Call for Papers
SOCIETY FOR GLOBAL BUSINESS & ECONOMIC DEVELOPMENT
The 5th International Research Symposium (2015)
Nanjing, China
Theme: Building and Promoting Brands in Emerging Markets
Hosted by: Nanjing University of Finance & Economics
Co-Organized by: Nanjing University of Finance & Economics
Society for Global Business & Economic Development
China Business Centre, Hong Kong Polytechnic University
Date: December 10-12, 2015
Venue: Nanjing University of Finance & Economics, Nanjing, China
Conference website: http://yxwl.njue.edu.cn
Nature and Scope of the Symposium
The impressive growth in national economy and rapid increase in disposable income of the consumers in many developing countries not
only created opportunities to local companies but also triggered multinational firms’ interest in introducing their brands there. The
shrinking economy in developed Western countries since the financial tsunami has accelerated this international process. Emerging
markets have thus become an important part of the global economy and a promising ground for local and multi-national corporations’
future growth and the battle ground for brands of all origins.
To be successful in the global market, global brand players must be able to capitalize on the mindset of local customers and the
opportunities created by the unique driving forces of each local market. This requires a thorough understanding of both brand learning
and buying behavior of local customers and the idiosyncrasies of business context in different parts of the globe.
Inadequate product and brand knowledge, cultural diversity, unique institutional factors, and less developed communication
infrastructure are major characteristics of emerging markets that may have significant impact on local consumers’ brand buying behavior
and firms’ brand building and management behavior. In addition, in line with technology development, shopping online via PC or mobile
devices has become the trend in emerging countries and greatly changed customers’ information searching and buying behavior. Online
platforms also provide customers a place to search brand information and share opinions towards brands among netizens. How to
integrate online and offline channels is crucial for the delivery of the desired brand experience to customers and the development of a
high-quality brand-customer relationship. To achieve so, firms need to ensure quick access to their brands information, engage customers
to enrich brand experience to enhance brand love and provoke positive emotional responses, and monitor customer online feedbacks.
On the other hand, some firms in emerging countries have been growing rapidly and recently have expanded their operations overseas.
Being new players in the global market, how to grow their brands overseas hinges on the firms’ organizational learning abilities that will
result in improvement in new brand management capabilities and knowledge of brand buying behavior of customers in overseas markets.
Key Presentations: There will be eight presentations by marketing and brand management scholars from the States, the UK, Canada, China, Australia,
and South America and Chief Editor of Psychology & Marketing and European Journal of Marketing. The topics fall into the following research streams:
measurement and management of brand equity, innovation and branding, building global brands for indigenous Chinese MNE, global branding -paradox and
imperatives, social media and effective branding, and global brand strategy of emerging market firms.
This symposium aims to bring out some of these brand-related issues, which characterize the current brand management practice in
emerging market and have profound strategic and implementation implications to international marketers, from both management and
customer perspective. It welcomes professional researchers from academia and entrepreneurs from industry to submit papers to share
points of views, knowledge, experiences and scientific results related to a number of building and management issues in emerging
countries. We welcome submissions addressing a broad range of brand strategy and management topics from both theoretical and
empirical perspectives, particularly interested in the following topics:
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Methodological and measurement issues in branding research in emerging markets
Use of market-asset based metrics to assess brand equity in developing markets
Customer perceived value, brand image, and brand equity in developing markets
Integration of online and offline communication/channels and impact on brand experience and perceived value of the brand
Customer buying behavior in PC-based online-shopping versus mobile-device-based online-shopping
Customer experience measurements in emerging markets
Develop brand community and build customer loyalty in emerging markets
Managing brand equity for different constituencies (consumers, distributors, governmental organizations, facilitating agents, and
analysts)
Marketing communications and brand development and management
Market dynamics and brand extension strategies in emerging countries
The role of habit and inertia in service consumption in emerging markets?
Institutional factors and brand management practice in emerging markets?
