6th Aston Marketing and Strategy Research Camp

In association with the Aston Centre for Retail Insights (ACRI)

Marketing Research Camp 2

23 June 2017, Aston Business School

Aston Business School is organising its sixth Marketing Research Camp. We bring together world-leading researchers to generate insightful discussions and identify promising research directions in a very relaxed atmosphere. Our four guest speakers are world-leading marketing researchers:

  • Russel Belk, York University
  • Mark Birkin, Leeds University 
  • Rajesh Chandy, London Business School
  • Dwayne Gremler, Bowling Green State University

The research camp is a mix of plenary presentations and thematic workshops. In association with Aston Centre for Retail Insights (ACRI) where Professors of Marketing: Heiner Evanschitzky, Christof Backhaus and Markus Blut will be leading some of the thematic workshops. 

Two sets of three parallel workshops will be organised. Workshops are led by our four guest speakers and four highly recognized professors who have kindly accepted to serve as workshop leaders. 

Prior to the Research Camp, Professor Dwayne Gremler will lead an exclusive one-day workshop on ‘How to publish scholarly research’. The intent of the workshop is to have Ph.D. students (and Early Career Researchers) consider issues relating to the publishing of relevant and rigorous scholarly research in business journals. Topics to be addressed include the characteristics of interesting and significant research, crafting a scholarly manuscript and effectively navigating the publication process. The workshop will be run on the Thursday, 22nd June 2017. Total fee for this exclusive one-day event is £50.

Please see below for the full pricing list prices:

Please see below for the full pricing list prices:




PhD students

Academic Staff and other

Workshop: Publishing Scholarly Research



Research Camp



Publishing Scholarly Research  workshop and Research Camp



When registering for the research camp, please choose the two workshops you want to participate in (one in each set of three). 

Cash or cheque payments are also accepted on the day provided you have registered beforehand. 

Register and pay for this event here

For more information, please contact Dr Iftakar Haji: i.haji@aston.ac.uk

Guest Speakers 


Professor Rajesh Chandy (London Business School) holds a PhD in Business Administration from the University of Southern California. His main areas of expertise include innovation, technology management, emerging markets, and marketing strategy. He has published numerous articles in journals such as Journal of Marketing, Journal of Marketing Research, Marketing Science, Marketing Letters and many others. He is as an Area Editor for the Entrepreneurship and Innovation area at Management Science, and is a current or former member of the editorial boards of many top tier marketing and management journals.

Rajesh’s research and publications have received several awards, including the Journal of Marketing Harold Maynard Award for contributions to marketing theory and thought, the AMA Early Career Award for Contributions to Marketing Strategy, the AMA TechSIG Award for the best article on Technology and Innovation (twice), the MSI Alden Clayton Award for the best dissertation proposal, and the Mary Kay Award for the best marketing dissertation. He has received the AMA Early Career Award for contributions to marketing strategy research, and has been named an MSI Young Scholar.

He has provided advisory and executive education services to Toshiba, St. Jude Medical, 3M, Philips, Commonwealth Microfinance Limited, American Medical Systems, Deutsche Telekom, Bertelsmann, Hutchinson Technology, Microsoft, Mundipharma, Rexam, Wrigley, GfK, Futuredontics, Telenor, and the US and UK governments, among others. He served as a member of the US Secretary of Commerce Advisory Committee on Measuring Innovation in the 21st Century Economy. He serves on the brain trust of the Global Innovation Forum, and has been a member of the American Marketing Association’s Academic Council and its Knowledge Development Coalition. Fortune magazine described Chandy’s findings on innovation as "an unorthodox and bracing set of management principles."  

Russell Belk

Professor Russell Belk (York University) holds a PhD in Marketing from the University of Minnesota.  He is York University Distinguished Research Professor Kraft Foods Canada Chair in Marketing at Schulich School of Business, York University.  

His main areas of expertise include International Business, Consumer Behaviour, and Qualitative Research.  His research interests are in Advertising and Promotion, Branding, Consumer Behaviour, Consumer Culture Theory, Globalisation and Marketing System Dynamics. Professor Belk leads the scholarly debates in the areas of possessions, collecting, gift-giving, sharing, materialism and qualitative inquiry. He has over 600 publications, 38,000 citations and an h-index of 80 on google scholar, Russell is one of the most known and impactful scholars in our field. Sage Publishing featured him in “The Legends in Consumer Behavior” series: “He [Professor Belk] is currently on the editorial boards of 20 journals and is Associate Editor of the Journal of Consumer Research.

