Business Commons^™

Marketing For The Dreamwork Wrestling: How To Keep A Small Entrepreneurial Business And Dream Alive!, Steve Chen, Jennifer Mak, Karen Doran, Liz Allen

Atlantic Marketing Association Proceedings

No abstract provided.

Corporate Sociopolitical Activism On Instagram: Brand Responses To Covid-19 And Black Lives Matter, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

No abstract provided.

Credit Card Indebtedness During The Covid-19 Pandemic, Alan D. Smith

Atlantic Marketing Association Proceedings

No abstract provided.

The Effect Of Athlete Celebrity Endorsement On Attitude Toward Brand And Purchase Intention, Yunheui Jeon, Jennifer Y. Mak, Lei Ouyang

Atlantic Marketing Association Proceedings

No abstract provided.

Consumer Acquisition And Dissemination Of Phci On Social Media & Networks, Joe Cangelosi, Terry Damron, David Kim

Atlantic Marketing Association Proceedings

No abstract provided.

Comparison Of Selected Supply Chain Management Practices Of Three Major Regional/Metropolitan Hospitals, Alan D. Smith

Atlantic Marketing Association Proceedings

No abstract provided.

A Qualitative Study Of Business Leaders – Comparing Uncertainty Differences & Similarities During Covid Vs. 2008 - 2009, Ryan Matthews

Atlantic Marketing Association Proceedings

No abstract provided.

Comparison Of Concerns Among Careers By Marketing Seniors About Covid-19: Beginning Versus A Year Into The Pandemic, Alan D. Smith

Atlantic Marketing Association Proceedings

No abstract provided.

Students’ Attitudes Toward Immersive Learning Activities: An Exploratory Examination, Denny Mccorkle, James Reardon, Joe F. Alexander

Atlantic Marketing Association Proceedings

No abstract provided.

Student Perspectives On Converting Classes To Online Due To Covid-19, Anita Whiting, Joie Hain

Atlantic Marketing Association Proceedings

No abstract provided.

A Three Word Rubric: Successful Experiential Learning Guided By What, Why, How, Harvey Simon

Atlantic Marketing Association Proceedings

No abstract provided.

Beauty During A Pandemic: The Impact Of Covid-19 On The Cosmetic Industry, Katelyn Gardner, Diane R. Edmondson, Lucy Matthews

Atlantic Marketing Association Proceedings

No abstract provided.

Antecedents And Outcomes Of Servant Leadership: Implications For The Salesforce, James Deconinck, Andrew Carnes, Julie Johnson-Busbin

Atlantic Marketing Association Proceedings

No abstract provided.

The Effects Of Strategic Alliances On Marketing Efforts: The Roles Of Cooperation, Tommy Hsu

Atlantic Marketing Association Proceedings

No abstract provided.

How Perceived Movement Influences Consumer Responses To Brand Failures, Laura Boman, Lam An, Ganga Urumutta Hewage, Jonathan Hasford

Atlantic Marketing Association Proceedings

No abstract provided.

Millennial Views On Crypto Art Value, Materialism, And The Environment, Stef Nicovich, Tim Schauer

Atlantic Marketing Association Proceedings

No abstract provided.

Human-Like Or System-Like Trust? A Comparison Of Trust Measures For Intelligent Assistants, Denise Mcwilliams, Adriane B. Randolph

Proceedings of the Cognitive Innovation Conference (CognoCon)

Organizations increasingly deploy intelligent assistants to augment human tasks within virtual teams, reshaping how work is coordinated and performed. As intelligent assistants become embedded in everyday workflows, technology shifts from a passive tool to an active collaborator in team processes. Despite growing adoption, trust remains a critical factor influencing the use of intelligent assistants and may hinder organizations’ efforts to realize their full value. Prior research debates which trust construct is most appropriate for examining trust in artificial intelligence. Traditional perspectives emphasize cognitive and affective trust, developed for human-to-human relationships, which may not fully capture trust in human–computer contexts. Emerging …

From Configuration To Cognition: A Self-Configuring Agentic Crm Architecture For Small-Scale Retail Enterprises, Praveen Manimangalam

Proceedings of the Cognitive Innovation Conference (CognoCon)

Artificial intelligence (AI) has significantly enhanced enterprise-scale customer relationship management (CRM) systems; however, small-scale retail businesses remain structurally excluded from these advancements due to configuration complexity, technical overhead, and limited digital capabilities. This paper introduces a Self-Configuring Agentic CRM (SC-ACRM) architecture designed to eliminate configuration barriers in micro-retail contexts. The framework operationalizes Intent-to-Schema automation, translating natural-language business intent into structured operational models and reducing configuration debt embedded in traditional metadatadriven systems. The architecture further incorporates adaptive agentic orchestration and Cognitive Infrastructure Elasticity, enabling dynamic policy adjustment under demand volatility while preserving human-supervisory governance. Using an agent-based simulation of a multi-SKU …

