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Customer Behaviour in Multi-Cultural Societies

Introduction

Emerging Issues in Customer Behaviour in Multi-Cultural Societies, Special issue of Journal of Marketing Management, Edited by Maria Piacentini and Charles C. Cui; Deadline 1 Oct 2008

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Related ARContent:  

Customer Research Academy Workshop (CRAWS) 2008

Special issue of Journal of Marketing Management: "Emerging Issues in Customer Behaviour in Multi-Cultural Societies"

Guest Editors:

Maria Piacentini
Lancaster University Management School

Charles C. Cui
Manchester Business School

With globalization taking centre stage in the business world, there is a need to understand the ways that customers respond to the changing marketplace. There will be a special double issue of the Journal of Marketing Management, based on (but not limited to) the recent CRAWS 2008 conference theme, addressing Emerging Issues for Customer Behaviour in Multi-Cultural Societies. Areas that may provide an appropriate focus include (but are not necessarily limited to):

  • Global consumer culture – What impact does the increasing dominance of Western culture have on consumer behaviour in other countries? Are consumers becoming increasingly homogenised? Is ‘loss of cultural variation’ a concern? What are the issues around measurement of the global consumer?
  • Cross-cultural customer research – methodological issues, such as how the question of applying sociological, group-level measures to psychological, individual-level phenomenon should be resolved in consumer and market research; advertising in a multicultural context; socialization processes; and any other relevant issues.
  • Globalization vs. localized strategies – How do local and global influences on customer behaviour interact? What is the impact for customer relationship management?
  • Consumer ethics across cultures – How can ethics be understood and measured cross-culturally? How may ethical interpretations and behaviour differ in various consumer markets around the world?
  • Climate change and global warming – How are these going to impact consumption? Can we go on consuming at the rate we do? What are the implications for social responsibility and future marketing thought?

All manuscripts must be submitted in line with the guidelines for the Journal of Marketing Management

Manuscripts should be submitted by the 1st October 2008 to: Dr. Maria Piacentini, Marketing Department, Lancaster University Management School, Lancaster University, Lancaster, LA1 4 XY, Tel: (+44) 01524 592399, Email: m.piacentini@lancaster.ac.uk.