This volume highlights the evolving role of marketing in a rapidly changing environment by exploring how marketers can adapt foundational principles, emerging perspectives, and interdisciplinary insights to create meaningful impact in an increasingly fluid world. Featuring full papers presented at the 2026 Academy of Marketing Science (AMS) Annual Conference held in Savannah, GA, USA, contributors explore how technological advancement, shifting economic and geopolitical conditions, and heightened attention to sustainability and ethics are reshaping consumer value perceptions and marketing strategy. The chapters address theoretical and methodological innovations for navigating disruption, the growing role of AI and automation, and marketing’s response to global challenges such as supply chain instability, regulatory change, and diversity initiatives. Collectively, the volume highlights how marketers balance enduring principles with adaptive strategies in a global economy undergoing profound transformation.

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

Jasmine Parajuli is an Instructional Assistant Professor of Marketing in the School of Business Administration at the University of Mississippi (USA). Her primary research interests include marketing leadership, crisis management, artificial intelligence in marketing strategies, and bibliometric analysis. She has published her research in international peer-reviewed journals such as Journal of Marketing Theory and Practice and International Journal of Bank Marketing. Dr. Parajuli currently serves as Proceedings Co-Editor and Director of Social Media for the Academy of Marketing Science.

Haeden Overby is a Marketing PhD student in the School of Business Administration at the University of Mississippi (USA). His primary research interests include digital marketing, scale development, and bots’ impact in online advertising. He was the first recipient of the James E. Randall Best Student Paper Award at the Association of Marketing Theory and Practice conference for his work on service robots’ effect on guest intentions and online reviews.

Nicholas Mobley is a Ph.D. student in the School of Business Administration at the University of Mississippi (USA). His research examines marketing strategy with an emphasis on promotions, retailing, and sales. He has published his research in Sport Marketing Quarterly, an international peer-reviewed journal. Recently, Nicholas won the Jane K. Fenyo Best Student Research Paper Award at the 2026 AMS Annual Conference for his work on lease-to-own payment methods.