Emerging Issues in Global Marketing: A Shifting Paradigm

Editors

James Agarwal, Haskayne School of Business, University of Calgary, Canada

Terry Wu, University of Ontario Institute of Technology, Canada

We invite academics and practitioners who are interested in the area of global marketing to submit book chapters for possible publication in the proposed book entitled "Emerging Issues in Global Marketing: A Shifting Paradigm".  This book is expected to be published in early 2018 by Springer. 

Brief Description

The increasing global competition for goods and services has led many business firms to develop international marketing strategies as part of their corporate mandate and corporate strategy. While previously the focus of international marketing was largely focused on the cultural and institutional differences, there has been an exponential growth in innovation and technological advances (e.g., social media and big data) especially in emerging markets that is impacting the approach to global marketing as business firms reach out to potential customers globally. Simultaneously, signs of new market potential with authoritarian regimes are promising as embargoes are lifted (e.g., normalized US-Cuba relations).  However, at the same time, emerging political risks and security concerns are changing the global game plan as countries weaken their commitment to regional trade blocs (e.g., UK and Brexit) and economies falter under populist leadership (e.g., Venezuela). The traditional approach to global marketing is no longer sufficient to address the emerging issues in global markets for the 21st century. Global companies need to take a new look at the contemporary threats and opportunities in markets, institutions, and technology and how they affect entry and expansion strategies through careful marketing-mix combinations.

Against this background, this book aims to address the paucity of research that currently exists in this area. In particular, this book will cover both the emerging theories and applications of global marketing for the 21st century. It aims to be of relevance to both academic researchers and practitioners globally such as CEOs and chief marketing officers as well as government officials and policy makers interested in formulating strategies/policies for global marketing activities in the face of a globalized economy.

With this perspective in mind, we invite you to submit a chapter that will offer new insights into emerging and cutting-edge issues in global marketing and highlight how global marketing strategies are changing in a globalized and digital economy that is fast changing.  The objective of this book is to present emerging issues and shifting paradigms in global marketing. Both conceptual and empirical (quantitative, qualitative and mixed methods) papers are welcome. Potential topics of interest include, but are not limited to, the following topics: 

• Globalization, Regionalization, De-Regionalization: Emerging Theoretical Frameworks in the Context of Emerging Economies (e.g., BRICS, Brexit)
• Marketing Issues, Impact, and Implications of WTO on Globalization
• Political Risk for Global Marketers in Populist, Xenophobic, and Authoritarian Regimes
• Emerging Frameworks of Political Risk, Corruption, and CSR Strategies in Global Markets
• Emerging Theories of Cultural and Institutional Distance:  Concepts, Dynamics, Crossvergence, and Measurement Issues
• Global Marketing Research: Sampling Equivalence, Measurement Equivalence, Levels of Analysis, Hierarchical Modeling, Big Data and Customer Analytics and Techniques
• Emerging Theories on Global Entry Strategies: Exporting, Contractual Agreements, and FDI
• Lead Markets and Clusters of ‘R&D’ Innovation in Global Markets
• Global, Regional, Local Branding Strategies in an Age of Growing Counterfeit Markets
• Firm, Market, and Government Policy Factors in Global Pricing
• Traditional versus Social Media Advertising: New Trends and Budget Allocation
• Changing Nature of Global Retail Landscape
• E-Commerce and M-Commerce (social media): New Global Marketing Challenges and Strategies
• International Entrepreneurial Firm Growth and Expansion Strategies: Firm Specific and Country Specific Advantages
• Global Marketing in Services (Deregulation, WTO, Sector Specific Issues)

Timeline

• Submit a book chapter proposal: November 15, 2016
• Notice of accepted chapter proposal: December 15, 2016
• Submission of full book chapter: June 15, 2017
• Final chapter submission after revisions: August 15, 2017 

Submission Process

Chapter proposals must be submitted by November 15, 2016 to be considered.  We will make initial editorial decisions on chapter proposals by December 15, 2016.  Authors of accepted proposals will be invited to submit their full book chapters by June 15, 2017.  All submissions will be double-blind peer-reviewed.  Contributors may be asked to serve as reviewers.  

• You are invited to submit a 2-3 page chapter proposal 
• Manuscripts must be original, and should not have been previously published or currently under consideration by other books or journals.
• Please submit your chapter proposals via email to both editors: James Agarwal, james.agarwal@haskayne.ucalgary.ca; Terry Wu, terry.wu@uoit.ca.
• All submissions must follow the format and reference styles from the Journal of International Business Studies.   

Any questions pertaining to the book chapters, please contact the co-editors:

Dr. James Agarwal: james.agarwal@haskayne.ucalgary.ca

Dr. Terry Wu: terry.wu@uoit.ca

References:    

Agarwal, James and Terry Wu (2015), “Factors Influencing Growth Potential of E-Commerce in Emerging Economies: An Institution-Based N-OLI Framework,” Thunderbird International Business Review, 57(3), 197-215.

Agarwal, James and Dorothee Feils (2007), “Political Risk and the Internationalization of Firms: An Empirical Study of Canadian-based Export and FDI Firms,” Canadian Journal of Administrative Sciences, Vol. 24, No. 3, 165-181.

Agarwal, James and Terry Wu (2004), “China's Entry to WTO: Global Marketing Issues, Impact, and Implications,” International Marketing Review, 21(3), 279-300.

Agarwal, James, Naresh K. Malhotra and Ruth N. Bolton (2010), “A Cross-National and Cross-Cultural Approach to Global Market Segmentation: An Application Using Consumers’ Perceived Service Quality,” Journal of International Marketing, 18(3), 18-40.

Antia, Kersi D., Mark Bergen and Shantanu Dutta (2004), “Competing with Gray Markets,” MIT Sloan Management Review, Vol. 46, No. 1, 63-69.

Coviello, Nicole (2015), “Re-Thinking Research on Born Globals”, Journal of International Business Studies, 46, 17-26.

Malhotra, N. K., Agarwal, James & Ulgado, Francis. M. (2003). Internationalization and Entry Modes: A Multitheoretical Framework and Research Propositions. Journal of International Marketing, 11(4), 1-31.

Meyer, Klaus E. and Mike W. Peng (2016), “Theoretical Foundations of Emerging Economy Business Research,” Journal of International Business Studies, 47, 3-22.

Steenkamp, Jan-Benedict (2014), “How Global Brands Create Firm Value: The 4V Model” International Marketing Review, Vol. 31. No. 1, 5-29.  

Van Hoorn Andre and Robert Maseland (2016), “How Institutions Matter for International Business: Institutional Distance Effects vs. Institutional Profile Effects,” Journal of International Business Studies, 47, 374-381.