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Prioritizing Emerging Phenomena in Marketing Strategy Research

In this interactive session, we will discuss the nature of emerging phenomena and the special challenges—and opportunities—they present for knowledge development in the marketing discipline. I have planned a conversation focused on the following questions:

  • What are the characteristics of emerging phenomena in marketing?

  • Why is so difficult to study such emerging phenomena?

  • What strategies can marketing scholars employ to address challenges related to emerging phenomena?

  • What type of institutional changes are needed (e.g., doctoral programs, academic organizations/conferences, journals, editorial processes) to facilitate the timely and effective exploration of emerging phenomena?