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

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

Publisher: Emerald Publishing
Submission Deadline: 15 October 2026

In today’s rapidly evolving global environment, marketing is no longer confined to traditional strategies or static frameworks. Instead, it operates within a fluid ecosystem shaped by dynamic external forces such as technological advancements, socio-political changes, environmental concerns, and shifting consumer behaviors. This special issue invites researchers, scholars, and practitioners to explore how marketing adapts, evolves, and responds within this constantly changing landscape.

The theme, “Crafting Shape in a Fluid World – The Intersection of Marketing and External Forces,” emphasizes the need to understand how organizations strategically navigate uncertainty while maintaining relevance and competitive advantage. It seeks to bridge theoretical insights with real-world applications, encouraging contributions that highlight innovation, adaptability, and resilience in marketing practices.

Key Focus Areas

The special issue welcomes contributions that examine, but are not limited to, the following themes:

• Impact of digital transformation and AI on marketing strategies

• Role of sustainability and ethical considerations in shaping brand identity

• Influence of geopolitical and economic shifts on consumer behavior

• Marketing resilience in times of crisis and uncertainty

• Cultural and societal influences on global marketing practices

• Data-driven decision-making and predictive analytics

• Integration of traditional and modern marketing approaches

Why This Topic Matters

As markets become increasingly interconnected, external forces play a critical role in shaping marketing outcomes. Organizations must not only react to these forces but proactively design strategies that align with emerging trends. This special issue aims to provide a platform for discussing innovative frameworks and models that redefine marketing in a fluid world.

Submission Overview

Who Should Submit?

This call is ideal for:

• Academic researchers exploring contemporary marketing theories

• Industry professionals with practical case studies

• PhD scholars seeking publication opportunities

• Interdiscipary researchers connecting marketing with economics, technology, or sustainability

This special issue presents a valuable opportunity to contribute to the evolving discourse on marketing in a rapidly changing world. By examining how external forces shape strategies and outcomes, contributors can help redefine the future of marketing theory and practice. Researchers are encouraged to submit original, high-quality work that offers fresh perspectives and actionable insights.

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