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The rise of metaverse technologies provides opportunities, and responsibilities, for marketing scholars. Drawing on ample personal experiences with the use of virtual worlds in MBAs, MSCs, and undergrad courses, Thorsten Hennig-Thurau will address two related questions: (1) How to design courses ABOUT the value-creation potential of virtual worlds? (2) How to use virtual worlds to improve teaching of other, "established" aspects of marketing?

Participant:

• Thorsten Hennig-Thurau, University of Münster

Generative AI, such as ChatGPT, has the potential to offer exciting opportunities for education and research, but it also poses significant challenges. It brings huge challenges, not the least, in testing student knowledge and teaching writing skills. Looking positively, it is an opportunity to rethink what we want students to learn and why. Furthermore, some researchers have already included ChatGPT as a co-author in academic studies. Researchers should not necessarily see ChatGPT as a threat but rather as a potentially important aide for research.

Participants:

• Tuba Yilmaz, BI ºÚÁÏרÇø Business School
• Matilda Dorotic, BI ºÚÁÏרÇø Business School
• Bernd Schmitt, Columbia Business School
• Kalinda Ukanwa, University of Southern California
• Koen Pauwels, D’Amore-McKim School of Business
• Ming-Hui Huang, National Taiwan University
• P.K. Kannan, University of Maryland at College Park
• Vanitha Swaminathan, University of Pittsburgh

Participants:

• Stefan Worm, BI ºÚÁÏרÇø Business School
• Manfred Krafft, University of Münster
• Murali K. Mantrala, University of Kansas
• V. Kumar, St. John's University

Topics covered include: how to evaluate teaching responsibilities on the job market, how to prepare for and teach your first class, what I expected vs. what I experienced, the best (and worst) advice I got, what I wish someone had told me, how my teaching practice has evolved, and how to balance research, teaching, and everything else.

Participants:

• Nailya Ordabayeva, Tuck School of Business, Dartmouth
• Keisha Cutright, Duke University’s Fuqua School of Business
• Hai-Anh Tran, Alliance Manchester Business School, University of Manchester
• Daniela Cristian, Bayes Business School
• Nathan Warren, BI ºÚÁÏרÇø Business School
• Angela Y Lee, Kellog School of Managment, Northwestern University  

How do we create in-class engagement? In a time when students attention can be difficult to capture, in-class engagement is more important than ever. But how do we create and maintain engagement when teaching?

We will focus both on physical but also digital strategies that will help you to become a more effective teacher. We will discuss how to get started engaging your students, different methods for doing this, and challenges and opportunities.

Participants:

• Hannah Snyder, BI ºÚÁÏרÇø School of Business
• Ajay Kohli, Georgia Tech
• Nancy Wünderlich, Technische Universität Berlin
• Sara Rosengren, Stockholm School of Economics
• Erik Mooi, The University of Melbourne

Participants:

• Neeraj Bharadwaj, Haslam College of Business, University of Tennessee
• Sundar Bharadwaj, Terry College of Business, University of Georgia
• Bob Dalstrom, Farmer School of Business, Miami University and BI ºÚÁÏרÇø Business School
• Gergana Nenkov, Boston College, Carroll School of Management
• David A. Griffith, Mays Business School, Texas A&M University
• Yashoda Bhagwat, Neeley School of Business, Texas Christian University
• Frank Germann, Mendoza College of Business, University of Notre Dame

Cutting-edge technology permeates marketing from the dark web to ChatGPT and from video gaming to the metaverse.

Each presenter will highlight a specific research frontier, outline its relevance and theoretical contributions, and report on key learnings from their analysis and development process. The presenters will pay special attention to the challenges associated with publishing in emerging spaces and how to overcome them.

Participants:

• Markus Giesler, Schulich School of Business, York University
• Michael Haenlein, ESCP Business School and University of Liverpool Management School
• John Hulland, Terry College of Business, University of Georgia
• Kelly Hewett, Haslam College of Busines, University of Tennessee
• Francesca Sotgiu, Vrije Universiteit
• Rhonda Hadi, Saïd Business School, University of Oxford

Presenters will engage fellows and faculty to reimagine how each of our research interests can expand to encompass the future as a key stakeholder.

Participants:

• Rebecca Slotegraaf, Kelley School of Business, Indiana University
• Rajesh Chandy, London Business School
• Sandy Jap, Emory University
• Martin Schreier, Vienna University of Economics and Business

Marketing and particularly consumer research have recently come under close scrutiny as efforts to replicate even seminal effects have proven unsuccessful. With large-scale multi-lab replication projects such as  and Many Labs underway, debates on the replicability of prominent effects in marketing research are likely to accelerate.

We will offer hands-on advice on how to manage research projects in an area of Open Science and discuss recent developments such as the role of Chat-GPT. We will also offer an outlook on how to quantify uncertainty associated with research findings in order to increase confidence in the results.

Participants:

• Hannes Datta, Tilburg University
• Marko Sarstedt, Munich School of Management, Ludwig-Maximilians-University
• Natalie Mizik, Foster School of Business, University of Washington

As the world continues to undergo continuous and often chaotic economic, environmental, and technological change, research agendas in the various subfields of consumer research must adapt to focus on understanding how these shifts impact the lives of consumers and other stakeholders, and how consumer research can remain relevant to marketing practice. 

Their commentary will highlight the opportunities and challenges in addressing a range of high-profile topics, such as how new AI technologies will influence misinformation and consumer mistrust, how political agendas shape branding, how the TCR research agenda is expanding and evolving, and how trends in interdisciplinarity marketing science are shaping its methodologies and focal topics.

Participants:

• Paige Moreau, Wisconsin School of Business, University of Wisconsin-Madison
• Eileen Fischer, Schulich School of Business, York University
• Cele Otnes, Gies College of Business, University of Illinois at Urbana-Champaign
• Russell Winer, Stern School of Business, New York University

Brand management and customer management models are two ways to show the value of intangible marketing assets on the balance sheet. It is also a way to think about how a firm organizes its marketing function and allocates its resources. 

See also MSI research priorities 2022-24. Besides discussing various perspectives, the goal is also to uncover new research themes and avenues.

Participants:

• Werner Reinartz, University of Cologne
• Raj Srivastava, Indian School of Business)
• Fred Selnes, BI ºÚÁÏרÇø Business School
• Neil Morgan, Wisconsin School of Business, University of Wisconsin-Madison
• Kapil Tuli, Lee Kong Chian School of Business, Singapore Management University