EMAC Regional Conference 2021

EMAC Regional Conference 2021
Warsaw, Poland
22-24 September
Extending boundaries: The impact of digital world on marketing
“The Only Thing That Is Constant Is Change” Heraclitus of Ephesus
Digital revolution has radically transformed marketing environments, inducing profound changes in organizations, their marketing activities and research. Nowadays, we assume digital marketing to be something natural. Can digitalization, however, progress even further? What further changes should we expect? Or maybe, on contrary, we need a digital detox? What are the challenges to marketing in the era of automation and big data?
The Conference focuses on the impact of technology on marketing. It aims to diagnose what changes digitalization brings to marketing theory and practice, and what are the directions of the development of digital environments and marketing.
The substantive part of the conference will be started by Prof. Dr Andreas Kaplan, Rector and Dean ESCP Paris&Berlin, who, as a keynote speaker, will give a lecture on following topic:
Post-Pandemic Phenomena: About Responsible Research and a New Research/Teaching Paradigm
Covid-19 strongly accentuated and accelerated the world’s digital transformation. AI, Big Data, & Co. increasingly are part of our professional and personal environments leading to profound changes for the economy and society alike. What will be the impact on the ever-rising calling for responsible research? Why are ethical leadership, management, and marketing even more decisive in the future? Might there be a new research-teaching paradigm on the horizon in academia and higher education? These questions will be answered by Andreas Kaplan’s keynote providing additional insights and further food for thought.
A special session on Logistics and Supply Chain Management will also be held during the conference.
We are also pleased to invite you to the second Early-Stage Researcher Symposium (ERS), a half-day pre-conference event, organized together with the EMAC 2021 Regional Conference on 22 September 2021, hosted by Kozminski University in Warsaw, Poland.
At the moment the conference is planned to be organised in the hybrid formula.
You can chose your participation mode:
- online – via the Conference platform, or
- offline (onsite) – on the Campus of Kozminski University. If epidemic conditions do not allow offline participation, the conference will be held online only
Important information for authors: To be included into Conference's Programme the authors should register before August 16th.
The notifications have been sent out on July 14/07/2021 to all authors (including co-authors). Please check your SPAMS. If you have not received it, please contact Anne-Laure Marteaux, EMAC Executive Secretary (emac@eiasm.be)
Detailed program online: Program
The authors who participated in EMAC Annual Conference in Madrid are kindly asked before registration to contact Anne- Laure Marteaux at anne-laure.marteaux@eiasm.be
Appropriate information will be available on the Conference's website .
The patronage over the conference was taken by the Polish Scientific Marketing Society (Polskie Naukowe Towarzystwo Marketingu).
Project has been supported by the Polish National Agency for Academic Exchange under the programme „Welcome to Poland”.
The 13th EMAC Regional 2022 conference will be held September 21-23 in Kaunas, Lithuania.
Website: https://emacregional2022.ktu.edu/

About EMAC
The European Marketing Academy (EMAC) is a professional society for people involved or interested in marketing theory and research established in 1975. The purpose of the European Marketing Academy is to provide a society for persons professionally concerned with or interested in marketing theory and research. Its aims are to serve as the core of a communication network for disseminating information and promoting international exchange in the field of marketing.
At present, the Academy has over 1000 members from more than 57 different countries in all five continents.

Speakers and Organizers

Rector & Dean ESCP Paris & Berlin
Keynote Speaker
Professor Kaplan’s research focuses on analyzing and decrypting the digital world, in particular the areas of social media and artificial intelligence. With several seminal articles and + 30,000 citations on Google Scholar, Professor Kaplan has been counted among the worldwide top 50 business and management authors according to John Wiley & Sons. Furthermore, broadly covered Stanford study recognized Kaplan as one of the world’s top-cited and impactful scientists. Professor Kaplan has teaching experience in top-tier schools and universities such as Harvard, Sciences Po Paris, and Tsinghua University.
