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CALL FOR PAPERS
The Journal of Global Marketing

Special Issue on:
Ethical and Social Issues in Global Marketing

Submission Deadline: November 30th, 2009

Following the increase in the discoveries of corporate scandals in developed and developing countries, there has been a rapid growth in the concern of ethical and socially responsible business behavior over the past two decades. Besides business ethics, business organizations have been urged to take account of human and labor rights, environmental protection and anti-corruption. The World Business Council for Sustainable Development (WBCSD) has taken many initiatives to advance public’s concern about energy, climate, environment, sustainability and corporate responsibility. Socially responsible consumption is increasing and many global companies have involved in activities related to corporate social responsibility (CSR) and cause-related marketing. In fact, the International Organization for Standardization (ISO) is going to develop a guidance standard on social responsibility, known as ISO 26000 in the near future. The new ÂÜÀòÉç¹ÙÍø’s definition of marketing has shown a strengthened focus on the well-being of society and non-profit organizations as well.

Consumer attitudes toward ethical and socially responsible companies are largely positive. Previous research has shown that there is a positive relationship between corporate social performance and corporate financial performance. Accordingly, a global firm may tend to position itself as a socially responsible company and try to enhance its brand image. However, what would be the consumer responses to CSR initiatives at different contexts or scenarios? Is it important to have a high level of fit between the corporate brand and the social cause? What would be the appropriate marketing communication strategy for CSR initiatives? Are there any differences between the developed and developing countries in consumer attitudes toward corporate social performance or cause-related marketing? Is it particular critical for global firms to build upon a socially responsible corporate or brand image in emerging markets like China, India, Mexico and Vietnam in which a lower level of morality and social norms is expected? This special issue aims to address the contemporary ethical and social issues for marketing in the global marketplace. It will focus on ethical marketing, marketing social responsibility, CSR initiatives for global firms and their differences between developed and developing countries. Topics that may provide an appropriate focus include (but are not necessarily limited to):

• Global perspective on ethical and socially responsible marketing
• Consumer perception and attitudes toward CSR initiatives
• CSR and international marketing strategy
• CSR and responsible environmental behavior
• Cause-related marketing and its role on corporate financial performance
• Building of socially responsible brands in developed and developing countries
• Ethical and green marketing for global organizations
• Effective marketing communication for social responsibility
• Ethical marketing and its impact on sustainable competitive advantage
• Stakeholder management theory and its application on CSR
• Social entrepreneurship and the collaboration between global firms and non-profit organizations
• Social responsibility and ethics in global marketing
• Social advertising and persuasion knowledge
• Social marketing and the challenges faced by global firms, particularly wine and tobacco companies

The Journal of Global Marketing is a quarterly publication under the editorship of Erdener Kaynak and it is published by Taylor & Francis Group of London, Philadelphia, and Melbourne. The deadline for submission is November 30th, 2009. This special issue is scheduled to be published in June 2010. Manuscripts should be submitted electronically to the Journal of Global Marketing Special Issue Editor. You may access the journal information and author guidelines at Questions and suggestions can be directed to Dr. Patrick Poon, Department of Marketing and International Business, Lingnan University, Tuen Mun, New Territories, Hong Kong, PRC. E-mail: patpoon@Ln.edu.hk Tel: +852-26168235 Fax: +852-24673

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