The 7th International Conference of

Marketing, Strategy & Policy 2023

Innovative Marketing In Disruptive Markets

With the rapid progress of digital technologies, the composition of markets has been radically transformed and reorganised into new forms of marketing systems, business relationships and consumption processes. The deployment of cross-disciplinary knowledge in the creation of new offerings, processes and business models has given rise to innovative means of implementing the marketing practice. Since the digital revolution, new types of marketplaces, sellers and consumers have been emerging at an accelerating rate. For example, through the 3D printing technology, manufacturers have started to shift their production operations to 3D printing hubs and become the providers of digital designs. This has not only reduced the cost of operating and enhanced the implementation of agile manufacturing methods but also transformed the whole supply chain management process by increasing the localisation of production practice. Importantly, innovative marketing implementations based on sharing and collaborative consumption as well as reverse channel distribution approaches have contributed to the achievement of sustainability goals. Similarly, the use of Big Data and several digital technologies such as 3D printing, artificial intelligence (AI), Internet-of-Things (IoT) and blockchain technologies in the marketing process has enabled companies to more effectively cope with environmental turbulences, and optimize their commercial and sustainable business and marketing operations and performance. In the last few decades, companies have increasingly invested in omni-channel marketing for their retail marketing operations, which has improved consumer experience given its consistent marketing provision through flawless integration of various traditional and technology-based marketing channels. In addition, nowadays, the potential of virtual reality, augmented reality and blockchain (e.g. cryptocurrency) technologies have started to be realised through marketing in the metaverse marketplace which promises consumers with novel ways of interacting with brands and their offerings. Through this new marketplace, the existing rules of geo-marketing and retail marketing have become obsolete, and the role of data driven marketing has become more dominant. Brands can now build on their identities, reputation and images in these emerging marketplaces in transformative ways, through their enhanced and innovative engagements with consumers and end users anytime and anywhere in the world. Furthermore, today’s disruptive markets such as metaverse and non-fungible tokens (NFT) marketplaces provide brand owners with immersive opportunities to change the rules of engaging with product innovation, design and aesthetics associated with their digital offerings.

The seventh annual conference of Marketing, Strategy and Policy (MSP) invites research scholars, academics and practitioners from around the world to discuss, analyse and evaluate how innovative marketing processes, approaches and practices are developed and implemented in disruptive markets from business, consumer, policy-maker and/or technology perspectives. The objective of this conference is to initiate an intellectual debate and critical discussion about the bright and dark sides of engaging in innovative marketing in response to disruptive markets. Against this background, this conference invites the empirical and conceptual papers that will contribute to these debates and discussions. Specifically, the conference aims to stimulate dissemination of insightful knowledge by answering a range of topical questions such as how and when innovative marketing processes, approaches and practices may benefit companies, business networks and brands operating in disruptive markets?, how they may benefit consumers and consumption practice in such markets?, how and under what conditions they may become detrimental for businesses and marketing stakeholders including consumers?, how they may be used to achieve increased business performance, and more ethical and sustainable business practice?, how policy-makers can ensure effective and ethical marketing operations in disruptive markets, and so on. The submitted papers can include national and/or international dimensions and address the conference theme through a range of diverse perspectives such as general marketing, consumer research, retail, strategy, management, policy, technology, information sciences, data analytics and modelling, innovation, supply chain management etc. The submissions can be related to but not limited to the topics given below:

In-Person Conference Tracks

Track1 : Business-to-Business Marketing and Supply Chains
Track Chair: Dr Minhao Zhang

B2B marketing and supply chains have become increasingly important in today’s turbulent markets where supply chains are disrupted due to a range of environmental influences such as the pandemic, wars and natural disasters. The aim of this track is to provide insights into how B2B marketing and supply chains operate in disruptive markets. The track invites empirical, review and conceptual papers focusing on B2B marketing and supply chain issues in disruptive markets and turbulent environments. Topics include, but are not limited to, the following:

  • The role of B2B relationships or collaborations in the performance of product marketing in disruptive markets
  • The influence of different network configurations and relational ties in dealing with the challenges caused by disruptive markets.
  • The role of various stakeholders in facilitating and limiting the resilience of supply chains in disruptive markets.
  • The dark side of B2B and supply chain relationships in disruptive markets, and their impact on various stakeholders.
  • The effect of supplier and customer concentration and/or diversification on supply chain performance under different environmental conditions.
Track2 : Sustainable, Critical and responsible consumption and marketing
Track Chair : Prof Dorothy Yen

The aim of the track is to explore the role of marketing in promoting critical, responsible and sustainable consumption practices (e.g. ageing, Health, Energy, Climate, Water, etc.), and to discuss the different approaches and strategies that can be employed to foster more sustainable and ethical marketing practices. We welcome submissions from scholars, practitioners, and policymakers from various disciplines and backgrounds to contribute to this important dialogue on how marketing can be transformed to promote sustainable and equitable development.

We invite submissions that address, but are not limited to the following topics:

  • The role of marketing in promoting sustainable consumption practices and lifestyles
  • The impact of marketing on consumer behaviour and attitudes towards sustainability
  • The ethical dimensions of marketing sustainable products and services
  • The challenges and opportunities of marketing sustainable products and services in different socio-economic and cultural contexts
  • The role of marketing in promoting transparency and accountability in supply chains
  • The intersectionality of sustainable marketing with issues of social justice, gender, and environmental degradation
  • The potential of alternative marketing practices and business models, such as social marketing, cause-related marketing, and green marketing, in promoting sustainability
  • The role of policy frameworks, regulations, and incentives in promoting sustainable marketing practices
Track3 : Industry 5.0: Big Data, Machine Learning, Internet of Things, Blockchain and Art
Track Chair : Dr Yousra Asaad

We are pleased to announce a call for papers for our upcoming track on Big Data, Machine Learning, Internet of Things, Blockchain, and Artificial Intelligence. The track aims to bring together researchers, practitioners, and industry experts to share their latest research, ideas, and experiences in these cutting-edge fields.

The track welcomes submissions of original research papers, case studies, and review papers related to the following topics:

  • Industry 5.0
  • Big data analytics and CRM
  • Machine learning applications in Marketing
  • Artificial intelligence and brand management
  • Blockchain technologies and applications in Strategy and Marketing
  • Metaverse and consumer behaviour

We encourage papers that address real-world challenges and propose innovative solutions in these fields. Submissions should be original and not under review elsewhere. All papers will be peer-reviewed by at least two experts in the relevant field.

Selected papers will be published in a special issue of a reputed journal, subject to review and approval. Authors of accepted papers will be invited to present their work at the MSP 2023 conference.

Track4 : Social Media, Virtual Reality and Augmented Reality
Track Chair : Dr Melisa Mete

In the era of disruptive markets, the emergence of social media, virtual reality, and augmented reality has transformed the way firms connect with their target customers, market their offerings, and engage with their stakeholders. In this context, innovative marketing practices have become a key driver of competitive advantage for organisations. Yet, engaging in innovative marketing practices can have both pros and cons. On the bright side, it can lead to enhanced brand recognition, customer engagement, and financial performance. On the dark side, it can also lead to negative consequences such as privacy invasion, brand dilution, and ethical concerns.

This track welcomes papers that focus on the bright and dark sides of engaging in innovative marketing in response to disruptive markets in the context of social media, virtual reality, and augmented reality.

Both conceptual and empirical research papers are welcome, especially those that focus on the current and future challenges marketers are facing particularly on the role of virtual reality, augmented reality, and/or social media which promise consumers with novel ways of interacting with brands and their offerings.

