• Reaching Consumers of Emerging Markets

  • Reaching Consumers of Emerging Markets

  • Rich Experience Of Attending Conference In Delhi

  • Reaching Consumers of Emerging Markets

  • Reaching Consumers of Emerging Markets

  • Reaching Consumers of Emerging Markets

  • Reaching Consumers of Emerging Markets

Tracks

The Conference is organized in fourteen tracks, carefully designed around the theme “Reaching Consumers in Emerging Markets”. You may submit your paper into one of the following tracks for the purpose of the Conference. (Click on the Track to see Track Details and Track Chairs)

  1. Understanding Consumer Buying Behavior
  2.  Managing Customer Relationships
  3. Understanding Cross-cultural Issues in the design and Implementation of Marketing Strategy
  4. Developing a Winning Channel Strategy
  5. Developing Digital Marketing Strategy
  6. Enhancing the Effectiveness of Marketing Communications
  7. Developing Winning Personal Selling and Sales Management Strategy
  8. Strengthening Company Products and Brands
  9. Marketing Research Methods and Tools to Capture the Voice of the Customers
  10. Effective Retail Strategies to Attract and Retain Customers
  11. Enhancing the Effectiveness of Services Marketing
  12. Linking Technology, Product Innovation, and B2B Markets with the Customer Needs
  13. Incorporating Voice of the Customer in Teaching Marketing Management
  14. Developing Successful Marketing Strategy on Emerging Issues in Marketing 


1. Understanding Consumer Buying Behavior

We invite research contributions that focus on learning about various aspects of consumer behaviour in emerging economies which influence their choices in the market place. More specifically, we invite contributions on new/unique approaches, methodologies, tools, and techniques to gain better understanding of how and why consumers in emerging economies behave and make choices in the market place and factors influencing such decisions. The broad topics include, but are not limited to, consumer attitudes, personality, emotions, linguistics, materialism, memory, product assortments , atmospherics at the point-of- purchase, consumer boycotts, consumer reactions to corporate social responsibility, brand loyalty, judgment and decision making, information processing, automatic and non-conscious processing, product choices,  pricing, satisfaction, skepticism, product endorsement, social media, promotions, time perceptions, or issues dealing with other cultural, psychological, situational, or social influences on consumer behavior. Both conceptual and empirical works are welcome.

Track Co-Chairs:

Prof. Satya Bhusan Dash
Indian Institute of Management Lucknow, India
Email: satya@iiml.ac.in

Prof. Satish S. M.
Indian Institute of Management Lucknow, India
E-mail: sms@iiml.ac.in

 

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2. Managing Customer Relationships
The voice of the customer is key to managing customer relationships, and systemic efforts at leveraging customer learning enhances the organization’s customer orientation, enabling more efficient and effective enterprise wide CRM. It is an essential ingredient in modulating customer experience at an immediate level, as well as a major tool for research guiding strategic choices over the longer term. This aspect is particularly critical in emerging markets, where there is often a greater diversity of customers and organization’s modes of interaction and research greater human interfaces often to the point of disparity. Customer oriented systems are often still nascent given their relatively recent opening up of markets to competition, greater customer choice, global influences and aspirations.  The track theme is focused on all aspects of learning about and from customers, and managing the customer interactions from the point of view of gaining and incorporating knowledge about customers within the organization.  We invite manuscripts which focus on methodologies, tools, techniques, theoretical/empirical work, which help incorporate the voice of the customer in efforts to manage customer relationships, especially in emerging economies. The track is open to all aspects of CRM, but in particular invites work with a focus on obtaining customer data, opinions and perspectives, and related customer relationship practices and challenges, especially in emerging market context. Comparative studies which reflect any unique characteristics of emerging economies in the broader CRM context are also welcome.