With over ten years of leadership experience in higher education, Professor Kaplan serves as Dean and Rector of ESCP Business School Paris and Berlin. Previously, he held positions as Dean for Academic Affairs, Director of Brand and Communications, and elected Head of the Faculty's marketing department. Kaplan is particularly interested in the future of education impacted by digital transformation, increased competition, and reduced public funding, and has published extensively in this area in academic and practitioner journals.
Kozminski University, founded in 1993, is a private institution of higher education with full academic rights. The University has obtained Polish and international accreditations, as well as excellent results in global and national educational rankings, which shows the high quality of its programs and services. Due to these qualities, KU diplomas themselves have become coveted. The University’s offer includes various Bachelor's, Master’s, MBA’s as well as Ph.D. programs. All of these are also offered in English.
Since 2009, Kozminski University is listed in the prestigious educational rankings provided by the ‘Financial Times’ – Business School Rankings, which include the best universities from around the world. Moreover, for the past 19 consecutive years, it holds the title of the best private university of the country in educational rankings published by ‘Perspektywy’, ‘Rzeczpospolita’ and ‘WPROST’.
Kozminski University also received a special distinction from the National Accreditation Committee for its management, finance and accounting, administration and law programs. Kozminski University is among 90 universities in the world, which were awarded three international accreditations: EQUIS, AMBA and AACSB. The AACSB accreditation is awarded to such prestigious universities such as Yale and Harvard.
The conference will be organized by the Department of Marketing, which employs 12 people, including 3 professors, 6 adjunct professors and 3 research assistants. Since 2004, the Department has organized three national and one international conference. More than 100 guests participated in each of them. The Department of Marketing specializes in publications in the field of marketing strategies, consumer behavior, and broadly understood digitization processes. The Department's employees take part in national and international research projects, publish articles and monographs, and are responsible for professional programs in marketing, for example digital marketing and marketing automation.
Conference Sponsors
Program
EMAC Regional 2021 will be conducted in hybrid formula.
Important information for authors: To be included into Conference's Programme the authors should register before August 16th.
The notifications have been sent out on July 14/07/2021 to all authors (including co-authors). Please check your SPAMS. If you have not received it, please contact Anne-Laure Marteaux, EMAC Executive Secretary (emac@eiasm.be)
Fees
Online formula:
Regular Registration Fee (16.08.2021-20.09.2021): ̶2̶7̶0̶ 250 EUROS (including EMAC membership fee - 125 euro)
Offline (onsite) formula:
Regular Registration Fee (16.08.2021-10.09.2021): 395 EUROS (including EMAC membership fee - 125 euro) Full payment must be received in full prior to the Conference. If you register at the early registration rate, payment must be received in full by the Early Registration deadline. If payment is not received at this time, your registration rate will automatically be changed to standard registration and the higher fee will be due. On receipt of your registration form, a confirmation email and receipt will be sent to you by the conference organisers.
If you have not received this within 5 working days of registering, please contact the conference secretariat by emailing emac@eiasm.be
Program
At the moment the conference is planned to be organised in the hybrid (online and offline) formula. In the case of change of the epidemic situation, it will be changed into an online formula. The willing participants will be welcomed to attend in person, following the sanitary regime. Appropriate information will be available on the Conference's website .
The organizers reserve the right to change the program.
Link to full program online here
22.09
- Pre-conference 2nd Early-Stage Researcher Symposium (ERS)
ERS is an initiative of EMAC for early-stage researchers, including young lecturers, postdocs, PhD students as well as senior researchers who want to learn more about how to conduct research and publish. The symposium provides an opportunity to learn from experienced researchers and supports the development of professional skills for building an academic career. The ERS is an opportunity to meet like-minded people, present your research interests, exchange ideas and potentially start project collaborations and networking.
13:30 - 14:45 Welcome, ERS Session 1: Michael Haenlein, ESCP Business School on "Responsible Research in Marketing: What it is and Why it is important?"
15:00 - 16:00 ERS Session 2: Matilda Dorotić, BI Norwegian Business School on "Smart technology's impact on marketing themes and research (how AI made a seismic shift in marketing)”
16:15 - 17:15 ERS Session 3: Jie Zhang, University of Maryland, on "Developing High Impact Empirical Research".
