Business professor presents at Atlantic Marketing Association Conference

Dr. Michael Rodriguez, an Associate Professor at the Lundy-Fetterman School of Business, presented his research “The New Norm for Sales Organizations: Impact of Social Media Technology During Environmental Turbulence” at the Atlantic Marketing Association (AMA) Conference in Savannah, Georgia.

AMA, established in 1982, is a premier national gathering of scholars and educators interested in marketing, digital, professional selling and teaching. The conference consists of double-blind review competitive paper sessions, education sessions, and special sessions devoted to connecting academia and practice.

Dr. Rodriguez’s research discussed a conceptual model that explains the relationship between turbulence, social media technology and performance.

The focus of his research was on the positive impact environmental turbulence has on collaboration and performance when social media technology is present; An analysis of current literature and past research yielded patterns of increased performance during challenging times when social media and innovation are applied.

“This was an amazing event to present research and receive valuable feedback from other researchers in the field,” said Dr. Rodriguez. “It was also great to connect with scholars at regional universities, providing opportunities for future collaboration.”