17.06.2026
We are proud to share that our postdoctoral researchers, Marcelo de la Cruz and Zhuoer Qiu, presented their research at the European Marketing Academy (EMAC) Conference, one of Europe's leading conferences in marketing research.
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🔹 Marcelo presented "Making Responsible Innovation Work: A Sensemaking Model for Market-Driven Small and Mid-Sized Firms (SMEs)", exploring how sustainability-oriented SMEs navigate the tensions between responsibility and competitiveness and make responsible innovation actionable in their innovation processes. 🌱
🔹 Zhuoer presented "ESG Practices and Sustainable Product Launches", examining how firms' ESG practices shape sustainable product innovation and contribute to discussions around sustainability and the credibility of environmental claims. ♻️
Congratulations to Marcelo and Zhuoer for representing our research community on the international stage and contributing to important conversations on sustainability and responsible innovation! 👏✨