The aim of this special issue (following the Global Branding Conference organized at Ko? University on June 21–22, 2010) is to advance knowledge about global brand management by disseminating new research and by encouraging the evolution of new research themes.
The focus is on both empirical and theoretical work that addresses the effectiveness of global branding as well as factors which impact its efficiency. Papers are due at IJRM by September 30, 2010.
CALL FOR PAPERS – IJRM special issue on Global Brand Management
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. 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 aim of this special issue (following the Global Branding Conference organized at Koç University on June 21–22, 2010) is to advance knowledge about global brand management by disseminating new research and by encouraging the evolution of new research themes.
In terms of topics, the focus is on both empirical and theoretical work that addresses the effectiveness of global branding as well as factors which impact its efficiency. We hope the special issue 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 not defined by 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.
To be considered for inclusion into the special issue of IJRM, papers are due at IJRM by September 30, 2010. 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. This special issue of IJRM is due out at the beginning of 2012.