Topics include, but are not limited to, the following:

  • The impact of social media, virtual reality, and/or augmented reality on consumer behaviour and attitudes towards marketing,
  • The role of social media, virtual reality, and/or augmented reality in facilitating customer engagement and co-creation,
  • The role of social media, virtual reality, and/or augmented reality in facilitating innovative marketing
  • The role of social media influencers in innovative marketing campaigns,
  • The effectiveness of virtual and augmented reality in enhancing customer experiences and engagement,
  • The role of virtual reality and augmented reality in creating immersive brand experiences,
  • The potential unintended consequences of using innovative marketing strategies via social media, virtual reality, and/or augmented reality,
  • The challenges and opportunities, or effectiveness of engaging in innovative marketing via social media, virtual reality, and/or augmented reality.

We look forward to receiving your submissions!

Track5 : Equality, Diversity and Inclusion
Track Chair : Dr Gaye Bebek

Digital technologies has transformed the marketplace, and equipped marketers with new tools and platforms to reach and engage with diverse audiences. Concurrently, digital technologies have also raised new questions about how marketers can create and implement effective marketing strategies to promote diversity, equality, and inclusion (DEI). In line with this year’s conference theme, Track 5 calls for scholars to contribute to the academic discourse on the impact of digital technologies brought forward in marketing strategies for diversity, equality, and inclusion in the marketplace. Possible topics for submissions may include, but are not limited to:

  • The role of digital technologies in promoting or hindering DEI in marketing practices (e.g., advertising, branding, social media)
  • The impact of digital technologies on consumer behaviour and attitudes towards DEI
  • The use of data analytics and machine learning to create more targeted and inclusive marketing strategies
  • The ethics of using digital technologies for DEI marketing practices (e.g., issues of privacy, bias, and discrimination)
  • The role of digital literacy and digital citizenship in promoting DEI in marketing practices
  • DEI marketing strategies that utilize digital technologies

We welcome empirical studies, theoretical papers, and review articles that address these and other related topics. We encourage interdisciplinary and collaborative approaches, and welcome submissions that offer innovative and thought-provoking perspectives on the impact of digital technologies on marketing strategies for DEI.

Track6 : Entrepreneurship and Innovation
Track Chair: Dr Rama Kanungo

In today’s disruptive markets entrepreneurs can take advantage of emerging opportunities. Innovations may emerge out of crisis situations and be driven by turbulent environments. This track calls for empirical, review and conceptual papers on entrepreneurship and innovation practice in disruptive market environments. Topics may include but are not limited to:

  • The effect of entrepreneurial attributes and tendencies in managing disruptive markets.
  • The role of entrepreneurial and innovation orientations in the performance of firms in disruptive markets.
  • The impact of environmental disruptions in the development of different types of innovations.
  • Entrepreneurial bricolage and innovation performance in disruptive markets.

The impact of entrepreneurship leadership styles in coping with disruptive environments.

Track7 : Ethics, Governance and Policy
Track Chair: Dr Kaouther Kooli

Ethical business is becoming increasingly important given the growing sensitivity towards social justice amongst a range of stakeholders. Governance and policy making also play a significant role in the operation of ethical business approach and principles. As the markets and technologies become more distributive, wider range of issues arise with regards to operation, ethics and governance of ethical business principles.  This track calls for empirical, review and conceptual papers examining ethical business, governance and policy in disruptive market environments which aim to address a range of social and environmental issues.Topics may include but are not limited to:

  • The importance of government and public policy in ethical business particularly in disruptive markets.
  • The role of various stakeholders in the employment ethical business practices in disruptive market environments.
  • The impact of different types of governance structures on the implementation of ethical business practices in disruptive business environments.

The role of policy making by global institutions in the operation of ethical business practices in dynamic market environments.

