AMSWMC2025: 2025 Academy of Marketing Science World Marketing Congress Burgundy School of Business Dijon, France, July 1-4, 2025

The Role of Marketing in Reshaping the Dynamic Landscape of Business: Innovation, Sustainability, and Legitimacy

Marketing theory and practice play a decisive role in understanding changing consumption patterns and developing new business models. To effectively enable new strategies, companies must embrace innovations in research and product development, and sustainable business practices in manufacturing and distribution, while complying with regulations.

Innovation plays a focal role in firms' sustainability journey. Marketing research demonstrated that innovation in sustainability extends beyond product design, encompassing every aspect of a firm's operations, from supply chain optimization to developing circular economy initiatives and promoting mindful consumption. Such innovations enhance a firm's competitive advantage and contribute to broader societal well-being.

Sustainability has become a critical pivotal point for contemporary firms, reinforcing business practices that address not only economic but also environmental and social concerns. Firms adopt sustainable strategies to mitigate their impact on the planet and society, reducing carbon footprints and resource consumption while integrating social responsibility into core business operations. Marketing managers must adequately promote and enhance a firm's long-term viability by aligning with evolving consumer values and regulatory expectations.

The legitimacy of firms is closely intertwined with their commitment to sustainability and innovation. Legitimacy refers to a firm's actions that are desirable, proper, or appropriate within a socially constructed system of norms, values, and beliefs. Through sustainable practices and innovation, firms enhance their legitimacy in the eyes of stakeholders, including customers, investors, and communities. They garner public trust and support, which is essential for long-term success. Innovation, sustainability, and legitimacy become integral to corporate social responsibility and make firms competitive by building enduring relationships with stakeholders.

Program Chairs

Submission Guidelines

A summary of the submission guidelines is provided here for your convenience. The detailed guidelines, including formatting guidelines, policies, help with EasyChair login problems, etc., can be found at https://www.ams-web.org/help. Please note that all questions about the appropriateness of a topic or the status of a submission should be addressed to the chair of the track to which you submit the paper to. The list of track chairs can be found below.  The track chairs are the primary point of contact for authors with respect to the review process for the conference.

Full paper submissions should not exceed 12 single-spaced pages or 7,000 words in total (including all exhibits and references) whichever is less. The test should be set in be Times New Roman 12 pt. font, 1 inch margins. Make sure to include the title information with each submission but do not include a title page with author identification in the submitted document file. The name of the paper, names and affiliations of each author, and complete contact information for the corresponding author(s) (address, e-mail address, phone) will be requested.  Please make sure to spell all author names correctly.  Misspelled names create problems in creating the program and effective communication.

Structured abstracts submissions should not exceed 4 single-spaced pages following the guidelines at https://www.ams-web.org/help page. A sample structured abstract is linked on the author submission guidelines at https://www.ams-web.org/help page. Structured abstracts accepted for presentation are published as one-page abstract in the Proceedings.

Special session/panel proposals can be submitted through the conference management system to the special session submissions track.  Proposals should contain a 50-word bio of each speaker, a one-page description of the session, and a one-page description of each presentation.  If the special session contains individual presentations, each with its own unique “talk” title, then each presentation should be entered into the system separately with a unique identifier in the title tying it back to the special session.  In other words, if the special session is about “Fun at AMS,” individual “talks” would have a title like: “Fun at AMS: How to Network Professionally at Receptions.”  Please contact one of the special session submission co-chairs prior to uploading a proposal submission. Special session/panel proposals will be reviewed, and those rated as highest quality and most in keeping with the conference theme will be accepted for presentation. The program team welcomes all ideas for presentations, workshops, or other sessions that may be of interest to the audience. Please contact the appropriate track chairs with your ideas.

It is against AMS policy to submit the same paper or special session proposal to multiple tracks. Also, no individual may be an author or co-author of more than three competitive submissions.  Should the limit of three be exceeded, only the first three submissions will be considered for the program and the subsequent submissions will not be eligible to be on the program.  Manuscripts will be double blind reviewed. Only papers submitted as full papers can be published in the proceedings—either as a full paper or one-page abstract.

List of Tracks

• International Marketing
  • Piyush Sharma (Curtin University, Australia)
  • Tatjana Koenig (University of Applied Sciences at Saarbrücken, Germany)
  • Raluca Mogos Descotes (Université du littoral Côte d'Opale, France)

• Social Media Marketing
  • Joyce Zhou (University of Louisiana Monroe, USA)
  • Jenny Tran Huong (University of Nebraska Omaha, USA)

Contact