Potential effect of country-of-origin versus localization of production on brand perception and buying behavior
Characteristics of brand adoption behavior of customers in emerging markets
Potential impact of the use of brand signals like brand image and self on brand buying behavior and brand-consumer relationships
Engagement of customers to co-create the values of a goods/service brand in emerging markets?
Training and managing frontline service personnel to support the firm’s brand strategy?
Effective use of external partners to develop and implement branding activities and co-deliver the promised brand experience/values
in emerging markets
Use of big data for formulation of brand strategy and monitoring of brand management activities
Characteristics of the multi-media and multi-channel environment in emerging markets and the role of social media in brand
perception, building brand knowledge, brand evaluation, and developing brand-customer relationships
What marketing and business actions will be more effective in dealing with counterfeit brands?
Types of brand management capabilities/skills are particularly relevant and important for the development and management of strong
goods/service brand in emerging countries
The tangible elements of emerging market brands that are more or less likely to be accepted by consumers in developed countries
Use of national identity and cultural heritage firms from emerging markets to introduce goods/service brands to global market
Relationship between local firms’ internationalization/globalization process and the development of global brands
The effect of “going global” on local consumers’ brand perceptions at both corporate and service brand level and brand equity
The organizational processes that help achieve maximum marketing integration to facilitate global branding activities
Abstract and Paper Submissions
Abstracts should not exceed 300 words and should clearly define the topic, academic and/or management contributions and indicate the
presenting author. All abstracts should be submitted no later than October 25, 2015. Notification of acceptance will be October 31, 2015.
Once the abstract is accepted, the author(s) should submit the final paper on or before November 25, 2015. The length of a full paper
should not exceed 8000 words. The presenting author of an accepted paper must register for the symposium and pay the registration fee
no later than Monday, November 30, 2015.
Authors can submit abstracts to either the Symposium Chair (sherriff.luk@polyu.edu.hk or 9720150001@njue.edu.cn) or to the Area
Co-ordinator. Each abstract must include contact information for all authors: full name, affiliation, e-mail address and correspondence
address.
Authors should visit the Instructions for Contributors of the symposium website for the format of their papers for final submission.
At least one author who will register for the symposium will appear at the Symposium to present their work.
Publication Potential in Journals (subject to confirmation)
High quality papers will be recommended to the Special Issue on Cultural and Psychological Factors and Effective Service Branding
Strategies in Emerging Markets to be published in Psychology & Marketing. Besides. Another reputable journal is considering to select
quality papers from the Symposium in their Special Issue on Brand Management Capabilities and Effective Branding in Emerging
Countries.
Registration
Early Registration: October 31, 2015
Regular Registration: November 1 to 30, 2015
Faculty
USD250.00
USD300.00
Students
USD120.00
USD120.00
The registration fee covers symposium proceedings CD, Welcome Dinner, a lunch, tea-break and a city tour. After registration, the
participant is also entitled to attend the pre-symposium international conference on Effective Brand Management with presentations of
practical value on December 9, 2015.
All payments have to be made to the following account:
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Account holder: LIVE S.R.L.
P.le Martelli n.8
60121 Ancona (AN) – ITALY
IBAN: IT 61 O 03015 03200 000003499261
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BIC/SWIFT (Riceiving Bank): UNCRITMM
BIC/SWIFT (Beneficiary Bank): FEBIITM1
Refund Policy
Whole refund, if request is received by November 28, 2015. No refund after that date. Refund payment will be charged by a deduction of
USD 80.00 for administrative costs.
At least one of the authors of a paper submitted for the conference must register by November 27, 2015, for the paper to be included in the
program and in conference proceedings.
Accommodation
Four hotels are for participants to choose: Sofitel Nanjing Zhongshan Golf Resort (5-star), Jiangsu Sports Bureau Training Centre Hotel
(4-star), Xianlin Hotel (3-Star), and the 3-star Guests Hotel at the campus of Nanjing University of Finance & Economics. Room rate is
from USD45.00 to USD130.00.
About Nanjing
Nanjing is the capital of Jiangsu Province with a population around 10 million and a major economic center in eastern China. It has a history
of 2500 years and is one of the Four Ancient Capitals of China. It served as the capital city of up to ten dynasties in ancient Chinese history
and is rich in cultural heritage. Nanjing is a garden city integrating mountains, rivers, lakes, city wall and forests.