Track8 : Product Development, Design and Aesthetics
Track Chair: Dr Pantea Foroudi

Product development is becoming increasingly important in meeting the requirements of changing disruptive market needs. Disruptive market environments also force companies to become more innovative in terms of their product design and aesthetics so that they can differentiate their offerings to attain competitive edge. This track calls for empirical, review and conceptual papers which aim to address practices associated with product development, design and aesthetics in disruptive market environments. Topics may include but are not limited to:

  • Processes and practices for developing different types of innovative products in disruptive markets.
  • The enablers and processes of customer-centric product development in markets characterised by disruptive changes in market needs.
  • Flexible, technology-driven and user-driven product design in disruptive markets.
  • The role of product aesthetics in markets characterised by dynamic changes and disruptive environments.
  • Intra-firm and inter-firm issues affecting the performance of product development, design and aesthetics in disruptive business environments.
Track9 : Data Driven Marketing, Geo-Marketing and Retail
Track Chair: Dr Syed Muhhamad

Data driven marketing and specifically the deployment of big data analytics has become increasingly important in dealing with the challenges of disruptive market environments. In such markets, big data analytics and associated digital technologies enable marketers to better target, capture and attract retail customers. For example, big data analytics and associated digital technologies (e.g. beacon, mobile etc.) can be used to individually target customers in diverse locations. This track calls for empirical, review and conceptual papers which aim to understand data driven marketing, geo-marketing and retail marketing practices in disruptive market environments. Topics may include but are not limited to:

  • The role of diverse digital technologies in the deployment of geo-marketing in disruptive market environments.
  • The importance of big data and customer analytics in the performance and competitiveness of retail businesses in disruptive markets.
  • The use of big data and application of data driven marketing concept in business eco-systems and networks.
  • The use of big data analytics and associated digital technologies in enhancing experience of retail customers.
Track10 : Brand, Image, Identity and Reputation
Track Chair: Dr Dongmei Zha

Brand, image, identity and reputation constitute a key differentiator for any business in disruptive market environments. As consumers’ trust become increasingly importance in such markets, businesses need to increasingly invest in the development of their brand, image, identity and reputation. This track calls for empirical, review and conceptual papers examining the role of brand, image, identity and reputation in the marketing of products and services in disruptive market environments. Topics may include but are not limited to:

  • The marketing and consumption of brands in disruptive markets.
  • Managing brand image in disruptive market environments.
  • The role of different types of brand identities in dealing with disruptive market environments.
  • The development of brand reputation in stable and disruptive markets.
  • The effect of environmental disruptions in the brand, image, identity and reputation.

Track11 : Internal Marketing

Track Chair: Dr Qionglei Yu

We are pleased to announce the call for papers on the topic of internal marketing for our upcoming conference. Over the past 15 years, internal marketing research has been on the rise, examining different industries, sectors, and countries with a variety of measurement scales and research methods. Internal marketing, as a concept of using marketing principles internally for organizational management, has gained significant interest from both academics and practitioners.

However, despite the growing interest in internal marketing, there is still a lack of research in this area due to the ambiguity surrounding its conceptualization, composition, feasibility, and research domains. This track aims to explore and advance internal marketing studies, particularly in light of the changes in post-COVID working patterns, employee well-being at the bottom of the pyramid, and the emergence of technology replacing human services.

We welcome papers on the following topics, but not limited to:

  • Theoretical developments in internal marketing
  • Internal marketing practices in different industries and sectors
  • Internal marketing and its effects on employee satisfaction, motivation, and retention
  • Internal marketing and organizational culture
  • Internal marketing and corporate social responsibility
  • Internal marketing and technology adoption
  • Internal marketing and employee well-being at the bottom of the pyramid
  • Internal marketing and post-COVID working patterns
  • Internal marketing and change management
  • Internal marketing and cross-cultural management

We invite original research papers, conceptual papers, and case studies that contribute to advancing our understanding of internal marketing.

Track12 : Future of Work and Operations in Uncertainty
Track Chair: Dr YiChuan Wang

Today’s market environments are characterised by high levels of uncertainty due to the pandemics, wars and natural disasters which have been simultaneously experienced in the recent years.     On the other hand, emerging technologies have been advancing at an accelerating rate which are likely to transform and change the rules of engagement in business practice. Nowadays, several businesses and brands have significantly enhanced their investments in emerging, digital technologies to transform their front, middle and back office operations. This track calls for empirical, review and conceptual papers which aim to develop an agenda for the future of work and operations in uncertainty. Topics may include but are not limited to:

  • The role of diverse emerging, digital technologies in changing business operations of different types of firms (e.g. service, manufacturing firms etc.)
  • The role of different operational processes in enhancing the flexibility of firms in managing uncertain and disruptive business environments.
  • The changes in marketing systems driven by various emerging, digital technologies.
  • The effect of environmental uncertainty and disruptions in the digitalisation of business operations.
  • The impact of emerging, digital technologies in transforming global business relationships, networks and operations.

