The 7th EMAC Climber Community (EMAC CC) meeting will take place during the 46th EMAC Conference in Groningen (Netherlands).

The EMAC CC aims to establish a community of early career scholars in Marketing throughout Europe and other continents. Several research organizations and conferences in Europe offer a special program for PhD students and/or networking possibilities for full professors. However, the generation between beginners and successful leaders sometimes seems to be forgotten, although they represent the potential marketing professors of the future. In other words, they are the "climbers" of the European Marketing Academy.

Marketing scholars at an early stage of their career (e.g., assistant professor, Post-Doc, research fellow, etc.) are invited to participate in the EMAC CC meeting on Wednesday afternoon during the conference, as well as in an informal gathering right after our meeting. The latter strives to further increase the personal ties within our community.



Formal meeting

Wednesday, May 24th, 2 pm to 5.30 pm (two subsequent afternoon sessions)

Session 1: 2 pm to 3.30 pm

* Welcoming words by EMAC’s president Professor Gerrit van Bruggen
Keynote speech “How to Have a Decent Career in Marketing Academia: (Semi-) True Confessions of a Senior Colleague” followed by an open discussion by Professor Josko Brakus(

Professor Brakus is a Professor in Marketing at Leeds University Business School. He was educated at University of Zagreb, MIT, and Columbia University. Before he earned his Ph. D. in marketing, he had been an engineer. His teaching interests focus on marketing management, marketing research and brand management. Josko conducts experimental research in consumer behaviour. He studies experiential marketing and branding practices as well as managerial and consumer judgment and decision processes, with specific emphasis in the areas of selective information processing and biased processing. He also investigates how individual differences (e.g., self-regulation, lay theories, subjective age) affect adoption of new products and responses to marketing stimuli in general. His work has been published in leading academic marketing journals such as the Journal of Marketing Research and the Journal of Marketing.

In his presentation "How to Have a Decent Career in Marketing Academia: (Semi-)True Confessions of a Senior Colleague" Professor Brakus (that is J. J. to you) will give insights into his own career path, successes as well as failures, and suggestions on how to have a satisfying and fulfilling career in marketing academia. He will also provide some insights into how to publish in leading marketing journals and on the resources needed to do so. After the keynote speech, J. J. will be available for an extended open discussion and questions from the EMAC CC participants.

Coffee break exclusively for EMAC CC participants: 3.30 pm to 4 pm

Session 2: 4 pm to 5.30 pm

* Networking: The second part of the EMAC CC meeting is again fully dedicated to the development of an international research network among participating early career scholars in Marketing. The purpose of this second session is thus to get to know other EMAC CC members more closely; exchange experiences regarding research, research funding, or (inter)national job search processes; find out about potential joint research interests; and ideally establish the foundation for joint future collaborations and/or exchanges across countries.

* Feedback and future developments of the EMAC CC

Informal gathering: Wine Session (not included in the EMAC Conference fee)

Wednesday, May 24th, 6.00 to 8.00 pm

Barrel Wijn
Haddingestraat 27, Groningen

This interesting wine bar is located in downtown Groningen (Haddingestraat 27) and will be open on that evening exclusively for EMAC CC participants.


The EMAC CC is open to all Post-Docs (and PhD students in their final phase who want to stay in academia), who are members of the EMAC.

Due to organizational issues and to facilitate networking possibilities during the EMAC CC meeting,registration for the upcoming meeting is required!

You want to participate in the 7th EMAC CC meeting?

Please email the completed registration form and a 1-page presentation of yourself (bio, main 3 publications (if applicable), main research interest, and if available LinkedIn link) to Vatroslav Škare (vskare@net.efzg.hrno later than: 12th of May, 2017.

In the meantime, please consider joining one of the EMAC CC groups on

Facebook (

LinkedIn (

In case you would like to know more about this initiative, please feel free to contact Vatroslav.

We are looking forward to meeting you at EMAC and further developing the EMAC Climber Community with you!

