Ajjan, Green discuss blockchain technology at Academy of Marketing Science conference 

The management information systems professors shared how the technology functions and how industries are using it.

Martha and Spencer Love School of Business management information systems professors Haya Ajjan and Joe Green shared blockchain technology insights with marketing educators and scholars during the 2019 Academy of Marketing Science annual conference held May 29-31 in Vancouver, Canada.

During the “Blockchain Technology and How It Will Change Marketing” session, Ajjan and Green joined Dana Harrison from East Tennessee State University, Nikilesh Subramoniapillai Ajeetha from Cisco, and Harry Wang from Coinchain Capital Inc., to discuss blockchain technology and how it functions. The panelists also discussed how industries are using the technology and proposed a research framework corresponding with four distinct exchange relationships: consumer-to-consumer, firm-to-firm, firm-to-consumer and consumer-to-firm.

The Academy of Marketing Science is dedicated to promoting excellence in the creation and dissemination of marketing knowledge and the furtherance of marketing practice through a role of leadership within the discipline of marketing around the world.