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Conference Title: Research on National Brand & Private Label Marketing – International Conference

Conference Dates and Venue: June 24th-26th, 2015, Barcelona, Spain.

Deadline for paper submission: January 15th, 2015

Conference Chairs: Francisco J. Martínez-López (University of Granada, Spain; Open University of Catalonia, Barcelona, Spain), Juan Carlos Gázquez-Abad (University of Almería, Spain) and Raj Sethuraman (SMU Cox School of Business, Texas, USA)

Conference Review Board (alphabetical order): Nawel Amrouche, Long Island University (USA); Chris Baumann, Macquarie University (Australia); José J. Beristain, University of the Basque Country (Spain); Enrique Bigné, University of Valencia (Spain); James Brown, West Virginia University (USA); Cristina Calvo-Porral, University of La Coruña (Spain); Ioannis E. Chaniotakis, University of the Aegean (Greece); Liwen (Brandon) Chen, City University of Hong Kong (China); Alexander Chernev, Northwestern University (USA); Chan Choi, Rutgers Business School (USA); Gérard Cliquet, Université de Rennes 1 (France); Giuseppe Colangelo, Catholic University of Milan (Italy); Ronald W. Cotterill, University of Connecticut (USA); Barbara Deleersnyder, Tilburg University (Netherlands); John Dawes, University of South Australia (Australia); Charles Gengler, City University of New York (USA); J. Tomas Gomez-Arias, Saint Mary’s College of California (USA); Oscar González-Benito, University of Salamanca (Spain); Csilla Horváth, Radboud University (The Netherlands); Eugene Jones, The Ohio State University (USA); Robert Paul Jones, The University of Texas at Tyler (USA); Lien Lamey, Katholieke Universiteit Leuven (Belgium); Mercedes Martos-Partal, University of Salamanca (Spain); Sebastián Molinillo Jiménez, University of Malaga, Spain; Dirk Morschett, University of Fribourg (Switzerland); Martin Natter, Goethe University Frankfurt am Main (Germany); Magdalena Nenycz-Thiel, University of South Australia (Australia); Nicoletta Occhiocupo, Oxford Brookes University (UK); Michael Pepe, Siena College (USA); William P. Putsis, University of North Carolina at Chapel Hill (USA); Natalia Rubio-Benito, Autonomous University of Madrid (Spain); Hanna Schramm-Klein, University of Siegen (Germany); Fiona Scott Morton, Yale University (USA); Randall Shannon, Mahidol University (Thailand); Ian Clark Sinapuelas, San Francisco State University (USA); Jay I. Sinha, Temple University (USA); Yaron Timmor, Arison School of Business (Israel); Rodolfo Vázquez-Casielles, University of Oviedo (Spain); Gianfranco Walsh, Friedrich Schiller University of Jena (Germany); María Jesús Yagüe Guillén, Autonomous University of Madrid (Spain); Jie Zhang, University of Maryland (USA); Cristina Ziliani, University of Parma (Italy); Pilar Zorrilla, University of the Basque Country (Spain).

Conference Sponsors: This conference is sponsored by several institutions: Foundation Ramón Areces (sponsored by El Corte Inglés Company), the most important retailing-related foundation in Spain; IRI Spain; and the Spanish Association of Commercial Codification (AECOC).

Conference Publication: Conference papers will be published as a conference proceedings book by the prestigious publisher – Springer. Conference papers will also be accessible online through Springer’s online platform, for quick and effective dissemination of the conference participant’s research work.

Finally, Journal of Retailing has agreed to entertain selected papers presented at the conference for review according to standard JR review procedures and possible publication in a special section on National Brand and Private Labels Research in a 2016-17 issue of the Journal of Retailing.

Call for Papers: After years of slow growth and even decline during the economic recession, the Fast Moving Consumer goods (FMCG) industry is recovering in many nations around the world, though the pace of such recovery varies across countries. Whether the recovery is slow or fast, it appears consumer shopping behavior and thus market dynamics has changed significantly and in some ways permanently. In particular, consumers have become more value driven, seek more information from a variety of sources, participate in multi-channel shopping, and are becoming increasingly harder to find, engage and please! In the process, consumers’ preferences for private labels and national brands have changed.

Retailers and manufacturers are trying to cope with this changed environment in many ways. They are finding that price wars are unsustainable for either of them and even for the consumer, if the quality is not right. They are trying to build partnerships with each other to engage and better serve their target consumers. As the economy turns around the corner, they have to think outside the box, refine traditional marketing approaches and explore new ways to market national brands and private labels so that the right portfolio of brands are available at the right time in the right channel at the right price.

This conference is focused on the post-recession marketing of national brands and store brands.

This second international research conference on advances in NB-PL marketing invites papers on a wide range of topics related to marketing of national brands and private labels. Some specific topics are, but not limited to, the following:

• Addressing assortment from a shopping basket perspective
• Optimizing assortment range at different levels (locally, regionally, nationally)
• Delisting national brands and the effects on the distribution channel relationship.
• Mix of national brands and PLs in retailers’ assortments.
• Assortment decisions in times of economic crisis and eventual recovery.
• Sharing information for building the ‘right assortment’
• Retailers investing in their own manufacturing capacity
• Local vs. global: getting closer to consumers
• Price, promotion and shelf-placement decisions for retailers’ brand portfolios
• Optimizing shelf-space distribution between national brands and PLs
• Developing a ‘modern’ PL tiered strategy including new-value and super-premium PL ranges
• Product Innovation decisions for national brands and PLs
• Retailers starting to use promotions with PLs
• Recent food and non-food strategies for national brands and PLs
• Dual branding by national brands
• Developing new retailing formats for marketing national brands and PLs

In order to submit a paper to the NB-PL 2015 main track you must register as an author at the conference management system (Easychair):

All papers must be formatted according to a Springer template provided, with a maximum of 8 pages in length, including figures and references. All proposed papers must be submitted in electronic form (PDF format) through the conference management system.

Important Dates:

• Conference Paper Submission date: January 15th 2015
• Authors Notification date: February 10th 2015
• Accepted Papers camera-ready: March 16th 2015
• Conference Dates: June 24th-26th, 2015

For further information and updates, please check the conference’s website:

We really look forward to meeting you in Barcelona and having a great time, sharing ideas and experiences in an amiable gathering.

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