Marketing Strategy Meets Wall Street

ISB-CBI in Conjunction with the AMA Summer Educator Conference, Chicago hosted the latest installment of the Marketing Strategy Meets Wall Street Conference from August 11-12, 2022 in Chicago, USA.

The conference "Marketing Strategy Meets Wall Street" is a very successful conference that attracted approximately 200 researchers from all over the world beginning with the 2009 conference at Emory University, Atlanta. Subsequently followed by conferences at Boston University (2011), Goethe University Frankfurt (2013), Singapore Management University (2015), American Marketing Association Conference in San Jose (2017), and INSEAD (2019). 

The major aim of this conference was to broaden participation by bringing together researchers from marketing, accounting, and finance and start to close the gap between research in these three areas.

ISB – Centre for Business Innovation in Conjunction with the AMA Summer Educator Conference, Chicago hosted the 7th instalment of the “Marketing Strategy Meets Wall Street” Conference on August 11th - 12th (Friday), 2022. The conference was chaired by Professors Rajendra Srivastava (ISB) and Sundar Bharadwaj (UGA) with panelists such as Chris Burrgraeve (Vicomte LLC), Jonathan Knowles (Type 2 Consulting) and Professors David Reibstein (Wharton), V. Kumar (St. Johns), Dominique Hanssens (UCLA).

The conference "Marketing Strategy Meets Wall Street" is a very successful conference that attracted approximately 200 researchers from all over the world beginning with the 2009 conference at Emory University, Atlanta. Subsequently followed by conferences at Boston University (2011), Goethe University Frankfurt (2013), Singapore Management University (2015), American Marketing Association Conference in San Jose (2017) and INSEAD (2019). The aim of this conference was to broaden participation at the conference by bringing together researchers from marketing, accounting, and finance and start to close the gap between research in these three areas.

In recent years, there has been a renewed emphasis on demonstrating that marketing investments can translate into profitable growth. The challenges in marketing measurement today are not limited to improving marketing mix models, assessing returns to marketing, or to examining the right metrics, but creating the right combination of analytics, research, and business case-based findings to guide both effective strategy and implementation. At the same time, the rise of new channels, such as the Internet and mobile communication, and the increasing importance of word-of-mouth and sponsorship, make marketing resource allocation decisions much more complex. This conference brought together, scholars and practitioners in marketing, accounting and finance to address these key problems.

A total of 42 insightful papers were selected by the core conference committee which were presented in 10 sessions. The focus areas or sessions of the conference were:

1. Financial Performance in Services Sector

2. Research in the Marketing-Accounting Interface

3. Exits and Firm Outcomes

4. Marketing Mix Strategies and Market Value

5. Influencing Investors and Stakeholders

6. Investor Communication Strategies and Outcomes

7. Marketing Capabilities: Antecedents and Outcomes

8. Stakeholder Issues and Diversity

9. Digital Technologies in the Marketplace

10. Artificial Intelligence, Machine Learning and Marketing-Finance Interface

In each of these sessions, we saw a tremendous amount of research on very current and relevant topics where marketing has an important contribution.

The conference ended with Professors Rajendra Srivastava and Sundar Bharadwaj making the case for MFAX (Marketing-Finance-Accounting-eXchange) and the plan and bid for MSMWS-8.