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6^th EMAC Regional Conference
Marketing Theory Challenges in Emerging Markets
Vienna, Austria, September 16-18, 2015

Call for Papers

We are pleased to inform you that we invite electronic submission of papers, which should be sent in PDF Format, for the 6th EMAC Regional Conference taking place on September 16-18, 2015 in Vienna, Austria

Theme: Convergence and Divergence in the New Europe: Marketing Challenges and Issues

Conference Chairs: Adamantios Diamantopoulos and Udo Wagner, both University of Vienna, Bodo B. Schlegelmilch and Arnold Schuh, both WU Vienna

Submission Deadline: April 20, 2015 (23:59 CET Time)

Conference Website:

The economic growth model for the transitional economies in Central and Eastern Europe (CEE) was based on a quick integration into EU Markets; consumer behavior and marketing infrastructure would follow suit, finally creating a large homogenous European market. However, international marketers are still faced with country-specific differences in consumer demand, local competition, and retail structures challenging the assumed convergence model. The Great Recession of 2008-09 did halt the economic catching-up process and again increased divergence. Shrinking disposable household incomes in CEE led to an increasing price-orientation and a widening of the bottom of the market pyramid. Discounters and low-price competitors from CEE, Turkey and Asia benefit from this situation. Multinationals following pan-European strategies have to make a balancing act to deal with these divergent developments.

Paper Submission

We invite papers dealing with marketing issues in the transitional markets of the New Europe. This includes papers on marketing management, strategic marketing, buying behavior, the marketing-mix, marketing organization, B-2-B marketing, marketing and the environment and marketing and corporate social responsibility. Both conceptual papers and empirical studies are eligible.

Authors may submit more than one paper, but only one can be accepted as first author.
However this author can be co-author of other submitted papers.

For multiple submissions:
– Submit one paper with you as a first author
– Submit the other paper with you as named second/third etc., co-author.

This EMAC policy implies that an author can submit and present only one paper.

Acceptance of a paper implies that at least one of the authors must attend the conference and present the paper.

After the submission deadline, no revised version of papers will be accepted. The paper submitted is the final paper considered for the conference.

Format & Process

• NO AUTHOR INFORMATION on any page of the paper, as papers will be double BLIND reviewed.
• All papers are limited to seven pages (including cover / title page, and references tables and figures). Any paper exceeding the specified limit will not be included in the review process.
• Papers must show a clear indication of the purpose of the research, research method, major results, implications and key references.
• In preparing your paper please make sure that you follow the guidelines for referencing set out in the .

Papers will be evaluated through a double blind-review process and authors will be notified of acceptance / rejection by mid June 2015.

Please make sure to read carefully the submission guidelines before submitting your paper.

Submissions should be done on-line on the  no later than April 20, 2015 (23:59 CET Time).

A full set of guidelines can be found  under the Paper submission section.

We are looking forward to your submissions.

Adamantios Diamantopoulos, Bodo B. Schlegelmilch, Arnold Schuh and Udo Wagner
WU Vienna and University of Vienna
EMAC Regional Conference Chairs

Anne-Laure Marteaux
EMAC Executive Secretary