17:30 - 18:30 ERS Networking Session: Research Collaborations led by Vesna Zabkar, University of Ljubljana and Michael Haenlein, ESCP Business School.
23.09
8:30-9:15 Registration with coffee
9:00-9:15 Opening ceremony
9:15-10:00 Keynote Speaker: Prof. Dr Andreas Kaplan; Post-Pandemic Phenomena: About Responsible Research and a New Research/Teaching Paradigm
10:15-11:45
Session 1: Consumers and technology in COVID19/crisis
Session 2: Marketing Research and Methodology
11:45:12:30 Lunch
12:30-14:30
Session 3: Online Consumer Behavior
Session 4: Human- Technology Interaction 1 -Smart Technologies
14:30-14:45 Coffee break
14:45-15:00 Trivia Quiz
15:00-17:00
Session 5: Developments in Consumer Behaviour
Session 6: Social Networks & Media
17:-17:15 Trivia Quiz
19.30-23.00
Gala dinner at Zielony Niedżwiedź Restaurant
24.09
8:30-9:30 Registration with coffee
9:30 -9:55 Meet the editor: Chris Kowalkowski; associate editor of JOSM and JSM
10:00-11:45
Session 7: Socially Responsible Marketing
Session 8: Marketing and Sales Management
11:45-12:15 Lunch
12:15-12:45 Meet the Editor: Adam Balcerzak, Editor in Chief Oeconomia Copernicana
12:50-14:30
Session 9: Human -Technology Interaction 2 - VR&AR
Session 10: BRAND MANAGEMENT
14:30-15:00 coffee break
15:00-15:15 Meet the Editor: Paweł Korzyński, editor in chief Central European Management Journal
15:30-17:00
Session 11: Food Marketing
Session 12: Innovation & Entrepreneurship
17:10-17:30 Closing of the conference, presentation of the Organizers next EMAC Regional Conference 2022
Special Sessions: Logistics and Supply Chain Management 24.09 9:00-17:15
9:30-11:45 Railroad transport - challenges of the XXI century
12:30-14:30 Discussion Panel: 2021 - the European Year of Rail
15:00-17:15 Supply chain and transport management issues - trends and challenges

Key Dates & Fees
Conference dates:
22.09.2022 Early Researcher Symposium
23-24.09.2021 Conference
Activity Deadlines
- Register as reviewer: 26.03.2021
- Paper submission deadline: accepting submissions is now closed
- Submit reviews: 30.06.2021
- Notification to the authors: The notifications have been sent out on July 14/07/2021 to all authors (including co-authors). Please check your SPAMS. If you have not received it, please contact Anne-Laure Marteaux, EMAC Executive Secretary (emac@eiasm.be); Important information for authors: To be included into Conference's Programme the authors should register before August 16th.
- Early Bird registration: is closed now
- Regular registration deadline: is closed now
Important information for authors: To be included into Conference's Programme the authors should register before August 16th.
The authors who participated in EMAC Annual Conference in Madrid are kindly asked before registration to contact Anne- Laure Marteaux at anne-laure.marteaux@eiasm.be
Fees
Online formula:
- Early Bird Registration Fee (until 16.08.2021): new price! ̶2̶5̶0̶ 195 EUROS (including EMAC 2022 membership fee - 125 euro)
- Regular Registration Fee (16.08.2021-20.09.2021): 2̶7̶0̶ 250 EUROS (including EMAC 2022 membership fee - 125 euro)
Offline formula:
- Early Bird Registration Fee (until 16.08.2021): 375 EUROS (including EMAC 2022 membership fee)
- Regular Registration Fee (16.08.2021-10.09.2021): 395 EUROS (including EMAC 2022 membership fee)

Presentation guidelines
- Presentations must be supplied in PowerPoint (PC/Mac) format.
