Marketing Opportunities and Challenges in a Changing Global Marketplace
This proceedings volume explores marketing opportunities and challenges that exist in the current, fast-changing landscape of the global marketplace. Current global issues such as the rising middle class in emerging markets, disruptive technological break
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Shuang Wu Felipe Pantoja Nina Krey Editors
Marketing Opportunities and Challenges in a Changing Global Marketplace Proceedings of the 2019 Academy of Marketing Science (AMS) Annual Conference
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Shuang Wu • Felipe Pantoja • Nina Krey Editors
Marketing Opportunities and Challenges in a Changing Global Marketplace Proceedings of the 2019 Academy of Marketing Science (AMS) Annual Conference
Editors Shuang Wu Rohrer College of Business Rowan University Glassboro, NJ, USA
Felipe Pantoja IÉSEG School of Management Paris, France
Nina Krey Rohrer College of Business Rowan University Glassboro, NJ, USA
ISSN 2363-6165 ISSN 2363-6173 (electronic) Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-030-39164-5 ISBN 978-3-030-39165-2 (eBook) https://doi.org/10.1007/978-3-030-39165-2 © The Academy of Marketing Science 2020 All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors, and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
2019 Academy of Marketing Science® Annual Conference
Marketing Opportunities and Challenges in a Changing Global Marketplace May 29–31, 2019 Fairmont Hotel Vancouver Vancouver, Canada
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AMS Officers (2018–2020)
President O.C. Ferrell, Auburn University, USA Executive Vice President/Director Harold W. Berkman, University of Miami, USA President-Elect Julie Guidry Moulard, Louisiana Tech University, USA Immediate Past-President Adilson Borges, Carrefour & NEOMA Business School, France Vice President for Publications James S. Boles, University of North Carolina at Greensboro, USA Vice President for Programs Brad D. Carlson, St. Louis University, USA Vice P
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