Doctoral Colloquium

Doctoral Colloquium of MSP2023 invites PhD scholars to present their work to panel of experts that will help them prepare for their defence. Interactions will enable doctoral students to understand how to manoeuvre their career in Higher Education or Industry.

Doctoral Colloquium Speakers

Dr Parth Patel

Australian Institute of Business

Dr Sena Ozdemir

Lancaster University

Conference Keynote Speakers

Prof V Kumar

Salvatore Zizza Professor of Marketing The Peter J. Tobin College of Business St. John’s University

Prof Vania Sena

Sheffield University

Prof YiChuan Wang

Sheffield University

Prof Dorothy Yen

Brunel University

Dr Pantea Foroudi

Brunel University

Meet The Editors

Prof Srihari Sridhar

Editor in Chief
Journal of Marketing

Prof Subodha Kumar

Dy Editor of Production and Operations Management

Prof Shuang Ren

Editor in Chief
British Journal of Management

Prof Fevzi Okumus

Editor-in-Chief
International Journal of Contemporary Hospitality Management

Dr Marian Iszatt-White

Editor-in-Chief
International Journal of Management Review

Editorial Keynote

Prof Maja Arslanagić-Kalajdžić

University of Sarajevo

Dr Selma Kadic-Maglajlic

Institut for Afsætningsøkonomi Copenhagen Business School

Programme

Abstract Submission

Submit pdf version of your abstract of 500 words or extended abstract of 2000 words or manuscript of 5000 words in double spacing using Times New Roman Font 12 point
Last date for submission of abstract : 10th June, 2023

conference Registration

Participants attending to the in-person conference between 21st-23rd June 2023 will also be able to attend to the online conference which will be held on 20th June 2023.
Online participants will also be able to join to the ‘Meet the Editors’ and special issue briefing sessions.
Registration Fee is not refundable
Early Bird Registration Ends on 5th June 2023

Conference also offers Awards and Scholarships listed below:

  • Best Conceptual Paper Award

  • Best Impact Paper Award

  • Best Methodology Paper Award

  • Best PhD Thesis Award

  • Best Paper Award

  • TARA LifeTime Achievement Award

Online Conference Registration for PhD Students

Online Conference: PhD Student
1 day pass Registration – GBP100

Online Conference Registration for Academics

Online Conference: Academic Presenter Pass
1 day pass Registration – GBP250
Make some noise with us

MSP Conference 2023

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In-Person Conference Registration for PhD Students

Doctoral Student Conference Registration

Registration fee GBP200

In-Person Conference Registration for Academics

Academic Presenter Conference Registration
Registration fee GBP450

Gala Dinner Registration

Gala Dinner Registration
Registration fee GBP100

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MSP Executive Board

* Prof Suraksha Gupta, Newcastle University, UK
* Dr Pantea Foroudi, Brunel University, UK
* Dr Sena Ozdemir, Lancaster University, UK
* Dr Parth Patel, Australian Institute of Business, Australia
* Dr Yousra Asaad, Brunel University, UK
* Dr Rama Kanungo, Newcastle University, UK.
* Dr Yichuan Wang, Sheffield University, UK
* Prof Danish Shah, Georgia State University, USA.
* Prof Dorothy Yen, Brunel University, UK
* Dr Saurabh Bhattacharya, Newcastle University, UK
* Dr Arpita Agnihotri, Penn State Harrisburg, USA
* Dr Gaye Bebek, University of Reading, UK
* Dr Melisa Mete, University of Reading, UK
* Prof Kavita Sharma, Delhi University, India