ÂÜÀòÉç¹ÙÍø

BRAND CREATION AND MANAGEMENT IN, TO AND FROM EMERGING MARKETS

Industrial Marketing Management
Special Issue Call for Papers

The aim of this special issue is to advance our comprehension of corporate industrial (B2B) brand creation and management in, to and from emerging markets and to identify the opportunities, challenges and differences relating to the above. The Guest Editors are interested in manuscripts which focus on corporate industrial brands originating in emerging markets; international corporate industrial brands which enter emerging markets and/or on industrial brands from emerging markets which have become global in scope. Papers that discuss corporate brands from a traditional form of collectivization and community in an industrial context are also welcome. Priority will be given to papers which focus particularly on corporate marketing of industrial brands perspectives per se. We are especially interested in articles which focus on identification and management of industrial brand related subsistence of corporations that target smaller firms for their survival. Articles which focus on theories that reflect on challenges of industrial brand management in emerging markets by virtue of the potential the market provides to businesses while generating revenue or creating subsistence for corporate industrial brands which are targeted at by groups of local firms, and relational networks and regional communities in industrial markets via inter organizational collaboration and openness will also be considered. We are also interested in the ethical, CSR and green aspects of role played by business-to-business segment of international corporate brands in emerging markets.

While we are particularly interested in the BRICS nations vis-à-vis emerging markets (Brazil, Russia, India, China and South Africa) we also welcome articles which focus on other emerging markets in Asia, Africa and South America among others. We are particularly interested in papers which make a theoretical and/or make a normative contribution to this territory of knowledge. In terms of methodological approach, we do not prefer any particular research methodology and welcome articles which are variously informed by quantitative, qualitative and case study research etc. The Guest Editors also welcome conceptual papers and literature reviews which are seminal in nature. In addition, aim of this special issue is to establish how corporate industrial brands and their management are similar or differ from, in and or across emerging markets, vis-à-vis the more established approaches utilized by the major developed countries of the world. With this in mind, papers can focus on the nature of corporate brand capabilities; brand communities and brand management strategies from a business-to-business perspective. Articles may, for instance, focus on luxury or heritage from institutional or b2b aspect of industrial branding when used as the value proposition offered by a corporate industrial brand in emerging markets. Recommended topics are as follows:

• Key relationship between industrial branding theories and emerging markets,
• Branding for business-to-business and institutional customers in emerging markets
• Interdisciplinary business models of entrepreneurial and industrial networks
• Application of interdisciplinary research for corporate branding in emerging markets
• Innovative branding strategies for industrial brands in emerging markets
• Brand community building strategies for industrial brands
• Linkage between industrial branding, brand community, entrepreneurship, marketing innovation and economic growth
• Brand communities in, from and to emerging markets beyond the traditional approaches to corporate industrial branding
• Measurement of brand communities
• Role of time and processes in successful management of an industrial brand
• Managing and protecting industrial brand rights in emerging markets
• Concerns, issues and challenges faced by industrial brands in emerging markets.
• Image, personality and identity of corporate industrial brands in business-to-business networks of emerging markets
• Regulatory, social, and ethical challenges faced by corporate industrial brands in emerging markets

Guest editors invite authors to submit imaginative and interesting but relevant papers that may not necessarily fit in the areas listed above but are highly relevant to the theme of the special issue. Manuscripts should comply with the quality, format and editorial policy of the journal. Manuscripts can be submitted electronically as a MSWord attachment to the guest editor with a copy to the editor. In the first instance all papers will be desk reviewed by the Guest Editors. Subsequent to this, manuscripts will undergo a double-blind peer review process. It is a requirement that papers being submitted have not been published or are being considered for publication at another journal; your cover letter must state that the paper is in conformance with this requirement.

Submission deadline: May 1, 2014. Send your paper and cover letter as MSWord attachments to the guest editors with a copy to the IMM Editor.

Guest Editors

Dr Suraksha Gupta, Brunel Business School , suraksha.gupta@gmail.com
Professor John M.T. Balmer, Brunel Business School, john.balmer@brunel.ac.uk
Associate Professor Low Koon Haut, Monash University, brian.low@monash.edu
IMM Editor, Peter LaPlaca, plaplaca@journalimm.com

References

Balmer, J. M. (2001). Corporate identity, corporate branding and corporate marketing-seeing through the fog. European Journal of Marketing, 35(3/4), 248-291.

Gupta, S., Melewar, T. C., & Bourlakis, M. (2010). Transfer of brand knowledge in business-to-business markets: a qualitative study. Journal of Business & Industrial Marketing, 25(5), 395-403.

Low, B. (2007), “Huawei Technologies Corporation: From Local Dominance to Global Challenge?” Journal of Business and Industrial Marketing, Vol. 22, No. 2, pp. 148-144

Zaglia, M. (2013). Brand communities embedded in social networks. Journal of Business Research, 66, pp. 216-233.

---

The Hardware and Software Behind ELMAR Is Paid for with ÂÜÀòÉç¹ÙÍø Dues Please Support ELMAR by or renewing your membership