 | AMSWMC2025: 2025 Academy of Marketing Science World Marketing Congress Burgundy School of Business Dijon, France, July 1-4, 2025 |
| Conference web page | https://www.ams-web.org/world-marketing-congress |
| Submission link | https://easychair.org/conferences/?conf=amswmc2025 |
| Conference program | https://easychair.org/smart-program/AMSWMC2025/ |
| Abstract registration deadline | November 1, 2024 |
| Submission deadline | November 1, 2024 |
The Role of Marketing in Reshaping the Dynamic Landscape of Business: Innovation, Sustainability, and Legitimacy
The new millennium and the various crises that society witnessed and is still witnessing today is reshaping the whole business landscape. Marketing theory and practice play a decisive role in understanding changing consumption patterns and developing new business models. To effectively enable new strategies, companies must embrace innovations in research and product development, and sustainable business practices in manufacturing and distribution, while complying with regulations.
Innovation plays a focal role in the sustainability journey of firms. As markets become more competitive and global challenges intensify, innovative solutions become imperative for addressing sustainability issues. Firms that create a sustainability culture, embrace technological advancements, invest in research and development, and foster a culture of creativity, are better positioned to develop sustainable products, services and business models. Marketing research demonstrated that innovation in sustainability extends beyond product design, encompassing every aspect of a firm’s operations, from supply chain optimization to the development of circular economy initiatives and the promotion of mindful consumption. Such innovations not only enhance a firm’s competitive advantage but also contribute to broader societal well-being.
In recent years, sustainability has reinforced its position as a critical pivotal point for contemporary firms, reflecting the paradigm shift towards responsible business practices that not only address economic, but also environmental and social concerns. Firms are increasingly recognizing the need to adopt sustainable strategies to mitigate their impact on the plant and society. This includes well-known objectives such as reducing carbon footprints and resource consumption but also integrating social responsibility into core business operations. Sustainable practices should be adequately promoted by marketing managers because they not only contribute to environmental conservation but also enhance a firm’s long-term viability by aligning with evolving consumer values and regulatory expectations.
The legitimacy of firms is closely intertwined with their commitment to sustainability and innovation. Legitimacy refers to a generalized perception that the actions of a firm are desirable, proper, or appropriate within a socially constructed system of norms, values, and beliefs. By embracing sustainable practices and fostering innovation, firms enhance their legitimacy in the eyes of stakeholders, including customers, investors, and communities. Legitimate firms are more likely to garner public trust and support, which is essential for long-term success. Moreover, as sustainability and innovation become integral to corporate social responsibility, firms that prioritize these aspects are better positioned to navigate regulatory landscapes and build enduring relationships with stakeholders.
In conclusion, the convergence of sustainability, innovation, and legitimacy is reshaping the landscape for contemporary firms. Marketing theory and applications supporting sustainable practices and fostering innovation are no longer optional but essential for long-term success. Firms that successfully navigate this intersection not only contribute to global well-being but also strengthen their competitive position, build legitimacy, and ensure resilience in an ever-evolving business environment. As businesses continue to evolve, the harmonious integration of sustainability and innovation will be instrumental in defining the legitimacy and success of firms in the 21st century.
Program Chairs
Kiane Goudarzi, IAE Aix, Aix Marseille University, France, (kiane.goudarzi@iae-aix.com)
Gregory Kivenzor, University of Connecticut, USA (gregory.kivenzor@uconn.edu)
Nicholas Paparoidamis, Burgundy School of Business, France (nicholas.paparoidamis@bsb-education.com)
Marko Sarstedt, Ludwig-Maximilians-Universität, Germany and Babeș-Bolyai University, Romania (sarstedt@lmu.de)
Submission Guidelines
A summary of the submission guidelines is provided here for your convenience. The detailed guidelines, including formatting guidelines, policies, help with EasyChair login problems, etc., can be found at https://www.ams-web.org/help. Please note that all questions about the appropriateness of a topic or the status of a submission should be addressed to the chair of the track to which you submit the paper to. The list of track chairs can be found below. The track chairs are the primary point of contact for authors with respect to the review process for the conference.
