TPM 2016 USA
Hosted by Texas A&M University’s Mays Business School, the 6th annual Theory + Practice in Marketing (TPM) Conference was held at Mays CityCentre in Houston, Texas on May 18-20, 2016.
The TPM Conference is motivated by the belief that a big part of the marketing academia is a bit too far removed from addressing substantive problems and focuses on more narrow methodological issues and esoteric phenomena disconnected with real world application. A lack of substantive focus not only threatens to make our field irrelevant, but also undermines the legitimacy of research at business schools.
The TPM Conference is designed to address this issue by showcasing research that focuses on substantive business problems and is supported by a sound methodology.
Venky Shankar, Texas A&M University
Sunil Gupta, Harvard Business School
Donald Lehmann, Columbia Business School
Bernd Schmitt, Columbia Business School
Download the 2016 USA agenda here.