- Conference venue
The conference takes place in a hybrid version – simultaneously onsite at Kozminski University campus at 57 Jagiellonska St. in Warsaw, and online on the Zoom platform. Please check current COVID recommendations before travelling to Poland: https://www.gov.pl/web/coronavirus/travel
- Presentation Timing Presenters are kindly asked to enter the zoom room in which they are presenting minimum ten minutes prior the start of the session, to allow them to test the system, and to meet the chair of the session. The chair will remind the presenters of their timings before the start of the session.
- Keeping to Time Presentations should be maximum 18 minutes long. We strongly advise you to stick to the structure of your paper by including the introduction, methodology, results, conclusions and references. After the presentation, there will be 5-7 minutes for discussion.
- What do I need to participate?
Onsite - if the presentation takes place on Kozminski University Campus - the organizer provides a computer for a presentation in powerpoint or pdf, connected to the Internet and Zoom, so you can just bring the presentation on a portable storage device (like a USB stick or a pen - drive); we also recommend saving your presentation on a cloud drive.
Online - You will need a computer with audio output and input. We recommend using your personal computer and a headset with a built-in microphone, and the Zoom client installed (here’s the link to download). If using a laptop, it is likely that it comes with a built-in microphone. We recommend double-checking before the conference for audio features and software. For presenting, you will need to share your screen in order to share your slides. If only attending, you can log in to the conference with your mobile phone using the Zoom app (available for Android and Apple's iPhone and iPad) and enjoy the conference.
Please make sure you sort out all the necessary technical issues before presenting. That includes asking your fellow colleagues, family members and even pets to remain silent and to not disturb you for just 18 minutes. Plan for this in advance and warn them all well ahead in order to preserve the harmony in your workplace and/or home. In addition, when viewing the presentations of your session, remember to keep your computer’s microphone muted to prevent background noise from interfering with the presentations.
- When will I receive the link to connect? All registered participants will receive their credentials for accessing the conference via email 1 week before the conference. We will also provide information on the conference website once the email will have been sent out (check also your SPAMS).
- I co-authored the article with other colleagues. Can we all present? Yes. As long as your colleagues are all properly registered for the EMAC 2021 Regional Conference and the presenting time is respected (18 minutes maximum). We recommend having no more than two presenters per article.
- I have a poster to present, by when and how do I submit it?
This year, as the Conference is in hybrid form, the poster session will be held only in a virtual form. There will be not a print version of your poster. Instead, you will be required to prepare a mp4 file with your presentation up to 15 minutes long.
We suggest two possible options for preparing the presentation as an mp4 file:
Option 1: Voiceover, with
- Powerpoint recording/Keynote recording
- Zoom/teams recording (camera turned off)
Option 2: Presenter and poster, with
- Powerpoint recording/Keynote recording with webcam
- Zoom/teams recording with webcam
The author who presents the poster decides whether she/he wants to be visible during the presentation or not.
To deliver the poster- please use wetransfer to send your file to the email: emacregional2021@kozminski.edu.pl
To use wetransfer - please read simple instruction.
If you need tips on how to record your presentation, please refer to the instruction.
Please prepare your poster no later than September 17 by 3:00 p.m. (CET time)
Authors of the best papers will be invited to publish an article in the Central European Management Journal. "Central European Management Journal" (CEMJ, to No. 2/2019 published as "Journal of Management and Business Administration. Central Europe") is a scientific quarterly pertaining to management in public and private sector institutions which publishes research results and theoretical analyses and reviews. CEMJ appears on the list of Polish and foreign scientific journals led by the Minister of Science and Higher Education for the parametric evaluation of the scientific units with the allocated number of points 40. CEMJ is indexed in Scopus and Web of Science (Emerging Sources Citation Index).
Contact


Patronage
Media patronage
Getting to Warsaw
Poland is a Central European country with an area of 312,700 sq. meters, and a population of 38.5 million. Over 70% of the country’s inhabitants live in towns and cities. Warsaw by far is the largest Polish city (1,800,000); then comes Łódź (850,000) and Kraków (750,000). Other big cities are Wrocław, Poznań, Lublin, Szczecin, the ‘Tri-City’ area (Gdańsk–Sopot–Gdynia) and Katowice. According to some estimates, 5 to 10 million Poles live abroad. This is basically the result of huge migrations at the beginning of the 20th century and after WWII.
