Marketing Myopia Reloaded: Rediscovering Retail's Core. Proceedings of the Colloquium on European Research in Retailing (CERR) 2026

The Proceedings of the 10th Colloquium on European Research in Retailing (CERR 2026) bring together the scholarly contributions presented at the conference held at Johannes Kepler University Linz, Austria. Organised by the Institute for Retailing, Sales and Marketing, JKU Business School, Johannes Kepler University Linz, and chaired by Professor Christoph Teller, the conference was held under the theme Marketing Myopia Reloaded: Rediscovering Retail's Core. The contributions examine how retailing can remain fundamentally human-centred in an era increasingly shaped by artificial intelligence, automation, digital platforms, and data-driven decision-making. The volume covers a broad range of topics, including consumer behaviour, omnichannel retailing, sustainability, supply chain management, retail technologies, and employee wellbeing. Collectively, the contributions demonstrate the diversity of contemporary retail research while sharing a common commitment to theoretical rigour, managerial relevance, and societal impact.