Special Issue of the International Marketing Review


Conceptualizing Culture: Implications for International Marketing Theory & Practice; Deadline 31 Jan 2007

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International Marketing Review

Date: Thu, 4 May 2006 16:59:54 -0400
From: "Griffith, David" <Griffith@bus.msu.edu>

International Marketing Review

Call for Papers

Special Issue Editor:

David A. Griffith
The Eli Broad Graduate School of Management
Michigan State University, U.S.A.

Conceptualizing Culture: Implications for International Marketing Theory & Practice

The quest for understanding the influence of national culture on marketing phenomena is central to effective international marketing. Researchers, whether investigating aspects of consumer behavior or investigating marketing strategy, have worked to understand the unique influence of national culture. Globalization of world markets has highlighted both unique cultural distinctions as well as similarities, challenging marketing academics and practitioners to better understand national culture as well as its influence on international marketing phenomena. The question today is no longer whether marketers should or should not incorporate the influence of national culture when developing their marketing plans, but rather understanding the fundamental elements of national culture and its influence on international marketing activities.

The goal of this special issue is to present new insights into the conceptualization of culture, the influence of different conceptualizations of culture, as well as global sub-cultural elements, on international marketing activities. As such, this special issue wishes to move beyond our current understanding of national culture introducing innovative approaches to the topic. Manuscripts may be theoretical or empirical in orientation. The primary criterion for assessing fit with the upcoming special issue of the International Marketing Review is that manuscripts work toward understanding how national culture, and similarities of sub-cultures across markets, influences the theory and practice of international marketing.

Topics that would be appropriate for this special issue include, but are not limited to:

  • The myth of national culture and how its emphasis has limited international marketing theory to advance
  • Moving beyond discussions of national culture for effective market practice: The importance of global market segmentation
  • The theoretical comparison of multiple cultural paradigms, e.g., Hofstede, Triandis, Schwartz, etc., demonstrating the unique international marketing implications of each
  • Comparisons of cultural conceptualizations from multiple perspectives (e.g., Western and non-Western) and implications for understanding international marketing phenomena
  • New approaches to cultural theory and implications for international marketing theory
  • Anthropological or sociological approaches to understanding national culture: How new perspectives shed new light on international marketing theory and practice
  • National culture as a means of understanding meaning via symbolic interactionism in global markets
  • Strategic brand development through embedded national cultural meanings across countries and markets
  • The role of time in understanding national culture’s influence on international marketing
  • Cultural change and its influence on international marketing activities
  • The role of national and organizational culture in customer value delivery in global markets
  • Complexities of measuring cultural: Implications for international marketing theory development and testing
  • Moving beyond Hofstede for understanding the role of national culture in international marketing thought and practice
  • The marketing implications of the interaction of national culture with issues such as social class, religion, etc.
  • The influence of globalization movements (e.g., WTO) on national culture

Submission Information:

Deadline for Submission: 31st January 2007. Submitted manuscripts should follow the format as suggested in the Submission Guidelines on the journal website


The manuscript should be prepared in Microsoft Word format. The names, affiliations, and contact information (i.e., phone, fax, email addresses) of all authors should be provided on the cover page only. The author(s) should not be identified elsewhere in the manuscript. Submitted papers will undergo a double-blind review.

Authors may submit completed manuscripts electronically at any time prior to the deadline, 31st January, 2007. Manuscripts and any questions should be directed to:

David A. Griffith
Department of Marketing & Supply Chain Management
The Eli Broad Graduate School of Management
N370 North Business Complex
East Lansing, MI 48824-1112, U.S.A.
e-mail: griffith@bus.msu.edu
Tel: 517.432.5535 ext. 260
Fax: 517.432.1112