The city is well connected with a number of major urban cities with an efficient high-speed train network, including Shanghai, Wuhan,
Suzhou, Hangzhou, Hefei … and so on. It is one of the six talent cities (in terms of number of universities and graduates) in China.
Company visits
Participants can organize their trips to visit different cities in China as they wish. However, Nanjing University of Finance & Economics
will organize a free one-day company visit and city tour in Nanjing for all participants. Besides, the university also organizes another
one-day trip to a neighboring city, Yangzhou, which is approximately 100km to Nanjing at a cost USD60.00 per person. Yangzhou is an
ecologically friendly and environmentally beautiful city and also has a history over 2000 years. Its well-known and distinctive cultural
activities include Yangzhou storytelling, Qingqu, paper cutting, , jade carving, and block printing.
Overview of the Deadlines
September 21, 2015
October 12, 2015
October 1, 2015
November 13, 2015
November 27, 2015
Submission deadline for abstracts
Acceptance notification
Symposium registration opens
Last date for submission of final papers
Last date for registration
December 10 & 11, 2015
Symposium date
Conference Secretariat
School of Marketing & Logistics Management, Nanjing University of Finance & Economics, Nanjing, China
Host Coordinator
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Prof. Sherriff T. K. LUK, School of Marketing & Logistics Management, Nanjing University of Finance & Economics, Nanjing,
China
Prof. Jinghui Tao, Associate Dean, School of Marketing & Logistics Management, Nanjing University of Finance & Economics,
Nanjing, China
SGBED Coordinators
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Prof. C. Jayachandran, Professor of Marketing & International Business, School of Business, Montclair State University, NJ 07043
& President, SGBED
Emeritus Professor Samir Ranjan Chatterjee, Curtin University & Chair, Board of Governors, SGBED
Conference Organizing Committee
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Chair: Prof. Xuefeng Song, President, Nanjing University of Finance & Economics
Vice Chair: Prof. Jun Qiao, Vice President, Nanjing University of Finance & Economics
Prof. Huafang Yin, Dean, School of Business Administration, Nanjing University of Finance & Economics
Prof. Zhihua Wu, Associate Dean, College of Marketing & Logistics Management, Nanjing University of Finance & Economics
Prof. Jinghui Tao, Associate Dean, College of Marketing & Logistics Management, Nanjing University of Finance & Economics
Prof. Sherriff T. K. Luk, School of Marketing & Logistics Management, Nanjing University of Finance & Economics
Prof. Weifu Zhang, Director, Scientific Research Office, Nanjing University of Finance & Economics
Associate Prof. Neng Huang, Director, Office of International Cooperation and Exchanges, Nanjing University of Finance &
Economics
Prof. Yan Jiang, Deputy Director, Scientific Research Office, Nanjing University of Finance & Economics
Prof. C. Jayachandran, Professor of Marketing & International Business, School of Business, Montclair State University, NJ 07043
& President, SGBED
Prof. Yam B. Limbu, Associate Professor of Marketing, School of Business, Montclair State University, NJ 07043 & Vice President,
SGBED
Co-chairs
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Prof. Tony Travaglione, Pro-vice Chancellor, Curtin University & Executive Dean of the School of Business, Perth, Australia
Prof. Ramon Noguera , EADA School of Business, Barcelona, Spain
Prof. Dusan Soltes, Faculty of Management, Comenius University, Slovakia
Prof. Vishnuprasad Nagadevara, Adjunct Professor, Indian Institute of Management Bangalore
