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Call for Papers
Journal of World Business Special Issue

Global business management for sustainability and competitiveness: the role of corporate branding, corporate identity and corporate reputation

There is in existence a large body of literature that revolves around the issue of sustainability and competitiveness for managing businesses in the global marketplace. Various authors, researchers and practitioners have, to some extent, addressed key known variables that impact upon an organization’s competitiveness and sustainability worldwide. However, one area of research that has not been addressed extensively is the role of corporate branding, corporate identity and corporate reputation in how organizations construct themselves within the current global environment and its challenges.

To date there are several studies available to researchers that reflect upon these three research constructs individually and some linkages have been established to enhance knowledge in this broad research area. Moreover, the extant literature is more inclined towards a managerial thinking of present market conditions but lacks academic rigour. However, it is interesting to note that this area of research is gaining momentum amongst business and management researchers. At this stage, researchers can play an instrumental role in extending this issue further and guiding practitioners through the next milestone. This endeavour will help companies understand their strategic direction as far as these three research areas are concerned. In order to include a global slant to this thinking, it becomes imperative for academics to understand and examine what organizations and managers are planning for management of future business sustainability and competitiveness.

It is important to emphasize here that there are many enterprises in different parts of the world whose performance is directly associated with the three research areas identified. However, the international business, management and marketing domain lacks the theories that discuss the contributions and criticality of managing corporate branding, corporate identity and corporate reputation of international firms in global markets. This special issue will focus around strong theoretical, methodological and managerial aspects of business processes, thereby giving it a long-term vision for sustainability. Hence, the authors should ensure that the paper submitted addresses the managerial implications of the principles of management and sustainability used to build the theory and provide clear guidelines to practitioners for putting the theories proposed in practice.

The Guest Editors welcome papers with original perspective and advanced thinking linked to these three areas of research. Submissions will be assessed through a double-blind peer review process, and should offer suitable innovative insights based on rigorous and thoughtful conceptualization, literature review, empirical studies and case studies into issues surrounding, but not necessarily limited to the following research arenas:

• Role of corporate branding, corporate identity and corporate reputation in sustaining businesses in highly competitive markets
• Use of new technologies in implementation and management of international corporate branding, corporate identity and corporate reputation strategies
• Methodologies used for corporate brand management at an international platform
• Management of corporate brand extension strategy in the international setting
• Linking corporate brand strategy and business sustainability
• Role of corporate reputation in sustaining the competitiveness of SMEs in emerging markets
• Role of international corporate communications in establishing and managing global corporate identity
• Effect of international branding and local pricing strategy on business competitiveness for management and sustainability
• Transferring and managing corporate brand image and corporate brand associations in the local markets
• Developing foundations for integration of corporate branding as a socio-psychological concept
• Linking corporate brand personality, consumer ethnocentrism and consumer animosity to business management for sustainability
• Criticality of corporate branding and local culture on management and sustainability of businesses
• Corporate brand management as a tool for marketing management strategy across international borders
• Ethical corporate reputation management in international markets

All manuscripts should follow the general author guidelines for Journal of World Business. Manuscripts should not have been previously published or be under consideration by other journals.

Deadline for submission: January 15, 2011

Please submit an electronic copy of your manuscript as a word file attached via an email to the guest editor Dr Suraksha Gupta at: s.gupta@mdx.ac.uk.

Special Issue Editors:

Prof TC Melewar
Zurich University of Applied Sciences
Stadthausstrasse 14
CH-8400 Winterthur Switzerland
tc.melewar@zhaw.ch

Dr Suraksha Gupta
Middlesex University
W109 Williams Building
London NW4 4BT UK
s.gupta@mdx.ac.uk

Prof Michael Czinkota
Georgetown University
402 Hariri Building
USA
CZINKOTM@georgetown.edu

 

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