From Micro to Macro: Dealing with Uncertainties in the Global Marketplace

<p>The&nbsp;focus of&nbsp;the&nbsp;volume is on&nbsp;dealing with&nbsp;uncertainties and challenges within the&nbsp;global marketplace brought by&nbsp;digital technology companies that are leveraging artificial intelligence, machine learning, cloud computing, robotic automation, augmented reality, and other recent advancements. Additionally, these companies operate in the&nbsp;sharing economy and offer collaborative consumption opportunities. Featuring contributions presented at&nbsp;the&nbsp;2020 Academy of&nbsp;Marketing Science (AMS) Virtual Annual Conference, the&nbsp;enclosed contributions assess the&nbsp;impact of&nbsp;these radical and disruptive innovations on&nbsp;long-standing incumbents and traditional industries, as well as consumer experiences.</p> Founded in&nbsp;1971, the&nbsp;Academy of&nbsp;Marketing Science is an international organization dedicated to&nbsp;promoting timely explorations of&nbsp;phenomena related to&nbsp;the&nbsp;science of&nbsp;marketing in theory, research, and practice. Among its services to&nbsp;members and the&nbsp;community at&nbsp;large, the&nbsp;Academy offers conferences, congresses, and symposia that attract delegates from&nbsp;around the&nbsp;world. Presentations from&nbsp;these events are published in this Proceedings series, which offers a comprehensive archive of&nbsp;volumes reflecting the&nbsp;evolution of&nbsp;the&nbsp;field. Volumes deliver cutting-edge research and insights, complementing the&nbsp;Academy’s flagship journals, the&nbsp;J<i>ournal of&nbsp;the&nbsp;Academy of&nbsp;Marketing Science (JAMS)</i> and <i>AMS Review</i>. Volumes are edited by&nbsp;leading scholars and practitioners across a wide range of&nbsp;subject areas in marketing science<br></p><p></p><p></p><p></p>