 He is past president of the Association for Consumer Research and the International Association of Marketing and Development, and is a fellow in the Association for Consumer Research and the American Psychological Association. He has received the Paul D. Converse Award, two Fulbright Fellowships, Society of Marketing Advances Distinguished Marketing Scholar Award, and honorary professorships on four continents. In 2005 he received the Sheth Foundation/Journal of Consumer Research Award for Long Term Contribution to Consumer Research.

Dwayne Gremler

Professor Dwayne Gremler (Bowling Green State University) holds a PhD from Arizona State University. His area of expertise concerns marketing issues related to the delivery of service. He has published on this topic in top tier journals such as Journal of Marketing, Journal of Service Research, JAMS, and Journal of Retailing, among others.  Dr. Gremler holds the title of Distinguished Teaching Professor (of Marketing) in the College of Business at Bowling Green State University (one of the highest designations that the university bestows upon a faculty member).  He has served as Chair of the American Marketing Association's Services Marketing Special Interest Group (SERVSIG) and has helped to organize service marketing conferences in Australia, The Netherlands, France, Portugal, Finland, and the United States.  In 2014 he received the Christopher Lovelock Career Contributions Award from SERVSIG, given to “the individual whose teaching, research, and service have had the greatest long-term impact on the development of the services discipline.” Dr. Gremler has been invited to conduct seminars and present research on service marketing issues in more than a dozen countries.  He received a Fulbright Scholarship from the U.S. government to teach service marketing courses at the University of Maastricht, The Netherlands, in spring 2006.  Dr. Gremler is a co-author (with Valarie Zeithaml and Mary Jo Bitner) of one of the leading service textbooks in the field, entitled: Services Marketing: Integrating Customer Focus Across the Firm. 

Dr. Gremler’s current research is concerned with customer loyalty in service businesses, customer-employee interactions in service delivery, service guarantees, servicescapes, and word-of-mouth communication.  Dr. Gremler’s articles have won several awards, including the Best Service Research Paper published in 2011 (from SERVSIG) for an article published in the Journal of Marketing.  One of his recent articles, published in 2016 in the Journal of Service Research, focuses on employee emotional competence (EEC).  In that paper the authors point out that customers often experience intense emotions during service encounters and their perceptions of how well contact employees demonstrate emotional competence can affect their service evaluations and loyalty intentions, and this study proposes a conceptualization and operationalization of EEC in a service encounter context. The authors develop a scale to capture customer-perceived EEC, defined as an employee’s competence in perceiving, understanding, and regulating customer emotions during a discrete service encounter. 

Mark Birkin

Mark Birkin is Professor of Spatial Analysis and Policy in the School of Geography at the University of Leeds. He is a Principal Investigator in the Consumer Data Research Centre which is a National Centre in the Economic and Social Research Council’s Big Data Network.

He edits the journal Applied Spatial Analysis and Policy. His major interests are in simulating social and demographic change within cities and regions, and in understanding the impact of these changes on the need for services like housing, roads and hospitals, using techniques of microsimulation, agent-based modelling and GIS.

Workshop Discussion Leaders 

Ad De-Jong

Ad (“Addy”) de Jong is a Professor of Marketing in the Marketing & Strategy Group of Aston Business School, Aston University, Birmingham, UK. He obtained a M.Sc. in Psychometrics at the University of Leiden and has a Ph.D. from the School of Economics & Business Administration at the University of Maastricht. He has served as a co-editor of a special issue on Sales and Innovation for the Journal of Product Innovation Management and serves on the editorial boards of the Journal of Service Research, and the Journal of Personal Selling and Sales Management. 

His research focuses on selling innovations; service marketing, frontline sales and service teams; multivariate analysis methods and techniques, including multilevel regression analysis, multilevel growth modelling, and PLS. He has published in journals, such as Management Science, the Journal of Marketing, the Journal of Management, the Journal of Retailing, the International Journal of Research in Marketing, the Journal of the Academy of Marketing Science, the Journal of Service Research, the Journal of Product Innovation Management, the Journal of Management Studies, the British Journal of Management, Decision Sciences, and Marketing Letters.


Professor Heiner Evanschitzky (Aston Business School) is Chair of Marketing at Aston University. Heiner received his PhD and his Habilitation from the University of Muenster (Germany). Previously, he worked as Professor of Marketing at the University of Strathclyde. He was Visiting Professor at University of St. Gallen (Switzerland), Curtin Business School (Australia), and Florida Atlantic University (USA).

