Mirja Bues (IFM) and Dr. Ann-Kristin Knapp (LMM) presented current research projects at the Annual Conference of the Academy of Marketing Science. The topics of their talks covered participative pricing, the sales effect of brand names, and the development of a holistic survival strategy for brick-and-mortar retail firms in a digital age. The theme of the Annual Conference of the Academy of Marketing Science focused on creating marketing magic, especially in terms of future trends. The location of the conference was the Walt Disney World Resort in Orlando, Florida.