Warsaw, the capital of Poland, owes its contemporary look to two factors: careful restoration after WW II and chaotic expansion within the last 15 years. By the end of World War II, roughly 85% of the city lay in ruins (Warsaw is widely regarded as the city most damaged during WW II) however, parts of it were painstakingly recreated in the years after the war. Indeed, the successful rebuilding efforts of the Old Town were rewarded by being placed on the UNESCO World Heritage list. More recently, modern glass office buildings have emerged and expensive boutiques, restaurants, and hotels have spread along downtown streets.
Warsaw is Poland’s political, economic, cultural and educational heart. Its convenient location makes the city an easy destination to be reached by plane, train or car. There are an impressive number of cultural attractions and sites worth seeing and quite a few museums, palaces and monuments.
Official Tourist Website of Warsaw
Getting to Warsaw
Warsaw can be reached by any means of transportation: plane, train, bus or private car. The Chopin Airport is located only 10 km from the centre of the capital and Warsaw Modlin Airport is located around 35 km north-west from the city centre. Warsaw has three large railway stations serving international and domestic long-distance connections: Warszawa Zachodnia, Warszawa Centralna and Warszawa Wschodnia. Long-distance and international buses arrive at the bus station Dworzec PKS Warszawa Zachodnia, Dworzec Autobusowy Metro Młociny and Dworzec Autobusowy Metro Wilanowska.
BY PLANE
Chopin Airport
Most of aircraft heading to Warsaw land at the Chopin Airport (www.lotnisko-chopina.pl) about 10 km from the city centre. Important telephone numbers:
- Information on arrivals and departures +48 22 650 42 20
- Information of LOT Polish Airlines (national and international flights)+48 22 577 99 52, +48 801 703 703, from mobile phones dial +48 22 195 72, www.lot.com
- Information about Customs at the airport +48 22 650 28 73
The airport handles more than a dozen airlines.
To reach the city centre you can use public transportation - buses and train more information.
Transport tickets are needed to use all lines.
In front of the Terminal is a taxi stop, with selected and reliable taxi companies: Ele Taxi, Sawa Taxi, Super Taxi etc. Avoid people in the arrivals hall who encourage you to use some random form of ‚taxi’ transportation. They often do not have a license to carry people in their cars, and their fees are several times higher than a registered and legal corporate taxi.
In Warsaw you can use the services of Uber and Bolt - If you want to order an Uber service from the airport - we recommend ordering at Departures, as only licensed cabs are allowed at Arrivals.
There is a multilevel car park at the airport where you can leave your car for several hours or several days.
Warsaw Modlin Airport Since September 2013 the Warsaw Modlin Airportmodlinairport.pl (located around 35 km north-west from the city centre) has resumed accepting larger passenger aircrafts after six-month long break in its operation. Most of the flights handled by Warsaw Modlin Airport are operated by charter airline companies and Ryanair airlines.
Important telephone numbers:
- The airport information: +48 801 80 18 80, +48 22 315 18 80 (for mobile phones)
- Information for Ryanair passengers: +48 703 303 033; www.ryanair.com
Access to the city from the airport:
- By train: Departures of Koleje Mazowieckie trains take place from Modlin railway station. In order to get there you can use a special airport bus which leaves from the airport terminal at times coordinated with KM trains timetable. Special airport ticket at the price of 17 zlotys can be purchased in the airport hall. Estimated time of the journey: 1 hour 15 minutes
- By bus: Departures of Modlinbus take place 24 hours a day at times coordinated with the schedule of flights. The bus stops in Warsaw at Młociny metro station and in the car park in front of the Palace of Culture and Science (Marszałkowska street),at Dworzec Zachodni, Chopin Airport and Dworzec Wschodni. Estimated time of the journey: 45 minutes. More information at www.modlinbus.pl
- By taxi: The airport recommends the services provided by the two taxi companies Sawa taxi and Taxi Modlin. The costs of the transfer to the centre of Warsaw range from 150 to 200 zlotys (depending on a district.)