His research investigates interesting and relevant problems with an attempt to develop impactful conclusions. The current focus primarily lies in Service and Retail Marketing/Management where he investigates customer (value) management, retail marketing, relationship marketing, franchising, and profit chain models.

His work has been published in journals such as Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Service Research, and Journal of Product Innovation Management. Heiner currently serves as Associate Editor for the British Journal of Management.


Time Agenda 
Registration and Coffee
Opening words       
Plenary session 1
Professor Rajesh Chandy 
“Pathways to Profits: The Impact of Marketing vs. Finance Skills on Business Performance”

10.00-11.00 Plenary session 2
Professor Russell Belk
"Consumer Masks and Bluffs"

11.00-11.20 Coffee Break
11.20-12.50 Parallel thematic workshops- Session 1 
  1. "Research in Emerging Markets: Millions of Opportunities" - Rajesh Chandy
  2. "Consumer analytics: new data, changing problems, novel methods and research innovation”- Mark Birkin
  3. "Machines as Beings, Beings as Machines" - Russell Belk
13.00-14.00 Lunch 
14.00-15.30 Parallel thematic workshops- Session 2
  1. "Hot Topics in Retailing" -  Co hosted by the directors of ACRI, Heiner Evanschitzky, Markus Blut, Christof Backhaus
  2. "Trends in Sales Innovation" - Ad De-Jong
  3. "How Critical Incident Technique is Employed in Research" - Dwayne Gremler
15.30-16.30 Coffee Break 
16.00-17.00 Plenary session 3 

Professor Mark Birkin
"Predictive Analytics for Business and Service Organisation"

17.00-17.15 Closing words and drinks 

Thematic workshops 

Six thematic workshops will run in parallel, led by different researchers. Please choose one workshop from each session when completing the online registration formYou will then take part in a one and a half hour round-table discussion about this topic where you will be able to ask our guest discussion leaders  as many questions as you like.

Parallel thematic workshops- Session 1  

  1. "Research in Emerging Markets: Millions of Opportunities" - Rajesh Chandy
  2. "Consumer analytics: new data, changing problems, novel methods and research innovation”- Mark Birkin
  3. "Machines as Beings, Beings as Machines" - Russell Belk 

Parallel thematic workshops- Session 2 

  1. "Hot Topics in Retailing" -  Co hosted by the directors of ACRI, Heiner Evanschitzky, Markus Blut, Christof Backhaus

  2. "Trends in Sales Innovation" - Ad De-Jong
  3. "How Critical Incident Technique is Employed in Research" - Dwayne Gremler

Further information 

The event will take place at:

Adrian Cadbury Lecture Theatre
Aston Business School
Aston University
Aston Triangle
B4 7ET

Please see Conference Aston for information according to your mode of transport. 

Car parking is available at the Millennium Point multi-storey car park, which is situated opposite the University Campus. The car park charges £2.90 for 3 hours and £3.60 for 4 hours. The car park can be accessed via Jennens Road. If using a sat nav please use the following post code: B4 7AP. A precise description of how to drive to this car park and then walk to the campus can be found by clicking the following link

If you need any further assistance, please do not hesitate to contact Dr Iftakar Haji: i.haji@aston.ac.uk / 0121 204 5042.

Past Events

The Aston Marketing Research Camp

Since 2012, Aston Business School organises its annual marketing research camp. The purpose of this event is to bring world-leading researchers together to generate insightful discussions and identify promising research directions.

Among the most influential researchers in the world have participated in this event as guest speakers:

  • Marnik Dekimpe (Tilburg)
  • Rik Pieters (Tilburg)
  • Don Lehmann (Columbia)
  • A. Parasuraman (Miami) 
  • J. Scott Armstrong (Wharton) 
  • Berend Wierenga (Erasmus) 
  • Eric Arnould (Bath) 
  • Peter S.H. Leeflang (Groningen) 
  • Gilles Laurent (HEC Paris) 
  • Rob Kozinets (York University)
  • Klaus Wertenbroch (INSEAD)
  • Karen Gedenk (Hamburg University)

Very distinguished marketing professors also served as workshop leaders:

  • Nick Lee (Warwick)  
  • Heiner Evanschitzky (Aston)  
  • John Cadogan (Loughborough)
  • Thorsten Gruber (Loughborough)

Excellent Different Distinctive