Hierarchical Multi-Level Llm Agent Swarms For Financial Research Synthesis And Trading Decision Support In Multi Strategy Hedge Funds, Puneet Gandhi, Rishab Gulati

Proceedings of the Cognitive Innovation Conference (CognoCon)

"There will be no software in the future that's not agentic. And so, it is absolutely true that every software company will become an agentic company.”- Nvidia’s Jensen Huang. As various companies grapple with agentic architectures suitable to their firm environments, we present a hierarchical agentic architecture geared towards Multi Strategy hedge funds. Multi-strategy hedge funds operate within highly complex and rapidly evolving information environments. Trading decisions emerge from layered organizational structures in which sector specific teams continuously consume heterogeneous data sources. Sr. Portfolio Managers synthesize information to allocate capital towards high-conviction opportunities. As the volume and diversity of financial …

Creating It Capabilities In Workflow Automation With Unstructured Data, Gary J. Braswell

Proceedings of the Cognitive Innovation Conference (CognoCon)

Service organizations increasingly seek to automate customer service workflows, yet most customer communications arrive as unstructured data, such as email and chat. Although large language models (LLMs) offer new possibilities for interpreting such data, their non-deterministic behavior creates reliability risks that can undermine automation performance, as error rates as low as 10% can cause automated flows to perform worse than manual ones. This research discusses how firms can build IT capabilities that convert LLM-based interpretation of unstructured data into reliable automated customer service workflows. Using the Resource-Based View (RBV) as the theoretical lens, the study examines how knowledge sharing and …

The Paradox Of Perfection: Hidden Risks Of High-Performing Ai In Human-In-The-Loop Governance, Chen Zhong, Alper Yayla, Xueping Liang

Proceedings of the Cognitive Innovation Conference (CognoCon)

As AI systems achieve near-perfect accuracy in high-stakes decision-making domains, governance frameworks risk overlooking a critical paradox: superior AI reliability may render human oversight ceremonial rather than functional. This paper presents a theoretically grounded experimental research design to investigate Automation Complacency—the cognitive degradation of human vigilance triggered by sustained streaks of accurate AI outputs. Grounded in Dual-Process Theory and the competency trap literature, we hypothesize that consistent AI reliability shifts operators from analytical (System 2) to heuristic (System 1) processing, significantly impairing error detection when AI eventually fails. Using a simulated phishing detection task (N=200), we plan to test how …

Artificial Intelligence, Large Language Models, Ai Applications, Ai Business Transformation, Reza Vaezi

Proceedings of the Cognitive Innovation Conference (CognoCon)

This paper critically examines the prevailing approaches to AI ethics, arguing that current frameworks—focused on regulation, compliance, and risk mitigation—are insufficient for guiding increasingly autonomous and socially influential AI systems. It contends that ethical behavior in humans arises from morality that is rooted in human empathy, which AI lacks. By differentiating between morality (emotionally intuitive) and ethics (analytical and rule-based), the paper highlights the limitations of procedural ethics in AI, which operates solely in an analytical mode. The author proposes an alternative path for ethical AI through conscious empathic AI, suggesting that embedding empathic capacities could stabilize moral behavior in …

Llms Are Not The Answer Relevant Ai For Business Transformation, Christopher Simpkins

Proceedings of the Cognitive Innovation Conference (CognoCon)

AI hype is driving AI failure. Hype-driven focus on LLM-centric AI products – which in reality have few practical applications – is causing businesses to miss out on the real opportunities offered by the breadth of AI that is more relevant to their problems. In this position paper I provide a definition of AI that focuses on the kinds of problems AI can solve and a brief introduction to the broad field of AI. I then explain at a high level why LLMs fall short of their hype and always will, as a consequence of fundamental technical limitations. Within the …

When Humans Stop Thinking: Cognitive Offloading, Atrophy Risk, And The Design Of Human-Ai Intelligence, Pravinya Mandalapu, Adriane B. Randolph, Andrea Taylor

Proceedings of the Cognitive Innovation Conference (CognoCon)

As artificial intelligence (AI) systems proliferate across professional and everyday contexts, humans increasingly rely on these tools to perform cognitive tasks they once carried out internally. This phenomenon of cognitive offloading extends beyond the use of traditional aids like calendars or calculators, raising foundational questions about how deep reliance on AI reshapes human cognition itself (Risko & Gilbert, 2016). While offloading can enhance immediate task performance, emerging evidence suggests meaningful costs to memory retention, judgment quality, and creative autonomy (Burnett & Richmond, 2025; Risko et al., 2023). Drawing on seminal work by Cliff Nass and colleagues on media multitasking, task-switching, …

