From May 14–16, Sebastian Hohenberg and Maximilian Prell participated in the 2026 AMA Marketing Strategy Consortium in Atlanta.  

The conference brought together researchers from different universities and career stages to discuss current developments and future directions in marketing strategy research. Across the various sessions and informal discussions, a wide range of topics was explored, including AI and machine learning in marketing, digital consumer behavior, and emerging research methods.🔍 

A particular highlight were the doctoral student roundtables, where Max had the opportunity to present and discuss his current research on how technology transforms markets. In addition, Sebastian, Anindita Chakravarty, and Mahima Hada co-facilitated a session on “Collaborating Across the World for Better Marketing Strategy Research“, which offered PhD students a dedicated space to exchange ideas and advance their research projects.💡

Many thanks to Georgia State University - J. Mack Robinson College of Business and the American Marketing Association for organizing the consortium and having us.