Prof. Vesa Routamaa, Dept. of Management, University of Vaasa, Finland
Prof. Sherriff T.K Luk, School of Marketing and Logistics Management, Nanjing University of Finance & Economics, China
Prof. Nitin Sanghavi, Professor, Manchester Business School, UK
Prof. Vasant H. Raval, Professor of Accounting, Heider College of Business, Creighton University, USA
Prof. Jose Sanchez Gutierrez, Dept. of Marketing, University of Guadalajara, Mexico
Prof. Harald Kupfer, Prof. & Scientific Director of Studies, FOM University, Germany
Prof. Johan de Jager, Research Professor, Tshwane University of Technology, South Africa
Prof. Pawel Kawa, Vice Rector for Scientific Research, Cracow School of Banking and Management, Poland
Prof. Thomas M. H. Chan, Director, China Business Centre, Hong Kong Polytechnic University, Hong Kong
AREA
COORDINATORS
Australia
Central Asia
Greater China Region
Macao
Dr. Alan Nankervis
Professor of HRM, School of
Management,
Curtin Business School
Curtin University of Technology,
Perth, Australia
Email: A.Nankervis@curtin.edu.au
Dr. Jyldyz Aknazarova, Professor
Osh State University
331 Lenin St., Osh, 714000, Kyrgyz
Republic
Tel: 996 777950410
Fax: 996 3222 57558
Email: akjyldyz@mail.ru
Prof. Sherriff. Luk
School of Marketing & Logistics
Management
Nanjing University of Finance &
Economics
Tel: 86-15017968191
852-34003875
Email: 9720150001@njue.edu.cn
or sherriff.luk@polyu.edu.hk
Alessandro Lampo, MBA, PhD(c)
Lecturer at University of Saint Joseph
Email: alessandro.lampo@usj.edu.mo
Indian Sub-Continent
Indonesia
Japan
Malaysia
Dr. Vishnuprasad Nagadevara
Indian Institute of Management
Bangalore
Bannerghatta Road, Bangalore 560
076, India
Tel: 91 80 2699 3144
Fax: 91 80 2658 4050
Email: nagadev@iimb.ernet.in
Dr. Nevi Danila
STIE Malangkucecwara College of
Economics (MCE)
Jl. Terusan Candi Kalasan
Malang, 65142 Indonesia
Tel: 62-341-491813
Fax: 62 341 495619
Mobile: +6281334716329
+6281555600726
Email: nevida@stie-mce.ac.id
Dr. Takao Fujiwara
Professor, Division of Planning and
Management, Dept. of Humanities &
Social Engineering
Toyohashi University of Technology
1-1 Hibarigaoka, Tenpaku Toyohashi,
Aichi 441-8580, Japan
Tel: 81 532 44 6946
Fax: 81 532 44 6947
Email: fujiwara@hse.tut.ac.jp
Dr. Juhary Ali,
Dean School of Management, Asia
e-University
Putra World Trade Center, JIn Tun
Asmail
50480 Kuala Lumpur, Malaysia
Tel: 60 2616 8909
Fax: 60 326910391
Dr. Vasanthi Srinivasan
Indian Institute of Management
Bannerghatta Road
Bangalore, India
New Zealand
South Korea
Singapore
Thailand & Vietnam
Dr. Vasanthi Peter
School of Business, Open Polytechnic
Kuratini Tuwhera
3 Cleary Street, Waterloo
Private Bag 31914, Lower Hutt 5040
Tel: +64 4 9135767
0508 650200
ext:5767
Fax: +64 4 9135948
Email:Vasanthi.peter@openpolytechnic
Dr. Namjae Cho
Director, Digital Business &
Management Center, Chairman,
Department of Bus Administration
Hanyang University
Seong-Dong, Hang-Dang #17 Seoul,
Korea 133-791
Tel: 82 2 2220 1058
Fax: 82 2 2292 3195
Email: njcho@hanyang.ac.kr
Dr. Sudhi Seshadri
Associate Professor of Marketing
Practice
Lee Kong Chian School of Business
Singapore Management University
50 Stamford Rd, Singapore 178899
Tel : 68280761
Fax : 68280777
Email: sudhi@smu.edu.sg
Dr. Sununta Siengthai
Associate Professor of HRM/Industrial
Relations
School of Management,
Asian Institute of Technology
P.O. Box 4, Klong Luang,
Pathumthani 12120
Tel: (662)-524-5661
Fax: (662)-524-5667
Email: s.siengthai@ait.asia
Mexico, Central, & South
America
Mexico
The Americas
USA
Canada
.ac.nz
Africa
Dr. Johan de Jager
Research Professor
Tshwane University of Technology
Private Bag X680, Pretoria 0001, South
Africa
Tel: 27 12 382 5627
Fax: 27 12 382 5627
Email: dejagerjw@tut.ac.za
Congo and Central Africa
Romain Kabongo Tchissens, PhD.
