Revisit: Global Brand Management


Conference and IJRM special issue, Istanbul, 21-23 Jun 2010, Chaired by Aysegul Ozsomer, Rajeev Batra, Amitava Chattopadhyay and Frenkel ter Hofstede; Deadline now 8 Feb 2010

The aim of this conference is to advance knowledge about global brand management by disseminating new research and best company practices and by encouraging the evolution of new research themes.

The deadline is extended to Monday February 8, 2010.

Subject: CALL FOR PAPERS – Conference and IJRM special issue on Global Brand Management
Conference Co-Chairs: 
Aysegul Ozsomer, Koc University
Rajeev Batra, University of Michigan
AmitavaChattopadhyay, INSEAD
Frenkel ter Hofstede, U. T. Austin
Conference Dates: June 20-22, 2010

The globalization of markets has put global brands on the center stage. The evidence is everywhere: on the streets, in stores, in homes, in the media. Global brands are exerting their power and influence within various economic, cultural, and psychological domains. In line with this increased importance, many multinational corporations have pruned their brand portfolios in favor of global brands. Such changes make global brands more important now than in the past. As the economic clout of global brands increases, decisions about their management become of paramount importance, raising new questions. How can global products and brands be created, managed, and marketed most efficiently and successfully? How do existing theories and constructs need to be modified, and what new frameworks need to be developed for academic and practitioner use? 
The conference will bring together leading practitioners and academicians for a fruitful exchange on challenges and opportunities of global brand management on the beautiful campus of Koc University, Istanbul. The setting, within a forest and overlooking the Bosphorus Strait, is particularly conducive to intellectual stimulation and exchange. The conference will start with a reception on the evening of June 20, 2010 and sessions will be held on June 21-22, 2010. In addition, a special issue of IJRM, due out at the end of 2011, will follow up on the conference theme.
In terms of topics, the focus is on both empirical and theoretical work that assesses the effectiveness of global branding as well as other factors which impact its efficiency. We hope the conference will highlight important principles in designing and implementing successful global brand management strategies. Studies need to deal with multiple countries, or better still, areas of the world defined by other than single country borders. Work outside the U.S. and Europe is encouraged. Specific topics of interest include, but are not limited to:
* Competition between global, regional and local brands
* Resource allocation issues and investment strategies for global brands
* New Product Development for global brands
* International diffusion of global brands
* Global brand management, organization, and coordination issues
* New Global Brands from Emerging Markets
* Global Brand Positioning
Other topics such as metrics of global branding, global brand management during recessions, social responsibility and global brands, and the evolution of global (regional) brands are also welcome.
In terms of timing, submissions for the conference are due February 8, 2010 (note extended deadline).  The chosen contributions will be placed on the conference agenda.  Authors will be notified of acceptance of their submission by March 10, 2010.  For the conference, authors can either submit full papers or detailed abstracts (4-5 pages).  Abstracts should clearly state method and analyses planned in addition to theory, model and /or hypotheses.  Papers and/or abstracts should be sent as a pdf-file by email to: GLOBALBRANDING@KU.EDU.TR
Please specify the topic and methodology clearly in the subject of the email and have the title and short abstract in the body of the text as you send the pdf-file.
Papers and abstracts for the conference will be evaluated by a special panel, which includes: Rajeev Batra, Amitava Chattopadhyay, Frenkel ter Hofstede and Aysegul Ozsomer. The panel will also select a "Best Conference Paper" to be recognized by a monetary award as well as recognition at the conference gala dinner.
To be considered for inclusion into the special issue of IJRM, a completed version of submissions is due at IJRM by September 1, 2010. Papers not presented at the Istanbul Conference will also be considered. Submissions will go through the regular IJRM review process, managed by the Special Issue Editors Rajeev Batra, Amitava Chattopadhyay, Frenkel ter Hofstede and Aysegul Ozsomer.