2026 Winter American Marketing Association conference in Madrid
BMBW Preconference
Thursday 12 February 2026
Professors Rajesh Chandy (London Business School) and Christine Moorman (Duke University) led a half-day preconference event focused on BMBW, drawing faculty and Ph.D. students from around the world. A set of BMBW priorities was revealed based on surveys of the JM and JMR Editorial Boards. Colleen Harmeling (University of Kentucky), Pradeep Chintagunta (University of Chicago), Maura Scott (Arizona State University), Kate Christensen (Indiana University), Sundar Bharadwaj (University of Georgia), and Nita Umashankar (San Diego State University) each presented cutting-edge research on BMBW.
Attendees then participated in a BMBW ideation exercise with senior faculty, approaching the challenge from either a “better marketing” or a “better world” perspective to ultimately derive BMBW solutions. This included all of the above faculty and Linda Price (University of Wyoming), Pierre Chandon (INSEAD), Kristopher Keller (University of North Carolina), Nurit Nobel (Stockholm School of Economics), Denish Shah (Georgia State University), Harald van Heerde (University of New South Wales), Ann Schlosser (University of Washington), and Martin Mendes (Arizona State University).
The event closed with an inspiring talk by Professor Linda Price on “Caring for Our Broken World.”