The conference is organized by the American Marketing Association, which is the leading global professional marketing association for students, practitioners, executives, and academics alike. The AMA is home to five premier scholarly journals including: Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing. This year's AMA Winter Academic Conference focused on bridging divides while advancing the frontiers of what marketing can achieve.
The group was represented by the doctoral student Jakob Ebelt, who presented his current research on the following topic:
- Driving Green Product Innovation through Digital Engagement: An Experimental Analysis. (Jakob Ebelt (TU Ilmenau), Elena Freisinger (TU Ilmenau), Fabian Buder (Nuremberg Institute for Market Decisions))
I am grateful for all the feedback and suggestions I’ve received on our submission during the conference.