Culture and Marketing Strategy
Introduction
Fourth meeting of the Royal Bank International Research Seminar, Montreal, 28-29 Sep 2007; Deadline 30 Apr
 : : : Posting
: : call |
Related ARContent: |
The fourth meeting of the Royal Bank International Research Seminar will take place in beautiful Montreal at the John Molson School of Business, Concordia University, September 28 and 29, 2007. This seminar is co-sponsored by the Society for Marketing Advances and the Journal of Business Research. The main topic of this seminar is to explore the relationship between Culture and marketing strategy. The main objective of the seminar is to bring together international researchers from different disciplines interested in advancing knowledge on the influence of culture and culture change in the development of marketing strategies. The role of culture in the consumer decision-making process is an area in need of new developments, theories and knowledge in light of the trends toward global consumer markets and the rapid growth of existing and new products (e.g., goods and services) around the world.
Papers are sought in the following key areas of marketing strategy (the list is not exhaustive):
- Advancing the theory and managerial implications of the influence of culture on marketing strategy
- Cross-cultural methodological issues in a marketing context
- Development of invariant scales in culture and marketing
- Service expectations, service experience and delivery perceptions across cultures
- Acculturation and ethnic identity influences on marketing strategies
- Acculturation toward the global consumer culture
- Product quality perceptions across cultures
- Customer satisfaction across cultures
- Relationship marketing across cultures
- Pricing issues in a multicultural environment
- Communication and image of products in cross-cultural contexts
- Salesforce issues in multicultural retail settings
- Branding issues in cross-cultural and global settings
- Cultural influences in accessing, interacting, experimenting and participating in a service
- Matching service designs, processes and client participation in diverse cultural contexts
- Product innovations, e-marketing and diffusion processes in different cultural contexts
- Successes and/or failures in overcoming cultural resistance to superior service delivery
- Organizational dynamics (intra-firm culture) of service innovation, design, processes and delivery
Papers should be less than 20 pages in length and follow the guidelines of the Journal of Business Research. Electronic submissions are preferred. All papers will be subject to a double blind peer review procedure. The best papers of the Royal Bank International Research Seminar will be considered for publication in a Special section/Issue on Culture and marketing strategy in the Journal of Business Research.
The deadline for submissions is April 30, 2007
Please send your submissions (or any inquiry) by email to:
Dr. Michel Laroche, FRSC
Royal Bank Distinguished Professor of Marketing
John Molson School of Business
Concordia University
Tel: 514-848-2424 ext. 2942, Fax: 514-848-4576
Email: laroche@jmsb.concordia.ca