Mini Track on Branding From Emerging Countries: A Shifting Paradigm

The 13th International Conference on Business Excellence
Sustainable Business Models and Innovation in the Knowledge Economy

“On the free market, everyone earns according to his productive value in satisfying consumer desires. Under statist distribution, everyone earns in proportion to the amount he can plunder from the producers.” – Murray N. Rothbard

21-22 March 2019, Bucharest, Romania

Mini Track Chairs:

Claude Chailan, EM Strasbourg Business School, France

Tănase Stamule,The Bucharest University of Economic Studies, Romania

“On the free market, everyone earns according to his productive value in satisfying consumer desires. Under statist distribution, everyone earns in proportion to the amount he can plunder from the producers.” – Murray N. Rothbard

While international brand management was largely focused on the cultural and institutional differences, there has been a remarkable economic growth in emerging markets that is impacting the approach to branding as business firms reach out to potential customers both locally and globally.

The traditional approach to global vs local brands is no longer sufficient to address the branding issues in emerging markets. In particular companies need to take a new look at the emergence of strong emerging markets-rooted brands.

There is already a considerable amount of research on international branding policies both in and from developed country companies. However, the specific brand options stemming from emerging countries and emerging countries’ companies have not yet been widely studied in the literature. Studies on these firms and countries brands’ strategies and bands power are still in their infancy. A view through the lens of emerging countries may thus provide relevant new insights on brand management

Against this background, this track aims to address the paucity of research that currently exists in this area. In particular, the track will cover the emerging theories and new insights into emerging and cutting-edge issues in branding from emerging countries and highlight how branding strategies are changing in a globalized economy that is local at the same time.

The purpose of this track is to publish research that contributes to our insights into the relaunch, creation and development of brands from emerging countries.

We welcome both empirical and conceptual research. Papers may use a broad variety of methods, including qualitative methods, surveys, observation, experiments (lab or field).

Potential topics of interest include, but are not limited to, the following topics:

  • The power of local brands: Emerging theoretical frameworks in the context of emerging economies (e.g., BRICS, Eastern European countries, …)
  • Emerging theories on the management of emerging countries’ brands: Staying local, expanding abroad, joining multinational companies brand portfolio
  • Brands from emerging countries, global competitiveness and performance
  • Branding strategy in emerging markets
  • Cultural identity, heritage and emerging countries brands
  • Emerging countries brands, product image and country image
  • Consumer behavior in relation to emerging countries’ brands

Claude Chailan is currently Professor and Programme Director at EM Strasbourg Business School.  EM Strasbourg is the fast-growing business school of the University of Strasbourg, ranked amongst the 100 best universities worldwide. Claude has a great amount of international experience, having lived, studied and worked in many different countries all along his professional life. Prior to joining the academia, Dr. Chailan held high-level positions in international management, including senior positions at Dannon, Sara Lee and L’Oréal.  He was actively involved in the development of international brands in several countries, as COO or CEO of these international companies’ local subsidiaries.

Pr Chailan regularly visits various schools and universities around the world, including SWUFE in Chengdu, China; ESA in Beirut, Lebanon; CFVG in Hanoï, Vietnam; UniAndes in Bogota, Colombia; Aalto EE in Taïwan; Esan in Lima, Perou; Universidad Panamericana in Mexico City, Mexico; Stellenbosch Business School in South Africa and, Loyola University in Seville, Spain. He has worked as consultant to several national and international companies including: L’Oréal, Extrême or Al Marsa.

Dr Chailan’s research focuses on the links between marketing and strategy in the fields of Luxury Goods and Services Management, Business Models, Revenue Management, and International Business.  Claude’s work has been widely published in leading academic journals including: The Journal of Business Research, The Journal of Marketing Management, The Journal of Product and Brand Management, Euromed Journal of Business, The International Journal of Trade and Global Markets, The Journal of Competitiveness and Strategy and Critical Perspectives on International Business and the Journal of Business Research to name a few.

