17 March 2023

LiU was represented at the world's largest conference on marketing research, the 2023 AMA Winter Academic Conference in Nashville. PhD students Brenda Nansubuga and Tanvir Ahmed presented their latest publications.

Three men and one woman at conference.
PhD students Brenda Nansubuga and Tanvir Ahmed, Professor Christian Kowalkowski and Hugo Guyader at the AMA-conference in Nashville. Photo: Private
- AMA is an authority in marketing, both in the academic world and in governance and management, with roughly 850 visitors each year. All contributions and posters undergo a peer review before they are accepted, which shows that the doctoral students' work is of a relevant and rigorous level, says Hugo Guyader, senior lecturer in Business Administration at the Department of Economic and Industrial Development (IEI).

Brenda Nansubuga and Tanvir Ahmed were also the only Swedish PhD students in attendance. They are pursuing PhDs in industrial marketing, but both come from the international Strategy and management in International Organisations master's program (SMIO) at IEI.

Two men one woman at conference.Christian Kowalkowski, Brenda Nansubuga och Tanvir Ahmed. - AMA is a fantastic opportunity to both meet excellent researchers in their fields and an opportunity to test their results and methods through their presentations, state the two doctoral students.

They say that they are happy to approach well-known international researchers and discuss something or ask a question. And they recommend doing it.

- It is very rewarding and of course it can also be a way to build a network, says Tanvir Ahmed.

As a new PhD student, he investigates the data-sharing phenomena among B2B firms: How firms can benefit from using and analyzing data to a greater extent through data-sharing, and what advantages/disadvantages there are for firms while sharing data with other firms.

- Many companies make large investments to acquire data but fail to appropriate the potential of it due to a lack of in-house data analytics capabilities. Sharing these data with their suppliers might entail leveraging their analytics capabilities. However, firms do not tend to share due to privacy concerns and loss of competitive advantage. I investigate how firms can share data with their partners for better analysis and profit from unpacking the value of data without having to worry about any privacy issues.

Brenda Nansubuga is at the end of her doctoral studies. At the conference, she presented a study on ownership and renting. In short, the study shows that interest in owning an electric scooter increases among people who have also used rented one.

- It's just a single case study. But it is part of the research in the sharing of services and ownership. My study questions that people prefer access to a service over ownership. The study shows that those who rent electric scooters often end up wanting to buy their own.

The knowledge can be useful in the discussion about the sharing economy and consumption.

- This should be interesting for those who run different pools and rent things out. Perhaps we can learn more about how to maintain customer loyalty, instead of creating more private ownership and more consumption. I got a good response at the presentation.

Now their work continues. Brenda Nansubuga is approaching her dissertation, and Tanvir Ahmed is preparing an interview-based study.

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