Winners of the 2025 AMS Review — Sheth Foundation Doctoral Competition for Conceptual Articles
The 2025 AMS Review-Sheth Foundation Annual Doctoral Competition for Conceptual Articles received in total 40 submissions from doctoral students all over the world. Of these submissions, the seven most promising were selected as winners and five as runners-up.
This year’s winning proposals are (listed alphabetically):
Subscribe to Learning: Exploring the Role of Kidfluencers as Consumer Socialization Agents
Yana Degroote, Ghent University, Belgium
Reconceptualizing (in)authenticity as Yin and Yang: an indigenous conceptual framework
Xuxiangru Fan, University of Birmingham, UK
Value Propositions Emergence as Adjacent Possibles: A Process View
Sheila Guo, The University of Oklahoma, USA
The Persuasive Storytelling Model: Proposal of an Integrative Model for Narrative Persuasion
Zi Lin, University of Melbourne, Australia
The Silent Observer – How Social Learning Shapes Consumer Behaviour in Gig Platform Relationships
Abhishek Ojha, Indian Institute of Management Kozhikode, India
Understanding Uncertainty in Market Entry: A Theoretical Integration
Jaiany Rocha Trindade, Federal University of Rio Grande do Sul, Brazil
Transformative Consumer Collectives Towards Circular Economy
Pham Van Hau, University of Otago, New Zealand
The runner-up proposals of the 2025 competition are authored by the following doctoral students (listed alphabetically):
Benedikt Alberternst, Freie Universität Berlin, Germany
Anni Cheng, Monash University, Australia
Shilpa Desai, Indian Institute of Technology Bombay, India
Kane Koh, The University of Melbourne, Australia
Wenqian Ni, Indiana University Bloomington, USA
The AMS Review-Sheth Foundation Annual Doctoral Competition for Conceptual Articles is open to current, or recently completed, doctoral students. The competition encourages doctoral students to identify and publish impactful conceptual ideas; and connects them with leading marketing scholars who provide feedback and mentoring to enhance their conceptual contribution.
Hannah Snyder (BI - Norwegian School of Business, Norway), Bernardo Figueiredo
(RMIT University, Australia) and Stephen L. Vargo (University of Oklahoma, USA) served as the Co-Chairs of the 2025 Competition.
The next call for 2026 submissions will be published in October 2025 at AMS Review’s website: https://link.springer.com/journal/13162 (see section “Journal updates”).