Best Regards,

Vatroslav Skare
University of Zagreb
Marketing Department

Sylvia von Wallpach
Copenhagen Business School
Department of Marketing

News / What’s coming up?

9th EMAC Regional Conference
Location: Prague, Czech Republic
Dates: September 12-14, 2018

Paper submission Deadline: April 25, 2018 15:00 CET Time

Submission Link

3rd EMAC Junior Faculty and Doctoral Research Camp

September 3-4, 2018
Vienna, Austria
Paper Submission Deadline: 30 April 2018
Call for submissions

These are the three (3) finalists for the 2018 IJRM Best Article Award for papers published in IJRM in 2017.  Members of the IJRM Editorial Board select the winning paper in two rounds of voting.  The winner will be announced on May 31, 2018 at the EMAC Conference in Glasgow, UK.

(Arranged chronologically):
Digital marketing: A framework, review and research agenda. P.K. Kannan, Hongshuang “Alice” Li. Volume 34, Issue 1, Pages 22-45
Abstract:  We develop and describe a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in the marketing strategy process where digital technologies are having and will have a significant impact. Using the framework we organize the developments and extant research around the elements and touchpoints comprising the framework and review the research literature in the broadly defined digital marketing space. We outline the evolving issues in and around the touchpoints and associated questions for future research. Finally, we integrate these identified questions and set a research agenda for future research in digital marketing to examine the issues from the perspective of the firm.
Opinion leadership in small groups. Sarit Moldovan, Eitan Muller, Yossi Richter, Elad Yom-Tov. Volume 34, Issue 2, Pages 536-552
Abstract: The role of opinion leaders in the diffusion of innovation has recently come under scrutiny: On the one hand, their central role in accelerating diffusion has been recognized in industry, academia, and the popular media. On the other hand, it has been argued that opinion leaders do not create contagion processes that differ significantly from those of other types of customers. We offer here a synthesis of these opposing theses: For many applications, opinion leadership should be studied in small groups rather than in an entire network.
Using data from two mobile operators, we show how our method of segmenting the market and defining local opinion leaders applies to churn. We show that opinion leaders are highly effective in small, strong-tie groups, and their effect considerably declines with larger groups and weaker ties. Opinion leaders are at the highest risk for churn compared with other group members, they are more likely to be the first to initiate churn, and when they churn, the probability of additional churners from their social group grows significantly, as compared to when non-leaders churn.
The ugly side of customer management – Consumer reactions to firm-initiated contract terminations. Anke Lepthien, Dominik Papies, Michel Clement, Valentyna Melnyk. Volume 34, issue #4. Pages 829-850.
Abstract: Many firms apply “customer demarketing” strategies and dismiss unprofitable customers. However, empirical research on the consequences of dismissing customers is scarce. We address this research gap and develop and empirically analyze a theoretical framework of consumer reactions to customer demarketing based on the theory of dual entitlement. We conduct seven experiments in which we identify the main effect of observing customer demarketing and analyze several moderating and mediating factors. In addition, we use a field study to illustrate the consequences of experiencing a contract termination in a real-world setting, in which a firm terminated contracts for > 10.000 customers. The results show that consumers disapprove of customer demarketing, regardless of whether they experience it themselves or only observe it, regardless of the responsibility for the cause of the contract termination, and regardless of the social proximity to the dismissed customers. The effect is, however, somewhat weaker if customer demarketing is perceived to be a common occurrence, if alternative offers are made, and if the financial cause is framed as a loss. Furthermore, firms can dampen the negative effect of customer demarketing by offering substantial monetary compensation to dismissed customers. We identify perceived fairness of the firm's behavior as the underlying process that causes the negative effects of customer demarketing, and this also holds when we control for potential alternative mediators (i.e., warmth and competence perceptions).


Job Market



Marketing PhD Jobs:

Job announcements available on the EMAC Jobmarket Website