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editorial mission<\/a> of the <em>Journal of Marketing<\/em> is to develop and disseminate \u201cknowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world.\u201d Our empirical research to date has been effective in reflecting typically one or two sets of conventional stakeholder perspectives (e.g., purely consumer- or firm-focused, salesperson\u2013customer dyad-focused).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>We introduce a special issue of the <em>Journal of Marketing<\/em> focused on understanding the challenges and opportunities related to tensions and divergent priorities among multiple stakeholders, including new and relevant stakeholders.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This special issue encourages empirical research and analytical modeling that takes a 360-degree view to include new and relevant stakeholders in the research process, especially work that builds on existing stakeholders while broadening existing lenses via new stakeholder connections. We seek papers that uncover insights into how to deliver economic returns for firms while also delivering broader beneficial contributions on topics such as individual growth and well-being, societal cohesion, firm investment in organizational values, democratic success, and social challenges.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Many business questions involve various stakeholders who may have competing interests. For instance, MacInnis et al. (2020) identify key marketplace stakeholders that influence consumers and customers as including society, media, government and nongovernment organizations, and businesses, among others. As another example, the United Nations recognizes \u201cmajor groups\u201d of stakeholders as including women, children, and youth; indigenous peoples and their communities; nongovernmental organizations; local authorities; farmers; workers and trade unions; business and industry; and the scientific and technological community (United Nations, n.d.). In marketing, an integrated stakeholder perspective might consider not only consumers, frontline service employees, and retailers or other businesses but also communities where a product is produced (yet not consumed), measurable impacts on the environment or society, internal impacts on employees, behaviors of policy makers or governmental agents (e.g., Wang et al. 2021), top management teams, shareholders and investors, or the media (at the local, regional, and\/or [inter-\/supra-] national levels).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-key-criteria-for-publication-in-the-special-issue\">Key Criteria for Publication in the Special Issue<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The special issue is interested in new marketing knowledge that helps address substantial and important societal and business issues, generated through the perspectives of multiple stakeholders (three or more). Multidisciplinary research is welcome though not required. Empirical research and analytical modeling are welcomed and encouraged.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Key criteria that will be used to assess a submission include:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Scope of the research question. We encourage research that seeks to tackle large-scale societal-business challenges rather than narrow or incremental topics.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Novelty of the insights.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>The extent to which the novel insights are derived from at least three key stakeholders. New, relevant stakeholder perspectives are encouraged.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>The magnitude of the behavioral change and\/or its impact stemming from the work, such as the number of people likely to change their behavior based on the research (in the short or long term) or the number of people who may benefit from the findings if implemented. These can include managers, policy makers, nonprofits, consumers, and communities, etc.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>The broad potential impact of the work.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-submission-deadline-may-1-2026\"><strong>Submission deadline: <\/strong>May 1, 2026<\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-special-sessions\"><strong>Special Sessions<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Everyone interested in learning more about this special issue is warmly invited to attend the following special sessions:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>An online zoom session in October 2025 (details to follow).<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>A special session at the <a href=https://www.ama.org/"https:////www.ama.org//events//academic//2026-ama-winter-academic-conference///">2026 AMA Winter Academic Conference<\/a> in Madrid.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>All manuscripts will be reviewed as a cohort for this special issue of the <em>Journal of Marketing<\/em>. All submissions will go through <em>Journal of Marketing<\/em>\u2019s double-anonymized review and follow standard norms and processes. Submissions must be made via the journal\u2019s <a href=https://www.ama.org/"https:////mc.manuscriptcentral.com//ama_jm/" target=\"_blank\" rel=\"noreferrer noopener\">ScholarOne site<\/a>, with author guidelines available <a href=https://www.ama.org/"https:////www.ama.org//submission-guidelines-american-marketing-association-journals///" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>. For any queries, feel free to reach out to the special issue editors.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-references\"><strong>References<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Berry, Leonard L., Tracey S. Danaher, Timothy Keiningham, Lerzan Aksoy, and Tor W. Andreassen (2024), \u201cSocial Profit Orientation: Lessons from Organizations Committed to Building a Better World,\u201d <em>Journal of Marketing<\/em>, 89 (2), 1\u201319.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>MacInnis, Deborah J., Vicki G. Morwitz, Simona Botti, Donna L. Hoffman, Robert V. Kozinets, Don R. Lehmann, John Lynch, Cornelia Pechmann (2020), \u201cCreating Boundary-Breaking, Marketing-Relevant Consumer Research,\u201d <em>Journal of Marketing<\/em>, 84 (2), 1\u201323.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>United Nations (n.d.), \u201cMajor Groups and Other Stakeholders,\u201d <a href=https://www.ama.org/"https:////www.unep.org//civil-society-engagement//major-groups-modalities//major-group-categories/">https:////www.unep.org//civil-society-engagement//major-groups-modalities//major-group-categories./n

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The American Marketing Association is built on a foundation of credible, peer-reviewed scholarly research. Here you will find a collection of research insights published recently and in the past.

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