Marketing Strategy & Theory

… track invites papers studying all basic and long-term activities in the field of marketing that deal with the formulation, evaluation, selection, and implementation of market-oriented strategies in various contexts. Such activities therefore contribute to the goals of the company and its marketing objectives. A crucial studied issue is how marketing strategy affect the performance of firms. This research may be quantitative, qualitative, or conceptual.

This track also considers papers that aim to develop and reflect on theory in marketing. This may include new ways of thinking about marketing phenomena as well as proposition on the adaptation of existing marketing theories. These studies are typically conceptual in nature or informed by qualitative insights.


Stephan Ludwig, The University of Melbourne

Dennis Herhausen, KEDGE Business School