Track Co-Chairs:   

Prof. Olga A. Tretyakhttp://iimlcmee.org/emcbconference2017/wp-content/uploads/2013/05/11.jpg
Higher School of Economics, Russia
Email: o_tretyak@inbox.ru
Prof. Amit Mookerjeehttp://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/05/p31.jpg
Indian Institute of Management Lucknow, India
E-mail:
amookerjee@iiml.ac.in

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3. Understanding Cross-cultural Issues in the design and Implementation of Marketing Strategy
This track invites papers that address socio-cultural dimension of customer behavior and choices in the marketplace. These cross-cultural issues will provide more challenges and opportunities in emerging markets. There are several issues – culture impacts on marketing (domestic versus global), cross-cultural dimensions of marketing research, cross-cultural aspects of marketing mix strategy and cross-cultural marketing education and training. Topics may include, but are not limited to: cross-cultural consumer behavior/psychology; consumer acculturation issues; global branding; global marketing strategy; adaptation/ standardization of international marketing programs; export marketing and importing; comparative marketing systems; global supply-chain management; global account management; global product innovation management; foreign market assessment and entry strategies; country of origin effects; global marketing in the emerging markets; international strategic alliances/ joint ventures; and cross-cultural marketing research issues. Apart from conceptual and empirical works, qualitative, quantitative, and mixed-method research approaches are also welcome.

Track Co- Chairs:   

Dr. Suraksha Guptahttp://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/06/SurakshaGupta.jpg
Kent Business School, UK
E-mail: S.Gupta@kent.ac.uk
http://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/08/3.jpgDr.Prof. Irina I.Skorobogatykh
Plekhanov Russian University of
Economics,Russia
skorobogatykh@rea.ru

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4. Developing a Winning Channel Strategy

In line with the conference theme of emerging markets context, this track focuses on incorporating customer insight in the planning, execution, and measurement of the outcome of an integrated marketing communication strategy. The development of new communications and the transformation of traditional communications coupled with the metamorphosis of the consumer expectations in the emerging markets have necessitated a relook at the persuasive power of integrated marketing communications. Papers providing theoretical and/or empirical advances in understanding of the influence of marketing communication both offline and online on consumer behavior are encouraged. Papers may focus on, though not limited to a variety of contemporary issues on advertising, direct marketing, online communication, sales promotion, public relations, and personal selling; rely on varied methodologies; and arise from multiple fields. We welcome conceptual and/or empirical research papers using qualitative, quantitative, or mixed-method research approaches for this track.

Track Chair:

Prof. Rajesh Aithalhttp://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/05/p8.jpg
Indian Institute of Management
Lucknow, India
E-mail: rajeshaithal@iiml.ac.in

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5. Developing Digital Marketing Strategy

This track invites papers that examine topics on incorporating consumer insight when planning, implementing, and measuring impact of digital strategies in the market place. The medium includes, but are not limited to, social media, search engines, display advertising, podcasting, and mobile communication. Topics that fit this theme include, but are not limited to, using the Internet for the purposes of marketing, electronic services, interactive media and advertising including Web 2.0, multichannel marketing, online consumer behavior, click stream or Web log data modelling, utilizing social media and networks for marketing, collaborating and co-creating with consumers via digital platforms, consumer-generated content related to marketing, impact of online evaluations in both the B2C and the B2B arenas, protection of consumer privacy and integrated marketing communications using traditional and digital media.

Track Co-Chairs:

Prof. Moutusi  Maity  http://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/05/p5.jpg
Indian Institute of Management
Lucknow, India
E-mail: mmaity@iiml.ac.in
Prof. Mayukh  Dasshttp://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/05/p6.jpg
Rawls College of Business,
Texas Tech University, USA
Email: mayukh.dass@ttu.edu

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6. Enhancing the Effectiveness of Marketing Communications
In line with the conference theme of emerging markets context, this track focuses on incorporating customer insight in the planning, execution, and measurement of the outcome of an integrated marketing communication strategy. The development of new communications and the transformation of traditional communications coupled with the metamorphosis of the consumer expectations in the emerging markets have necessitated a relook at the persuasive power of integrated marketing communications. Papers providing theoretical and/or empirical advances in understanding of the influence of marketing communication both offline and online on consumer behaviour are encouraged. Papers may focus on, though not limited to a variety of contemporary issues on advertising, direct marketing, online communication, sales promotion, public relations, and personal selling; rely on varied methodologies; and arise from multiple fields. We welcome conceptual and/or empirical research papers using qualitative, quantitative, or mixed-method research approaches for this track.