Full paper submissions should not exceed 12 single-spaced pages or 7,000 words in total (including all exhibits and references) whichever is less. The test should be set in be Times New Roman 12 pt. font, 1 inch margins. Make sure to include the title information with each submission but do not include a title page with author identification in the submitted document file. The name of the paper, names and affiliations of each author, and complete contact information for the corresponding author(s) (address, e-mail address, phone) will be requested. Please make sure to spell all author names correctly. Misspelled names create problems in creating the program and effective communication.
Structured abstracts submissions should not exceed 4 single-spaced pages following the guidelines at https://www.ams-web.org/help page. A sample structured abstract is linked on the author submission guidelines at https://www.ams-web.org/help page. Structured abstracts accepted for presentation are published as one-page abstract in the Proceedings.
Special session/panel proposals can be submitted through the conference management system to the special session submissions track. Proposals should contain a 50-word bio of each speaker, a one-page description of the session, and a one-page description of each presentation. If the special session contains individual presentations, each with its own unique “talk” title, then each presentation should be entered into the system separately with a unique identifier in the title tying it back to the special session. In other words, if the special session is about “Fun at AMS,” individual “talks” would have a title like: “Fun at AMS: How to Network Professionally at Receptions.” Please contact one of the special session submission co-chairs prior to uploading a proposal submission. Special session/panel proposals will be reviewed, and those rated as highest quality and most in keeping with the conference theme will be accepted for presentation. The program team welcomes all ideas for presentations, workshops, or other sessions that may be of interest to the audience. Please contact the appropriate track chairs with your ideas.
It is against AMS policy to submit the same paper or special session proposal to multiple tracks. Also, no individual may be an author or co-author of more than three competitive submissions. Should the limit of three be exceeded, only the first three submissions will be considered for the program and the subsequent submissions will not be eligible to be on the program. Manuscripts will be double blind reviewed. Only papers submitted as full papers can be published in the proceedings—either as a full paper or one-page abstract.
List of Tracks
Advertising and IMCAltaf MerchantUniversity of Washington, Tacoma, USAaltafm@uw.edu
Fawaz BaddarLeonard de Vinci Business School, Francefawaz.alhussan@devinci.fr
Anastasia StathopoulouInternational University of Monaco, Monacoastathopoulou@omneseducation.com
AI Perspectives and Perils in MarketingSigitas UrbonavičiusVilnius University, Lithuaniasigitas.urbonavicius@evaf.vu.lt
Vatroslav SkareUniversity of Zagreb, Croatiavskare@efzg.hr
Big Data and Digital MarketingIryna PentinaUniversity of Toledo, USAiryna.pentina@utoledo.edu
Grace Lixuan ZhangWeber State University, USAlixuanzhang@weber.edu
Janna ParkerJames Madison University, USAparke4jm@jmu.edu
Branding and Brand ManagementCleopatra VeloutsouUniversity of Glasgow, UKCleopatra.Veloutsou@glasgow.ac.uk
Magnus HultmanBrock University, Canadamhultman@brocku.ca
Consumer BehaviorMark ClevelandUniversity of Western Ontario, Canadamclevela@uwo.ca
Susanne AdlerLudwig-Maximilians-Universität München, Germanyadler@lmu.de
Cross-Cultural, Diverse, and Inclusive MarketingCheryl NakataUniversity of North Carolina Greensboro, USAccnakata@uncg.edu
Cem BahadirFlorida International University, USAsbahadir@fiu.edu