Agentic Implementation In Business Processes With Guardrails, Kunal Kumar

Proceedings of the Cognitive Innovation Conference (CognoCon)

Enterprises are increasingly adopting Large Language Models (LLMs) to enhance automation in document driven workflows. However, their probabilistic behavior raises challenges related to governance, auditability, and regulatory compliance. This work proposes an agentic automation framework that integrates LLM-based cognitive services with Robotic Process Automation (RPA) to enable intelligent document processing while preserving determinism and traceability. The architecture separates probabilistic interpretation from deterministic execution, using LLMs for bounded information extraction and RPA for rule-based orchestration, validation, and audit logging. To mitigate risks associated with nondeterministic AI behavior, the framework incorporates guardrails such as structured prompting, confidence thresholds, human-in-the-loop review, and comprehensive …

A Case Study Of Faculty Perspectives On Teaching Across Borders, Lucy Matthews, Diane R. Edmondson, Tammy Bahmanziari

Atlantic Marketing Journal

This study explores the differences between faculty who have and have not led study abroad programs at a southeastern U.S. public university. Using survey responses from 133 faculty members, the research examines professional and motivational variables that influence participation. Findings reveal that those who have led study abroad programs tend to be satisfied with their experiences, report higher perceptions of student cultural competency gains, and are more likely to recommend such programs to peers. Additionally, experiential learning emerged as a central theme, with faculty highlighting the pedagogical value of immersive global education. Barriers to participation were also investigated. The study …

Trust Migration In The Digital Era: Information Regimes And The Transformation Of Buyer–Seller Relationships, Stephen C. Carlson

Atlantic Marketing Journal

Business-to-business selling is being reshaped by rapid advances in digital platforms, enterprise systems, analytics, and artificial intelligence. Organizational buyers increasingly rely on algorithmic tools, peer communities, institutional certifications, and automated evaluation systems before engaging directly with sales representatives. Yet much of the buyer–seller trust literature continues to emphasize interpersonal communication quality, listening behaviors, and individual credibility as primary drivers of relational success.

This article argues that the central transformation in contemporary selling is not the erosion of trust, but its relocation. As technological infrastructures evolve, trust progressively migrates from individual sales representatives to organizational systems, platforms, governance mechanisms, and algorithmic …

A Captured Audience: How Job Stress Leads Employees To Online Shopping Via Cyberloafing, Seth Williams

Atlantic Marketing Journal

This paper investigates the hyper-connected workplace and how the modern employee deals with job stress in their work environment. Using the theory of compensatory consumer behavior and partial least squares structural equation modeling, we investigate how job stress impacts employees in the workplace to shop online. This shopping is done via cyberloafing, which is using the internet for personal reasons at work. Psychological detachment is also studied as a mediator. Theoretical and practical implications are discussed for managers in the workplace as well as businesses marketing to individuals taking a break on the clock.

Five Strategic Categories Ai Is Transforming Marketing, Ryan Matthews

Atlantic Marketing Journal

Artificial intelligence (AI) is a revolutionary technology that provides tools and methodologies to expand marketings impact. AI enables companies to better understand customer needs, preferences, and behaviors to personalize an approach to different market verticals and segments. AI has become a significant factor influencing how businesses interact and retain the attention of customers. Customers increasingly have an appetite for a highly personalized interaction. AI-driven data approaches and innovative technologies are increasing personalization and efficiency. AI is a revolutionary tool that enables marketing to grow beyond traditional limitations. Understanding the correct tool is vital for marketing executives, whether they are obtaining …

A Cross-Cultural Investigation Of Consumer Hoarding Behavior During Covid-19: Differences Between Sweden And The United States, Christy M. Cook, Pia A. Albinsson, James E. Stoddard

Atlantic Marketing Journal

This study is a cross-cultural exploration of consumer hoarding behavior during Covid-19; specifically, a comparison between Sweden and the United States. This research analyzes whether Swedish and American consumer hoarding behavior factors of prosocial orientation, consumer resilience and consumer risk-taking propensity reflect identical relationships during less predictable environmental forces (i.e., Covid-19 or global pandemic). Results from Partial Least Squares-Structural Equation Modeling (PLS-SEM) show that consumer prosocial orientation is negatively related to consumer hoarding and prosocial orientation is positively related to consumer resilience. In turn, both prosocial orientation and consumer resilience exhibit a positive relationship towards consumer hoarding. Consumer resilience is …