Track Chair:

Prof. Neelam  Kinrahttp://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/05/p7.jpg
Indian Institute of Management
Lucknow, India
E-mail: kinra@iiml.ac.in

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7. Developing Winning Personal Selling and Sales Management Strategy

In this track we invite research which incorporates consumer insight in the planning, implementation, and measurement of the effectiveness of sales force strategy in Emerging economies. Sales Management in Emerging economies is challenging due to a combination high growth rates, institutional voids and diversity retail environment and market segments. Sales organizations and leadership have responded to these challenges in their own ways, be it the entrenched ones who have been operating in these markets for long or the new entrants. Suggested research papers for this for track include but are not limited to the following, key account management, managing sales people in an emerging economy, how the sales force creates and delivers value to customers, how technology can aid the sales function, knowledge-based selling, sales force strategy, performance assessment, impact of technology on compensation and other performance management issues, sales forecasting models/methods and managing high performance sales teams. We seek research papers which consider voice of the customer in these decisions. Both conceptual and empirical works are welcome.

Track Chair:

Prof. Rajeev Kumrahttp://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/05/p42.jpg
Indian Institute of Management
Lucknow, India
E-mail: rajeev.kumra@iiml.ac.in

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8. Strengthening Company Products and Brands
This track invites research papers which include customer input in the various aspects of product management, product marketing and branding. Research bringing forth theoretical and methodological approaches that connects with the conference theme of listening to the consumers will be the primary focus. Various topics may include, but are not limited to: new product design and development; role of marketing elements in product development; cross-unit, cross-function and cross-team issues in product development; role of consumers in new product development; idea generation and screening methods, role of government, society and competition in product innovation, development and marketing; product life cycle management; issues and strategies to manage the current products; product adoption and diffusion strategy; launch tactics and strategies for new products; role of environment in new product marketing and development; role of brand in launching new products; brand portfolio strategies; brand re(positioning); branding and role of media; brand loyalty; brand equity management and measurement; brand building; corporate branding; luxury brand management; brand and culture; brand co-creation; brand communities; brand globalization. Both conceptual and empirical works are welcome in this track with application implications in emerging markets.

Track Co-Chairs

Prof. Anita Goyalhttp://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/05/p91.png
Indian Institute of Management
Lucknow, India
E-mail: anita.g@iiml.ac.in
Prof. Sameer Mathurhttp://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/05/p10.jpg
Indian Institute of Management
Lucknow, India
E-mail: sameer@iiml.ac.in

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9. Marketing Research Methods and Tools to Capture the Voice of the Customers
This track seeks high quality work that develops or applies advances in research methodologies, measurement techniques, or data analysis procedures to capture the voice of the customer for marketing decisions. Appropriate topics for this track include all methodological opportunities and challenges that scholars and practitioners confront in conducting their research. Specific issues may include, but are definitely not limited to: qualitative and quantitative research issues, cross-cultural or online research methodologies, sampling, and graphical presentation of research findings. Other examples include identifying problems with current best practices, new developments in data analysis, assessing mediated or moderated relationships, modelling multiple levels of data, categorizing and coding ethnographic data, controversies in reflective and formative measurement, analytic issues posed by within-subjects experimental designs, assessment techniques for handling response and non-response biases, and issues in missing-data analysis. Expository papers on marketing applications of novel statistical methods to listen to customers are also welcome. Both conceptual and empirical works are welcome; we also welcome qualitative, quantitative, and mixed-method research approaches. This track also encourages practitioners in different marketing research agencies to submit research papers on new developments in research methodology for capturing voice of the customers and exchanging case studies which provides proof that listening to customers helps a company.

