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UNIVERSITY OF COLOGNE

Faculty of Management, Economics and Social Sciences2024 Marketing Strategy Meets Wall Street Conference

Wednesday, May 22

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Thursday, May 23

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Time	Research Track 1	Research Track 2	Practitioner Track
07.30 – 08.30	Registration
08.30 – 10.00	1.1 Artificial Intelligence How did ChatGPT-4 Subscriptions Change Early Adopters' Other Digital Expenditures? (Seung Hyun Kim, Daniel Minh McCarthy, and Kenneth C. Wilbur) To ‘Make’ or ‘Source’ new product innovation assets integrated with emerging general-purpose-technology? Evidence from preannouncements of new products integrated with Artificial Intelligence (Manjunath Padigar, Ljubomir Pupovac, Abhishek Borah, and Ashish Sinha) Strategic innovation resources in the age of AI: How markets value invention, efficiency, commercialization, and implementation capabilities following AI adoption (Kerry Hudson)	2.1 (e)WOM The Stock Market Impact of Deceptive Reviews (Philip Pollmann-Fervers, Marc Fischer, Alexander Edeling and Thomas P. Scholdra) The Dynamics of ESG-Related Corporate Misconduct and Online Employer Review Ratings (Andreas Hamann, Lars Gemmer, and Andreas Bayerl) Build vs Market: Long-Term Effect of R&D vs Advertising on Market Cap in Contemporary Markets (Francesca Bonetti, Sajeev Nair, Mike Nguyen, and Gerard Tellis)	Selecting the Ideal Marketing KPI (by Schmalenbach Working Group on Marketing Performance Analytics) Marketing to the CFO: Linking Marketing to the Drivers of Financial Value (Jonathan Knowles, Type2Consulting) Top-down Principles of Marketing KPI Selection (Marc Fischer, University of Cologne) Case Study on KPI Implementation in Sports Business (Alexander Mühl, Borussia Dortmund Football Club) Case Study on KPI Implementation in Utility Business (Kristina Rodig, E.ON)
10.00 – 10.30	Coffee Break
10.30 – 12.00	1.2 Climate Marketing & ESG Climate Marketing Strategies and Firm Value (Sakshi Sanjay Babar and Sundar Bharadwaj) How ESG Reduces Risk: The Role of Consumers and Institutional Investors (Ashwin Malshe, Yi Yin, Anatoli Colicev, Yakov Bart, and Koen Pauwels) The Critical Role of Marketing Power in the Relationship between ESG Scores & Firm Value (Adnan Yusuf and Bernd Skiera)	2.2 Marketing Leadership Chief Marketing Officer Departures: Do Gender and Race Matter? (Qiong Tang, Sascha Raithel, and Xueming Luo) When Marketer Gets the Top Job: How Marketing CEOs Influence Firm’s Product Market Strategy (Shekhar Misra, Ben Lee, and Christophe Haon) Power Your CMO to Generate Firm Value: A Perspective from AI Analytics (Lily (Xuehui) Gao, Qiong Tang, and Sascha Raithel)	Advancements in Marketing Mix Modeling MMM in A Multi-country Context: Apples-to-apples Comparison of Media & Partnerships (ALLIANZ) Data-Driven Strategies: Leveraging A/B Testing and Media Mix Modeling to Measure Campaign Success (LIDL) From (Paid) Media to Marketing Mix Modeling (DEUTSCHE BAHN) Advancements in Marketing Mix Modeling (Sascha Stürze, CPO Analyx, Berlin)
12.00 – 13.30	Lunch & Networking
13.30 – 13.45	Welcome Address (Prof. M. Fischer, Prof. A. Edeling)
13.45 – 14.45	Panel Discussion with Leading Scientists and Top Executives (Susanne Bregy, Dr. A. Nestler, Prof. A. Sorescu, Prof. D. Hanssens)
15.00 – 16.30	1.3 Text Analytics Forward-Looking Disclosure of Customer Metrics in IPO Prospectuses and IPO Performance (Simeng Han, Emanuel Bayer, and Bernd Skiera) Strategic Mindsets, Business Performance and Market Capitalization Across Developed and Emerging Markets (Rajendra Srivastava, Shankar Prakash and Vijay Shankar) Does Breaking News Break Investors' Attention? (Tarun Kushwaha, Andre Martin, and Reo Song)	2.3 Marketing & Firm Value Which Marketing Event Has the Largest Firm Value Impact? A Meta-Analysis (Alexander Edeling, Inês Ferraz Teixeira, Alexander Mafael, and Yves Van Vaerenbergh) The Impact of Brand-Related Information Disclosure on Financial Market Decision-Making (Qiong Tang, Sascha Raithel, Alexander Mafael, and Ashish Galande) Measuring Scalability and Deriving their Antecedents and Financial Consequences (Johannes Roscher and Bernd Skiera)	Leveraging the Value of Marketing Blended Workforce with AI Support for Brand Managers (Carsten Hahn, SAP) How to Predict E-com KPIs from Public Data: Shopify’s GMV (Maximilian Kaiser, Grips) The Impact of Advertising On a Company’s Stock Price (Shuba Srinivasan and Dominique Hanssens, UCLA) Pricing in Earnings Calls (Kai Bandilla, Laurent Veyssier, Simon-Kucher, Office Paris)
16.30 – 17.00	Coffee Break
17.00 – 18.30	1.4 Sociopolitical Activism & News The Dual Impact of Corporate Activism on Brand Choice and Public Interest in Sociopolitical Issues (Ludovica Scalco, Koen Pauwels, and Anders Gustafsson) Investors’ Reaction to Corporate Sociopolitical Responses Amidst Salient Sociopolitical Unrest: Timing Matters (Nooshin Warren, Yashoda Bhagwat, and Pankhuri Malhotra) Negative News Spillover Effects and Rival's Strategic Reactions (Xiaobo Lin, Guiyang Xiong, and Shuai Yang)	2.4 Product Recalls An opportunity in product recalls: The impact of recall compliance on financial and non-financial firm performance (Jan von Schlieben-Troschke and Sascha Raithel) The Impact of a Supplier’s Product Recalls on its Credit Sales (Hoorsana Damavandi, Vivek Astvansh, and Yang Pan) Shareholder Litigation Risk and Product Recalls (Arvid Hoffmann, Chee Cheong, Hoàng-Long Phan, and Ralf Zurbruegg)
19.30 – 24.00	Gala & Community Event at Wolkenburg

