Consumer Based Strategy-Conference

05. Juli 2019 - 07. Juli 2019

The Consumer Behavior Special Interest group of the American Marketing Association is a group of nearly 1,000 AMA academics interested in consumer behavior insights for managerial decision ma-king. To encourage more research in this area, and to bring together like-minded researchers, we are holding a conference on the theme of Managerially Relevant Consumer Insights in Bern, Switzerland, July 5-7, 2019.

A key objective of the conference is to better understand how insights and research on consumer behavior can be used to enhance managerial decision making, and especially how to support strategy formulation and implementation efforts. We believe “Crossing Boundaries” goes both ways; at this conference, researchers in consumer behavior can also learn from marketing strategy practice and marketing strategy research. The outcome of such an approach will be consumer-based strategies that lead to increased business performance.

This conference seeks to advance theory and evidence relating consumer insights to business strate-gies. We encourage a wide range of submissions: behavioral papers with field studies, consumer be-havior projects based on research collaboration with industry, ethnography for market strategy pur-poses, as well as other unique approaches to creating strategically relevant consumer insights.

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