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Track Co-Chairs:

Prof. James Agarwalhttp://haskayne.ucalgary.ca/haskayne_info/files/haskayne_info/unitis/people/183-44766/photo.jpg
University of Calgary, Canada
Email:
james.agarwal@haskayne.ucalgary.ca
Prof. Gopal Das
http://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/05/gopal-das.pngIndian Institute of Management,
Rohtak, India
E-mail: gopal.das@iimrohtak.ac.in

10. Effective Retail Strategies to Attract and Retain Customers

This track invites conceptual or empirical research papers that employ voice of the customer in planning and executing retailing strategy for emerging economies in the present economic scenario. We particularly encourage new research dimensions as well as traditional issues relating to retailing which incorporate shopper insights. Possible topics include (but are not limited to) Factors influencing Retail Environment, Emerging Retail Formats, Changes in Shopper mindset especially Ladies, Children & Senior Citizens, Shopper Decision Making Process & Role of Internet, Customer Value Proposition, Retail Atmospherics & its role in attracting footfalls, Contemporary Issues in Store Differentiation & Positioning and New Bases of Retail Market Segmentation.

Track Chair:

Prof. Devashish Das Gupta
Indian Institute of Management
Lucknow, India
E-mail: devashish@iiml.ac.in

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11. Enhancing the Effectiveness of Services Marketing
Following the overall theme of the conference, this track invites papers that explore the missing links of consumer insights in the service marketing domain. The papers may be in the form of empirical research, theoretical models based on extensive research, case studies or documentation of best practices in the industry. While any submission that fits within the broadly defined topic of listening to consumers in the service context are welcome, those related to the following areas are especially encouraged: service innovation, experiential service design, benchmarking strategies for services, impact of technology / social media in the service industry, customer complaining behaviour in digitized and networked world, impact of digital interactivity on service communication, customer ecosystems in service context, service pricing innovations, customer perspective of service brands, customer co-production, cross-cultural influences within the service environment, and service sustainability.

Track Chair:

Prof. Prem Prakash Dewanihttp://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/05/p22.jpg
Indian Institute of Management,
Lucknow, India
E-mail: premd@iiml.ac.in

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12. Linking Technology, Product Innovation, and B2B Markets with the Customer Needs 
Following the overall theme of the conference, this track invites papers that carefully explore the missing links of consumer insights in technology, product innovation, and business-to-business marketing, mainly with regard to the presence and impact of technologies and new products on organizational customers, firms, and their businesses that operate in emerging markets. While all submissions that fit within these broadly defined topics of listening to the emerging market consumers are welcome, those related to the following areas are especially encouraged:
(1)Listening to the voice of customers;
(2)Managing the technology acquisition process;
(3)Managing the product innovation process;
(4)Impact of technology on new product/service development projects;
(5) Designing and implementing product policy, pricing policy, distribution policy, and promotion policy as applied to business-to-business marketing.
We welcome both conceptual and empirical papers supported by qualitative, quantitative, and mixed-method research approaches. Doctoral students, who are through with their proposal stage are strongly encouraged to submit their proposal papers.

Track Chair:

Prof. Ashish Dubeyhttp://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/05/p231.jpg
Indian Institute of Management,
Lucknow, India
E-mail: ashishdubey@iiml.ac.in

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13. Incorporating Voice of the Customer in Teaching Marketing Management
This track seeks papers emphasizing scholarly and innovative approaches to teaching about listening to consumers, particularly those focusing on adding value for students, employers, the college and surrounding communities, and other educational stakeholders. Topics may include but are not limited to: the scholarship of teaching and learning about the voice of customers in marketing, the use of technology in listening to customers, using social media and electronic learning platforms (e.g. Blackboard), curriculum development, pedagogy, active and experiential learning techniques, games and simulations, effective teaching techniques in large and small sections, service learning, motivating and mentoring students, training and mentoring doctoral students, interdisciplinary teaching techniques, synergies between research and teaching, instilling professional and life skills, incorporating stakeholder feedback into the curriculum, faculty development, and assessment. Both conceptual and empirical works are welcome; we also welcome qualitative, quantitative, and mixed-method research approaches.
Track Chair:

Prof. Intekhab (Ian) Alamhttps://www.geneseo.edu/sites/default/files/faculty-images/8780
State University of New York
E-mail: alam@geneseo.edu

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14. Developing Successful Marketing Strategy on Emerging Issues in Marketing 
This track invites papers focusing on incorporating voice of the customer in Ethical, Legal, Social, Public Policy Issues in Marketing, Green Marketing, Tourism Marketing, Rural Marketing, Food Marketing and any other topics, which are not covered above.

