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Consortium for International Marketing Research (CIMaR) 20th Annual Conference, Taipei, Taiwan, 15-18 May 2012, Deadline 15 Feb, 2012

Consortium for International Marketing Research

20th Annual Conference Taipei 2012

May 15-18, 2012

Conference website : http://www.cimar2012.com/

Marketing Innovation in and From Emerging Markets: Theoretical and Empirical Directions for Future Research

College of Commerce National Chengchi University in Taipei, Taiwan is very pleased to host the 20th CIMaR Conference and looks forward to welcoming you in May 2012

CIMaR 2012 conference invites, paper submissions related to the theme marketing innovation in, and from, emerging markets. Accelerating trends toward the globalization of innovation provide researchers with a unique opportunity to develop interesting and compelling conceptualizations of the innovation phenomenon in emerging markets. Some MNEs are using emerging markets as a platform for technology-enabled innovation rather than as traditional manufacturing hubs. For example, global automotive companies such as Volkswagen and GM are working with Chinese partners to develop innovative low-cost models and local brands in China. In addition, emerging-market firms are trying to build new business models to develop innovative product/service for global customers. For example, Taiwanese electronics company ASUS launched the ultra-low cost Eee PC and registered successful international growth.

These emerging trends provide an inviting contextual background for international marketing scholars to develop theoretical and empirical work and to deepen their understanding of this phenomenon. Theoretically, it is not at all obvious that our established theories and empirical generalizations apply in emerging market contexts. Thus,the conference seeks theoretical and empirical papers focusing on marketing innovation in and from emerging markets from perspectives of strategy, innovation, and new product development, and consumer behavior, in a global context.

Above and beyond papers specifically focused on the conference theme, we invite papers on all marketing aspects of global business activity, including issues in international marketing management, consumer behavior, and supply chains. While contributions addressing any aspect of marketing in a global context are welcome, work offering important conceptual and empirical insights into the nature and processes of cross-border marketing are of interest. Mainstream marketing issues such as market entry, segmentation, product positioning, channel development, and pricing, among others, are sought; also innovative topics dealing with the interface of international marketing and cutting-edge issues such as high technology and global political developments, among others. Regardless of focus, papers should make a substantive contribution to knowledge regarding the role of marketing in global business.

Deadline 15 Feb 2012 (Midnight CET)

The Organizing Committee members are:

Conference Co-Chairs

Prof. Jyh-Shen Chiou

Department of International Business

National Chengchi University

64,Sec.2, Zhi-Nan Road, Taipei 11605, Taiwan, R.O.C.

Phone: (886)-2-29393091 ext 81039

Fax: (886)-2-2938-7699

Email: [log in to unmask]

Dr. Ruey-Jer (Bryan) Jean

Department of International Business