The 51st Academy of Marketing Conference challenged marketing scholars to be brave in both thought and deed through exploring insightful theoretic concepts, designing and employing rigorous research approaches and generating innovative solutions to bold issues such as: sustainable business practices, responsible consumption and marketplace inclusion. The marketing community will be able to provide an understanding of and offer explanations to the substantive post-Brexit issues for marketing, policy makers, and society at large. We invited scholars to be critical in discussing and debating these challenges in the welcoming environment of the University of Stirling. The University of Stirling Management School holds a coveted place among the UK’s top 25 institutions for Business and Management (REF, 2014) and our stunning campus is home to students from over 120 countries.
Stirling is Scotland’s heritage capital, with a bustling modern city centre and a beautifully preserved Old Town. Visitors will be spoilt for choice in this compact and friendly city which boasts a 12th century castle as well as the National Wallace Monument that overlooks the scene of one of Scotland’s most notorious battle sites, Stirling Bridge. Loch Lomond and The Trossachs National Park is only 30 minutes from Stirling city centre as well as being close to both Edinburgh and Glasgow with direct road and rail networks.
The Battle of Stirling Bridge was famously won by William Wallace who was creative and lateral in his strategic thinking to overcome a much larger army. The theme of the conference imbues this spirit and we looked forward to receiving papers that explore local versus global strategies and innovative approaches to understanding and engaging consumers, cultures and society.
Professor Julie Tinson
Dr George Maglaras