Sub- tracks:

Social Marketing: In the era of knowledge economy, social and psychological engines are transforming the business, government and societies all around the world. Business organizations are significantly becoming socially responsible by aligning their business strategies with the society for achieving sustainable growth & development. Social and non-profit marketing is an evolving and developing area for marketing managers to handle the emerging issues of the consumers in order to improve their organizational welfare and that of their society. This sub-track invites research papers on new concept of social and non-profit marketing in the emerging consumer market.

Work on public policies may focus on the intersection of governmental actions and marketing practices. Prominent example could be federal trade commission examining disclosures on financial instruments or Food and Drug Administration providing perspectives on weight-loss supplements. Papers may deal with the impact or potential impact of all aspects of the legal and regulatory environment on marketing activities. Papers might examine how marketing strategy should integrate legal concerns or suggest how public policy might be changed to improve marketing effectiveness, societal wellbeing, or both. Common topic areas may include but are not limited to: product safety and other forms of consumer protection; antitrust including pricing and distribution regulation; trademarks and other forms of intellectual property and sales contracts.

Green Marketing :Topics may include, but are not limited to: Green consumer behavior/psychology; consumer cynicism, distrust and apathy towards green marketing/sustainability; issues surrounding sustainable lifestyles; product and packaging development; branding; marketing strategy; adaptation/ standardization of marketing programs; distribution;  pricing; communication; Eco-tourism; and Green communities.

Destination and tourism marketing is a growing area of study. In practice, if undertaken effectively, destination marketing can contribute greatly to the economy in terms of attracting tourism, students of tertiary education, economic immigration, and FDI. It can also enhance the attractiveness of a place’s exports.

Rural Marketing focuses on various issues such as changing dynamics of rural market and research on rural marketing environment. New emerging research areas of rural marketing such as BoP marketing,  innovations in rural marketing, convergence of rural and urban market, marketing processes and consumer, also form a part of rural marketing.

Food & Agribusiness Marketing focuses on critical issues related to food marketing and distribution, including the marketing of food, beverages, and related products. In most of the developing countries, food is often sold in open markets or in small stores, typically with more locally produced and fewer branded products available. However, in the recent decade the demand for package and health & wellness, food products are on rise across the world. The food industry faces numerous marketing decisions related to new product development, branding, packaging, pricing, distribution and safety.

Sub- track chairs:

Social Marketing

http://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/05/p20.jpg

Prof. Jabir Ali

Indian Institute of Management,
Lucknow, India
E-mail: jabirali@iiml.ac.in

Work on public policies

http://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/05/p13.jpg

Prof. Gurprit S. Kindra

University of Ottawa, Canada
E-mail:
kindra@management.uottawa.ca

Green Marketing

http://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/05/p211.png

Dr. Meghna Rishi

CMEE Research Team
Email: meghna.14@gmail.com

Prof. Devashish Das Gupta

Destination and tourism
marketing
Institute of Management
Lucknow, India
E-mail: devashish@iim

 

Rural Marketing

http://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/05/p15.jpg

Prof. Maya Kant Awasthi

Indian Institute of Management,
Lucknow, India
E-mail: awasthi@iiml.ac.in

http://iimlcmee.org/emcbconference2017/wp-content/uploads/2016/05/p17.jpg

Prof. K. B. Gupta

Food & Agribusiness Marketing
Indian Institute of Management,
Lucknow, India
E-mail: kriti@iiml.ac.in

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Organizers : -

Emerging Markets Conference Board

Centre for Marketing in Emerging Economies