Marketing of the future – EMAC 2022 at Corvinus 

Corvinus hosted the 51^st EMAC conference from 22-27 May 2022. During the event, participants had the opportunity to attend Doctoral Colloquiums, SIG and poster sessions on a wide range of marketing topics, such as marketing communications, digital marketing and social media, innovation management, marketing strategies and social responsibility. 

The colleagues of Corvinus University’s Institute of Marketing, as well as researchers from abroad presented exciting, future-oriented studies that examined key questions such as student needs during online education and the depletion of natural resources. 

Zsófia Kenesei, Professor at the Institute of Marketing spoke about what teachers could learn from online education in her presentation entitled How need for interaction and self-regulated learning influence the acceptance of online education in an UTAUT framework. Together with PhD student Ágnes Halász they researched the needs of students during online education in a UTAUT framework. The UTAUT is a technology acceptance model that aims to explain user intentions to use an information system and subsequent usage behaviour.  

Shekhat Misra from Grenoble Ecole de Management, France, presented the research Does Marketing Experience in Corporate Board Make Firm Innovative?. Together with co-authors Byeonggwan (Ben) Lee and Christophe Haon, they analysed whether having marketing professionals on the board increases a firm’s success. 

Lisa Zäuner and Simone Wies, researchers at the Goethe University Frankfurt, have prepared a study entitled The impact of innovation failures on brand sales. Their work looked at consumer packaged goods to find out how the failure of a new product launch affects the perception of the parent brand. They found that the failure of a new product doesn’t necessarily affect the overall sales of the firm. 

Moreno Frau, a research fellow at Corvinus University, presented the results of a truly international collaboration. His co-authors were Tamara Keszey, Vice-Rector for Research, and Ludovica Moi and Francesca Cabiddu, researchers at the Italian Università degli studi di Cagliari. Their paper, The role of market pressure on nature-driven agility and sustainable food production, was based on the premise that the increasing market demand is over-exploiting natural resources. Working from multiple case studies, they were able to examine several international companies.  

Balázs Fekete designer, and Kitti Boros assistant lecturer, PhD students at Corvinus University, colleagues of the Marketing Institute, presented their research on “The appearance of digital dynamic visual identities in the marketing of tourist destinations”, conducted at the interface of design communication (DIS:CO) and destination marketing. Using their proprietary generative dynamic visual system, they demonstrated live how pioneering tourism brands can create experiences and value through digitalisation.

The 51st EMAC conference at Corvinus ended on 27 May and was attended by around 800 people.