UNIVERSITY OF COLOGNE

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?