketing Leadership

Dear colleagues,

We are pleased to invite you to our Special Session, Marketers at the Top: The Value of Corporate Marketing Leadership, at the 2026 EMAC Conference in Bath, UK, June 25, 2026.

This session examines the strategic role and value of marketing leadership at the highest levels of the organization, including the Board of Directors, the CEO, and the Top Management Team. Although marketing scholars have increasingly studied how marketing influences firm performance, innovation, and customer-centric decision-making, important questions remain about when, how, and why marketing representation at the corporate top creates value.

The session will bring together scholars actively engaged in marketing leadership and upper echelons research. It will feature short research presentations, an expert panel discussion, and an interactive audience Q&A to stimulate discussion and encourage future research collaborations.

The session will feature contributions from:

  • Mariia Koval, IESEG School of Management – Session moderator and introduction
  • Bernie Jaworski (Session Chair), Claremont Graduate University – The hierarchy of CMO roles
  • Christophe Haon, TBS Education – What we know about the impact of marketing leadership
  • Shekhar Misra, University of Galway – Theoretical perspectives on the value of marketing leadership
  • Lily (Xuehui) Gao, Stockholm School of Economics – New frontiers for research on marketing leadership

We warmly invite scholars interested in marketing strategy, marketing organization, upper-echelons theory, innovation, corporate governance, and firm performance to join us for this interactive, forward-looking session.

We would be delighted to see you in Bath and to continue building a research community focused on the strategic value of marketing leadership.