At the end of a successful year, we would like to highlight one final milestone. This December, three MCM scholars participated in two major conferences that allowed us to share our research and engage in productive academic exchanges.

From December 2nd to 4th, Frederik Ferié, Prof. Dr. Manfred Krafft and Eliza Starke attended the Australian and New Zealand Marketing Academy (ANZMAC) Conference in Hobart, Tasmania. 

The conference focused on the theme "AI for Sustainable Marketing: Bridging Innovation and Responsibility" and brought together over 550 participants. Discussions covered a broad range of topics, including environmental impact analysis, social impact of consumer behavior, and strategies in B2B contexts. Frederik Ferié presented a study on the effects of identity priming on brand attitudes, with a particular focus on the concept of identity duels. Manfred Krafft, in collaboration with Leo Paas from the University of Auckland, presented research on how direct selling influences employees' intention to leave. A particular highlight was reconnecting with MCM alumnus Tim Kalwey, now at the University of Auckland, and attending the University of Auckland Department Marketing (and Friends) Dinner. 

Just a week later, from December 10th to 11th, Eliza Starke attended the Society of Consumer Psychology (SCP) Boutique Conference in Auckland, New Zealand. The event focused on "Marketing for Social Impact" and explored how marketing can drive positive societal change. Eliza presented her cross-cultural study on the role of message framing in encouraging sustainable consumption behavior.

These conferences provided an excellent opportunity to share our findings, connect with international colleagues, and foster ideas for future research.

As we conclude 2024, we extend our sincere gratitude to everyone who supported us throughout the year. We extend our warmest wishes for a joyous holiday season, filled with warmth, happiness, and cherished moments.

Best wishes, Your Chair of Marketing Management