Crafting Shape in a Fluid World – The Intersection of Marketing and External Forces

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Introduction

Contemporary marketing practice continues to evolve amidst a rapidly changing global environment, shaped by technological transformation, shifting geopolitical dynamics, economic uncertainty, and heightened expectations for sustainability and social responsibility (Sheth, 2021; Kumar et al., 2020). These forces have profoundly influenced how consumers think, behave, and engage with brands. The retail sector-long regarded as the ultimate expression of consumer marketing-has emerged as a vivid arena where these transformations are both experienced and contested (Grewal et al., 2017). Retail environments, both physical and digital, have become laboratories for innovation in consumer engagement, technology adoption, and adaptive marketing strategies (Verhoef et al., 2017).

Recent scholarship has highlighted that consumers are increasingly attentive to brand ethics, transparency, and societal contributions, especially in the context of environmental sustainability and social justice movements (Ladhari and Tchetgna, 2017; White et al., 2019). Global disruptions such as supply chain fragility, inflationary pressures, and geopolitical tensions, including tariff disputes, have reshaped sourcing strategies, pricing models, and customer expectations (Hofmann et al., 2019). At the same time, the rapid adoption of artificial intelligence, automation, and platform-based ecosystems is redefining how consumers access information, evaluate options, and make purchase decisions (Grewal et al., 2020; Huang & Rust, 2021). Geopolitical disruptions also affect business, government, and consumer consumption through tariffs, policy shifts regarding businesses and environmental protection, and supply chains through government interference (Nerger et al., 2021; Klomp, 2025; Chakkol et al., 2024).

This special issue, coordinated with the 2026 Academy of Marketing Science (AMS) Annual Conference, invites scholars to examine the intersection of consumer behavior and external forces in a fluid world. Consistent with JCM’s mission to blend rigorous research with managerial relevance, we welcome conceptual and empirical work that not only advances theory but also offers actionable insights for practitioners navigating this complex landscape. We also welcome work in line with SDG 12, a United Nations goal, such as a focus on responsible consumption and production considering geopolitical dynamics (e.g., Choi et al., 2025; Gallen et al., 2025).

While broad in scope, we particularly encourage research leveraging the retail sector as a focal context for exploring these dynamics. Scholars have noted that market turbulence demands greater agility and adaptability in marketing strategies (Day, 2011; Jaworski, 2011). Digital transformation, omnichannel strategies, and consumer empowerment have disrupted traditional marketing models (Lemon and Verhoef, 2016; Kannan and Li, 2017). Research has further shown that cultural, economic, and technological externalities interact to influence brand-consumer relationships (Steenkamp, 2019; Kumar et al., 2021). To this end, retail formats, particularly, have been pressured to deliver seamless, personalized experiences while maintaining operational efficiency (Berman and Thelen, 2018; Roggeveen and Sethuraman, 2020).

List of Topic Areas

• Consumer responses to global disruptions (e.g., inflation, supply chain fragility, climate events, tariffs, war)
• Impact of AI, automation, and platform-based ecosystems on consumer well-being and happiness
• How to enhance responsible consumption (e.g., reducing food waste and increasing adoptions of green energy and public transportation)
• How to serve marginalized and disadvantaged consumers and enhance equality among gender, race, ethnicity, and socioeconomic status through marketing and equitable practices
• Evolving consumer purchase patterns and consumption practices around brand ethics, transparency, and sustainability
• How firms can navigate sociopolitical activism (e.g., Should brands take a stand or remain silent?)
• Recalibrating brand-consumer relationships in times of social and political polarization
• Cross-cultural and cross-generational consumer insights in a post-globalization era
• Retail innovation in response to external forces, trends, disruptions, and shifting consumer expectations
• Marketing strategies for enhancing trust, loyalty, engagement in uncertain environments

Submissions Information

Submissions are made using ScholarOne Manuscripts. Registration and access are available here: https://mc.manuscriptcentral.com/jcmktg 
Author guidelines must be strictly followed. Please see here:  https://www.emeraldgrouppublishing.com/journal/jcm 
Authors should select (from the drop-down menu) the special issue title at the appropriate step in the submission process, i.e. in response to ““Please select the issue you are submitting to”. 
Submitted articles must not have been previously published, nor should they be under consideration for publication anywhere else, while under review for this journal.

Key Deadlines

Opening date for manuscripts submissions: 15/08/2026
Closing date for manuscripts submission: 15/10/2026