Professor in Marketing and
Management
Faculty of Economics and Management
Pedagogic University of Kinshasa
Democratic Republic of the Congo
Tel: +243 081 5099323
Email: romain.kabongo@yahoo.fr
Dubai & the Middle East
Dr. Gouher Ahmed
Associate Professor of Strategy &
International Business
College of Business Studies
Al Ghurair University | PO Box 37374
Dubai | UAE.
Tel: 97144200223 Ext: 323 | Fax:
97144200224
Mobile: 971508367165
Email: gouher@agu.ac.ae
Europe & Russia
Finland, Estonia, Norway,
Sweden & Denmark
Vesa Routamaa
Professor of Management and
Organization
Dept. of Management University of
Vaasa
P.O. Box 700, FI-65101 Vaasa, Finland
Tel: 358 29 449 8462;
358 50 552 9696
Fax: 358 6 317 5210
Email: vmr@uwasa.fi
Dr. José Sánchez-Gutiérrez
Jefe del Departamento de
Mercadotecnia y Negocios
Internacionales
Centro Universitario de Ciencias
Económico Administrativas U de G.
Presidente de la Red Internacional de
Investigadores en Competitividad
Periférico Norte 799 Edificio G-306
Zapopan, Jalisco C.P. 45100
Tel y fax: (33) 3770 3343
Email: jsanchez@cucea.udg.mx
Prof. Ricardo Arechavala Vargas
IDITpyme - CUCEA
Edificio de Vinculación Empresarial
Periférico Nte. 799
Zapopan, Jalisco, México CP 45150
Phone: (52) 33 3770 3499 X 25509
Email: yukoneagle2@yahoo.com
Brazil
Prof. Mario Henrique Ogasavara
Professor in International Business
Strategy and Innovation
Master and Doctoral Program in
International Management
ESPM (Escola Superior de
Propaganda e Marketing), Sao Paulo,
Brazil
Tel: +55 11 5085-4689
Email: mario.ogasavara@espm.br
Dr. Yam B. Limbu
Assistant Professor of Marketing
School of Business, Montclair State
University
1 Normal Avenue, Montclair, NJ,
USA
Tel: 973 655 3361; Fax: 973 655
7673
Email: limbuy@mail.montclair.edu
Dr. Philip LeBel
Professor Emeritus,
Montclair State University, School of
Business (PA449)
1 Normal Avenue
Tel: 973 655 7464; Fax: 973 655
7715
Email: lebelp@mail.montclair.edu
Dr. Bernard M. Wolf
Director, International Business
Designation
Professor Emeritus of Economics and
International Business
Schulich School of Business, York
University
4700 Keele Street, Toronto, ON,
Canada M3J 1P3
Tel: 416-736-2100, ext. 77933 or
416-736-5067 (ECON)
Fax: 416-736-5687
Email: bwolf@schulich.yorku.ca
Dr. Sivakumar Venkataramany
Professor of International Business
Suite 223, Dauch College of Business
and Economics
Ashland University
401, College Avenue
Ashland, OH 44805USA
Phone: (001) 419-289-5956
Fax: (001) 419-289-5910
Email: svenkata@ashland.edu
Prof. Vasant H. Raval,
Professor of Accounting
Heider College of Business
Creighton University
Omaha, Nebraska, 68178
Ph: 402 280 5518
Fax: 402 280 5565
Email:vasantraval@creighton.edu
Germany
Italy
Slovak Republic
Harald Kupfer
Professor and Scientific Director of
Studies FOM University of Applied
Sciences Nuremberg City Park Center,
Zeltnerstr. 19, 90443 Nuernberg,
Germany
Tel: 49 9187 2212
Fax: 49 9187 2212