Friday, May 24

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Time	Research Track 3	Research Track 4
08.30 – 10.00	3.1 Earnings Calls Disclosure of Pricing Information in Earnings Calls: A Text Mining Approach (Alexander Edeling, Alexander Himme, Paul Hilfrich, and Shuba Srinivasan) Talking About Marketing in Conference Calls? (Robin-Christopher Ruhnau, Sebastian Hohenberg, Christian Homburg, and Marcus Theel) What is the Value of Marketing Knowledge in Organizations? (Christine Moorman, Simone Wies, and Paul Hilfrich)	4.1 Marketing Strategies Enabling Cross-Industry Profit Analysis by Advancing Cohort Tables (Thilo Kraft and Bernd Skiera) Shareholder Returns to International Market Entry by U.S. Retailers (Anna Sadovnikova, Saurabh Mishra, and Manish Kacker) Common Ownership and Marketing Mix Strategies: Empirical Evidence from the US Airline Industry (Sina Aghaie, Saeed Janani, Darima Fotheringham, and Mark Houston)
10.00 – 10.30	Coffee Break
10.30 – 12.00	3.2 Economic Climate & Regulation Should Manufacturers Curtail Unauthorized Distribution? The Financial Consequences of Combating Gray Markets (Mohammad B. Kayed and Manish Kacker) Moderating Effect of the Source of Competitive Advantage on the Impact of Recession and Post-Recession on Firm Value (Marcelino Chavez and Leigh McAlister) Evaluating The Impact of Consumer Privacy Policies on DTC Firms: Evidence from the Apple ATT Introduction (Brett Hollenbeck, Maximilian Kaiser, and Daniel McCarthy)	4.2 Investor Behavior Prospect theory and loss aversion: Using behavioral economics to explain the market’s reaction to competition for sport sponsorship (Jonathan A. Jensen, Christie Chen, Brian Walkup, and Joe Cobbs) Greenwashing in mutual funds (Markku Kaustia and Wenjia Yu) Weathering the Markets: The Impact of Weather & Device Type on Retail Investor Trading Behavior (Pauline Engel, Martin Spann, and Peter Pal Zubcsek)
12.00 – 13.30	Lunch & Networking
13.30 – 15.00	3.3 CSR, Green, & Health Marketing Climate Product Announcements and Stock Returns (Sakshi Sanjay Babar and Sundar Bharadwaj) Corporate Social Responsibility and Marketing Performance – A Firm-Level Meta-Analysis (Stefan Worm, Ashkan Faramarzi, Mariia Koval, and Shekhar Misra) Doing Good by Doing Healthy: Investor Responses to Product Changes (Sertan Eravci, Manfred Krafft, Kissan Joseph, and Murali K. Mantrala)	4.3 Marketing Capabilities Market Your Share! Marketing Capabilities, Investor Relations and Firm Performance (Andre Tomano, Thomas Post, Niels Holtrop, and Joost Pennings) The Context Dependency of Marketing (Jonathan Knowles) Beyond the Myth and into the Market: Unicorns Post-IPO (Thomas Plociennik, Robin Ackermann, and Harley Krohmer)
15.00 – 15.30	Coffee Break
15.30 – 17.00	3.4 Assessing Marketing Performance Managing Return on Advertising Spend (Christian Schulze, Florian Ellsäßer, and Maximilian Kaiser) Stronger Together – The Complementary Effects of Real-Time and Survey-Based Brand Measures on Shareholder Value (Zeynep Karagür) Configurations of Corporate Reputation and their Impact on Wall Street: Anna Karenina vs. The Great Gatsby (Jonathan Matzinger, Harley Krohmer, Andreas Hediger, and Clemens Ammann)	4.4 Product Innovation Seven Key Questions Wall Street should be asking about your innovation pipeline……(but isn’t yet!) (Peter N. Golder and Hans-Willi Schroiff) Recalls of Innovative Products and Firm Market Value and Firm Stock Risk (Ismail Erzurumlu and Nukhet Harmancioglu) Crypto Currency Confidence (Martin Fritze, Dave Reibstein, John Zhang, and Cait Lamberton)
17.00 – 17.30	Conference Closing