Call for papers

9th Royal Bank International Research Seminar
Advancing Knowledge of the Global Consumer Culture

Following the highly successful seminar in Shanghai (China) and the second foray outside of Canada, the ninth meeting of the Royal Bank International Research Seminar will return to the John Molson School of Business in Montreal, September 26-28, 2013. This seminar is sponsored by the Journal of Business Research. The main topic of this seminar is to explore the relationships among the concepts of global consumer culture, global marketing communications and marketing strategy. The main objective of the seminar is to bring together international researchers from different disciplines interested in advancing knowledge on the influence of culture and culture change in the development of marketing strategies. The role of culture in the consumer decision-making process is an area in need of new developments, theories and knowledge in light of the trends toward global markets, global communications and the rapid growth of existing and new products around the world. The emergence of social media and mobile marketing is creating exciting new opportunities for global marketers as well for marketing researchers.

Papers are sought in the following key areas of marketing strategy (the list is not exhaustive):

• Advancing the theory and managerial implications of the influence of culture on marketing strategy
• Understanding the global consumer, in particular acculturation toward the global consumer culture
• Methodological issues in a global marketing context
• Development of invariant scales in culture and marketing
• Online/mobile consumer behavior in different cultures
• Multicultural brand communities and global social media
• Branding issues in global settings
• Communication and image of products in cross-cultural contexts
• Service expectations, service experience and delivery perceptions across cultures
• Acculturation and ethnic identity influences on marketing strategies
• Product quality perceptions across cultures
• Relationship marketing across cultures
• Pricing issues in a multicultural environment
• Cultural influences in accessing, interacting, experimenting and participating in a service
• Product innovations, e-marketing and diffusion processes in different cultural contexts

Papers should be less than 30 double-space pages in length, with 1” margins and 12 pt fonts, and follow the guidelines of the Journal of Business Research. Electronic submissions are required. All papers will be subject to a double blind peer review procedure. The best papers of the Royal Bank International Research Seminar will be considered for publication in a special issue on Advancing Knowledge of the Global Consumer Culture in the Journal of Business Research.

The deadline for submissions is April 1, 2013

Please send your submissions (or any inquiry) by email to:

Prof. Michel Laroche
Department of Marketing, John Molson School of Business
Concordia University
1455 de Maisonneuve Blvd. West
Montreal, Quebec H3G 1M8, Canada
Email: laroche@jmsb.concordia.ca
Tel: +1 514 848 2424 ext. 2942
Fax: +1 514 848 4576

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