Email: harald.kupfer@fom.de
Michela Mason
Department of Economics and
Statistics,
University of Udine
Via Tomadini, 30/A; 33100 UDINE,
Italy
Tel: +39 0432 249 223
Email: michela.mason@uniud.it
Dr. Jan Rudy
Professor and Director, MBA Program
Faculty of Management
Comenius University in Slovakia
P.O.Box 95 820 05 Bratislava 25
Slovak Republic
Tel: 421 2 50117521
Fax; 421 2 50117527
Email: jan.rudy@fm.uniba.sk
Slovenia, Swiss, Lichtenstein
Bosnia and Herzegovina
Štefka Gorenak
Senior Lecturer
Faculty of Commercial and Business
Sciences
Toneta Melive 12
3210 Slovenske Konjice, Slovenia
Tel: 00386 3 57 55 238
00386 3 428 55 59
Mobile: 00386 31 37 77 52
Email: gorenak.stefka@siol.net
Dr. Zuzana Kovacicova,
Comenius University in Bratislava
Faculty of Management
Odbojarov 10
P. O. Box 95
820 05 Bratislava 25
Slovak Republic
Tel: +421 2 50117 477
+421 902 946 511
Email:
zuzana.kovacicova@fm.uniba.sk
AREA
AREA
COORDINATORS
COORDINATORS
Austria
Czech Republic
United Kingdom & Holland
Spain, Portugal & France
Christian Stadlmann
Professor of Sales Management and
Marketing
Faculty of Management
University of Applied Sciences Upper
Austria
Wehrgrabengasse 1-3
4400 Steyr/Austria
Tel.: +43 (0)50804-33512
Email: christian.stadlmann@fh-steyr.at
Pavel Štrach
Vice-Rector for International
Relations
ŠKODA AUTO UNIVERSITY
Na Karmeli 1457 ǀ 293 01 Mladá
Boleslav ǀ Czech Republic
T: +420 326 8 23035
F: +420 326 8 23113
Email: pavel.strach@savs.cz
Nitin Sanghavi
Professor of Retail Marketing &
Strategy Manchester Business
School
Booth Street West, Manchester
M15 6PB, UK
Tel: 44 161 275 6481
Fax: 44 161 275 65 42
Email: nitin.sanghavi@mbs.ac.uk
Ramon Noguera
Academic Dean, EADA Business
School
C/Aragon, 204, 08011, Barcelona,
Spain
Tel: 34 934 520 844-118
Email: rnoguera@eada.edu
Romania
Oskar Kayasan
Professor of International Strategy
Director: European Research
Centre
45 Russell Square
London WC1B 4JP
Mob: +44 7900865025
Fax: +44 20 79074609
Email:oskarkay@gmail.com
(FH) Mag. Andreas Zehetner
Vice President International Affairs
Professor of Marketing
University of Applied Sciences Upper
Austria
Wehrgrabengasse 1-3
4400 Steyr/Austria
Tel.: +43 (0)50804-33511
Email: andreas.zehetner@fh-steyr.at
Poland
Paweł Kawa
Vice-Rector for Scientific Research
Cracow School of Banking and
Management
Al. Kijowska 14
30-079 Cracow -Poland
Email: kawap@wszib.krakow.pl
Marcin Skurczynski
University of Gdansk
Email: marcin.skurczynski@gmail.com
Cezar Scarlat
Director, Doctoral School Entrepreneurship, Business
Engineering and Management
University Politehnica of Bucharest
Splaiul Independentei No. 313,
Sector 6
Bucharest, Romania Tel: +40 722
290760
Email: cezarscarlat@yahoo.com
Tunisia (Maghreb & North
Africa)
Soumendra Kumar Dash
Principal Risk Officer
Financial Management Department
African Development Bank, HQs
BP - 323 - 1002 Tunis Belvedere
Tunis, Tunisia Republic
Mobil Phone +216 27 41 54 72
Email: somendash@gmail.com