Dr Chailan received a Master’s degree from ESSEC Business School in Paris as well as a degree in Political Sciences from the Institute of Political Studies, Aix-en-Provence, France. He holds a PhD. in Management from the University of Nice, France.

 

Tănase Stamule is associate professor, vice-dean of Business and Administration, The Bucharest University of Economic Studies. He has a BA in Business and Administration & PhD in Change Management, Strasbourg University BA in Communication, Trier University Certificate in European Studies, Hertie School of Governance – Executive Master in Public Administration. He has more than 10 years of experience in academic and public management, restructuring local budgets, develop communication strategies for ASE and organizing international events in both Romania and in the Balkans, extensive knowledge in the following industries: Education, City Management, Commercial Communication, Hospitality Management. Research areas: Cross-cultural management, leadership, public management, SMEs.

 

Publication opportunities

The conference is organized by Society for Business Excellence and UNESCO Department for Business Administration on the 21-22 of March 2019 at The Bucharest University of Economic Studies, Faculty of Business Administration in Foreign Languages (FABIZ) in partnership with the Romanian Academy, the University of Bucharest and the Sapienza University from Rome, Italy. The papers accepted at ICBE 2019 will be published in the conference proceedings, subject to author registration, payment and presentation. The papers will be published in the Conference Proceedings volume under the German Publishing House De Gruyter and they will be indexed in EBSCO, Proquest, ExLibris, OCLC, Google Scholar, Microsoft Academic, CELDES, CNPIE, Naviga, and will be submitted to Thomson Reuters ISI Web of Science (WOS) Conference Proceedings Citation Index (https://content.sciendo.com/view/journals/picbe/picbe-overview.xml)

Important! Papers presented to the International Conference on Business Excellence (ICBE 2019) will be considered for publication in a Special Issue of the Sustainability Journal, indexed Web of Science, Impact Factor: 1.789 (2016); 5-Year Impact Factor: 1.850 (2016); http://www.mdpi.com/journal/sustainability.

In addition, the best three Papers (Best paper Award Management&Marketing) will be published in the international journal Management & Marketing. Challenges for the Knowledge Society by De Gruyter Open, indexed in Web of Science- Emerging Sources Citation Index (ESCI), Scopus, Proquest, Cabell’s Directory and more than 20 other international databases
(www.degruyter.com/view/j/mmcks).

At the final ceremony, based on a international committee selection, there will be granted three Best Paper Award Management&Marketing, two Excellence Awards and two Best Paper Awards of the Journal of Economic Forecasting, indexed in Web of Science (http://www.ipe.ro/rjef.htm).

 

 Submission details

Abstract submission deadline  15 September 2018  15 October 2018
Notification of abstract acceptance 31 October 2018
Submission of full paper due for review 5 January 2019
Notification of paper acceptance (with any requested changes) 31 January 2019
Final paper due (with any changes) 28 February 2019
Final Author registration date 28 February 2019

 

  Registration and payment*

EARLY BIRD REGISTRATION AND PAYMENT 15 January 2019 – 15 February 2019
Academics 200 euro
Practitioners 250 euro
PhD students 150 euro
STANDARD REGISTRATION AND PAYMENT 16 January – 28 February 2019
Academics 300 euro
Practitioners 350 euro
PhD students 250 euro
* The conference fee includes conference attendance, publication, conference folder, meals during the conference and a trip in a soon to be announced destination on the 22nd of March 2019.

**Non-presenting participants are subject to a universal fee of 150 euro.

***All confirmed SBE members (who have paid their membership fee for 2019) benefit from a 30% fee discount.

As a first step, we require a 300-word abstract which is to be received by the 15th of September 2018. Submissions must be made using the online submission form available at www.bizexcellence.ro/icbe and the final paper should be accompanied by publishing agreements and declaration of originality.

Should you have any questions please email us at office@bizexcellence.ro.

Details about the payment and the SBE bank account are available at www.bizexcellence.ro.

Information about the conference could be found also on the website www.fabiz.ase.ro.