CAUTION ! We strongly advise against using the services offered by the persons whom you can accidentally meet in the hall of arrivals and highly recommend sticking to licensed carriers.
By car: There are two routes leading from the airport to Warsaw. One can take either S7 (Warszawa – Gdańsk) or alternatively follow Modlińska Street and continue through Jabłonna and Nowy Dwór Mazowiecki. Estimated time of the journey: 40 minutes
There are two car parks in the area of the airport, where one can leave a car. There are also privately-owned car parks in the surroundings, which provide free transport to the terminal.
BY TRAIN
Warsaw has three large railway stations serving international and domestic long-distance connections:
- Warszawa Centralna , Aleje Jerozolimskie 54 It is located in the heart of the city, and has very good connections with all districts of Warsaw.
- Warszawa Zachodnia , Aleje Jerozolimskie 144
Thanks its location right next to the international bus station, it’s a good connection and changing location for people using long-distance (both national and international) buses.
- Warszawa Wschodnia , ulica Lubelska 1 It is located on the Praga side of the river.
Suburban rail traffic is supported by:
- Koleje Mazowieckie (KM) www.mazowieckie.com.pl
- Warszawska Kolej Dojazdowa (WKD) www.wkd.com.pl
- Szybka Kolej Miejska (SKM) www.skm.warszawa.pl
- PKP Przewozy Regionalne www.przewozyregionalne.pl
Those trains stop at most of railway stations, eg.: Warszawa Śródmieście, Warszawa Śródmieście WKD, Warszawa Wschodnia, Warszawa Stadion, Warszawa Zachodnia, Warszawa Powiśle, Warszawa Gdańska, Warszawa Ochota and Warszawa Wileńska.
Railway tickets can be purchased at the cash-only windows (kasa) in the stations, on the Internet or at selected travel agencies. You can also purchase your ticket on the train from the conductor, whom you must seek out immediately upon boarding the train, to buy the ticket. Tickets sold on the train are subject to an additional fee.
Timetable of trains is available at: www.pkp.pl www.intercity.pl
Railway Information: tel. +48 197 57 (from mobile phones, dial +48 22 197 57) tel. +48 22 391 97 57 (from abroad)
BY BUS
The bus station Dworzec PKS Warszawa Zachodnia at Aleje Jerozolimskie 144 serves the international and national connections.
BY CAR
The main way to access to Warsaw by road is to take one of four major European routes:
- from the north: Route E77 (from Gdańsk)
- from the east: Route E67 (from Białystok), route E30 (from Terespol)
- from the south: Route E67 (from Wrocław), route E77 (from Kraków)
- from the west: Route E30 (from Poznań)
Along the roads are signs giving the number of kilometers to the centre of Warsaw.
Getting to Kozminski University Campus
Kozminski University is located in Warsaw at Jagiellońska 57/59 in the Praga Północ district. You can reach the city centre from our university in about 15 minutes. Trams 20 and 18 and bus 509 (on request) stop right next to our premises (stop at Kozminski University is called: Pimot). KU owns also the areas behind the university buildings, where you’ll find a sports field, resting areas, and a car park. Right next to the main building there is a Veturilo city bike station.
Kozminski University on the Google Maps.
Hotels
Organisers propose to take into consideration two hotels. From these two hotels we will offer transportation for the conference participants onsite - to the University Campus on Jagiellonska street and back (in the morning and after the conference on 23.09 and 24.09 and for the gala dinner)
IBIS Stare Miasto (***) Muranowska 2
https://all.accor.com/hotel/3714/index.pl.shtml
direct tram connection to Kozminski University (No 18, direction Żerań FSO)
We encourage you to check the description of the hotel standard and offers for booking.com
Radisson Collection (****) at Grzybowski Square
https://www.radissonhotels.com/pl-pl/hotele/radisson-collection-warsaw-centrum
for special rate you can use password: ALK (Kozminski University) - please contact the hotel directly
We encourage you to check the description of the hotel standard and offers for booking.com