Digital Consumer BehaviorMarkus BlutDurham University, UKmarkus.blut@durham.ac.uk
Arezou GhiassalehDurham University, UKarezou.ghiassaleh@durham.ac.uk
Nima HeiratiUniversity of Surrey, UKn.heirati@surrey.ac.uk
Food and Wine MarketingColin CampbellUniversity of San Diego, USAColinCampbell@SanDiego.edu
Benoit LecatCalifornia Politechnical Univeristy, USAblecat@calpoly.edu
Sean SandsSwinburne University of Technology, Australiassands@swinburne.edu.au
Innovations and Entrepreneurial MarketingMarcelo de la CruzLudwig-Maximilians-Universität München, Germanydelacruz@lmu.de
Narongsak (Tek) ThongpapanlBrock University, Canadanthongpa@brocku.ca
Adam MillsLoyola University New Orleans, USAajmills@loyno.edu
International MarketingPiyush SharmaCurtin University, Australiapiyush.sharma@curtin.edu.au
Tatjana KoenigUniversity of Applied Sciences at Saarbrücken, Germanytatjana.koenig@htwsaar.de
Raluca Mogos DescotesUniversité du littoral Côte d'Opale, Franceraluca.mogos@univ-littoral.fr
Luxury MarketingPaurav ShuklaSouthampton University, UKp.v.shukla@soton.ac.uk
Aurore BardeyUniversity of Burgundy, Franceaurore.bardey@bsb-education.com
Veronica Rosendo-RiosICADE. Universidad Pontificia Comillas, Spainvrosendo@icade.comillas.edu
Marketing in Emerging MarketsAnahit ArmenakyanNipissing University, Canadaanahita@nipissingu.ca
Sandra AwanisLancaster University, UKs.awanis@lancaster.ac.uk
Marketing Strategy: B2C, B2B, and B2G MarketsKlaus Peter WiedmanLeibniz Universitat Hannover, Germanywiedmann@m2.uni-hannover.de
Stavroula SpyropoulouLeeds University, UKs.spyropoulou@lubs.leeds.ac.uk
Weiling ZhuangEastern Kentucky University, USAweiling.zhuang@eku.edu
Omni-Channel and Supply Chain ManagementPhilipp BrüggemannFernUniversität Hagen, Germanyphilipp.brueggemann@fernuni-hagen.de
Koen PauwelsNortheastern University, USAk.pauwels@northeastern.edu
Hanna Schramm-KleinUniversität Siegen, Germanyschramm-klein@marketing.uni-siegen.de
Social Media MarketingJoyce ZhouUniversity of Louisiana Monroe, USAzhou@ulm.edu
Thi Thanh Huong (Jenny) TranSKEMA Business School, Francethithanhhuong.tran@skema.edu
Pricing, Retailing, and Personal SellingSören KöcherTU Dortmund, Germanysoeren.koecher@tu-dortmund.de
Eva BöhmUniversität Paderborn, Germanyeva.boehm@uni-paderborn.de
Jonas HellerMaastricht University, Netherlandsj.heller@maastrichtuniversity.nl
Tourism and Leisure MarketingDimitrios BuhalisBournemouth University, UKdbuhalis@bournemouth.ac.uk
Danae ManikaBrunel University London, UKdanae.manika@brunel.ac.uk
Public Policy, Sustainability, and Social ResponsibilityErik KostelijkAmsterdam University of Applied Sciences, the Netherlandse.j.kostelijk@hva.nl
Kate RobinsonEDC Paris Business School, Francekrobinson@edcparis.edu
Wine & Spirits Consumer BehaviorSteve ChartersUniversity of Burgundy, Francesteve.charters@bsb-education.com
Nikos GeorgatzisUniversity of Burgundy, Francenikolaos.georgantzis@bsb-education.com
Nathalie SpielmannNEOMA, Francenathalie.spielmann@neoma-bs.fr
Services MarketingHyunju ShinKennesaw State University, USAhshin13@kennesaw.edu
Jose Marcos Carvalho de MesquitaUniversity of Connecticut, USAjose.marcos_carvalho_de_mesquita@uconn.edu
Doctoral ColloquiumJohn FordOld Dominion University, USAjbford@odu.edu
Mathieu KachaUniversité de Lorraine, Francemathieu.kacha@univ-lorraine.fr
Special SessionsNicholas PaparoidamisBurgundy School of Businessnicholas.paparoidamis@bsb-education.com
Marko SarstedtLudwig-Maximiliams-Universitat, Germany and Babes-Bolyai University, Romaniasarstedt@lmu.edu
Gregory KivenzorUniversity of Connecticut, USAgregory.kivenzor@uconn.edu
Kiane GoudarziIAE Aix, Aix Marseille Universitykiane.goudarzi@iae-aix.com
Contact
All questions about submissions should be emailed to the respective track chair for your submissions. Questions about the AMS WMC in general should be directed to the Program Leadership team (see above).