Call For Submissions

2017 Theory + Practice in Marketing Conference
University of Virginia, Darden School of Business, 10-12 May 2017

Conference Co-Chairs: Raj Venkatesan, Kim Whitler, Tom Steenburgh

We are pleased to invite submissions to the 7th Theory + Practice of Marketing (TPM) Conference at the Darden School of Business, University of Virginia. The previous six TPM Conferences were successfully hosted by the Columbia Business School, the Harvard Business School, the London Business School, the Kellogg School at Northwestern, the Robinson College at Georgia State University, and Texas A & M University.

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. The emphasis of research should be on relevance and impact with broad managerial implications.

Submission Guidelines

We encourage you to submit your most impactful research for presentation at this conference. The submissions should be no more than 10 power-point slides and must include the following aspects:

  1. Audience & Motivation– What is your research motivation? Whose problem are you solving? In the first 1 to 2 slides, clearly establish the research motivation and identify a target audience and the issue they are grappling with.
  2. Impact– What is your finding and what change in behavior are you advocating? In the next 1 to 2 slides, describe the before-and-after scenario, including the effect size in layman’s terms.
  3. Method– What provides confidence in your results? In the next 3 to 5 slides briefly describe your methods and limitations/generalizability.
  4. Linking Theory to Practice – On the last slide, clearly describe how your research links marketing theory to practice.

As a guide in preparation, remember that the audience is not purely an academic one and your slides / presentation need to be easily understood by both scholars and managers.

A committee of experts will select the accepted submissions to be presented at the conference. Judging from previous years’ conferences, selection is highly competitive.

Submission deadline: 1 March 2017

Please email your slides before the deadline to:

We are delighted to announce that the International Journal of Research in Marketing (IJRM) is collaborating with TPM on a special section based on the accepted submissions to the conference.

The topic of this special section is to be broadly in line with the aims of TPM, namely on “relevance” and “impact.” There are no methodological or thematic constraints. Of course, rigor is a necessary condition. Presentations accepted to the conference will be invited for submission to the special section of IJRM and will undergo a formal (regular) review process.

For any inquiries regarding the TPM Conference 2017, please email Danielle de Almiñana,

Key Dates & Timelines

Submission Deadline: 1 March 2017
Decision Timeline: 20 March 2017
Conference Early Bird Registration Deadline: 1 April 2017
Conference Dates: 10-12 May 2017