Revisit: Ethnic Marketing


10th Royal Bank International Research Seminar: The Future of Ethnic Marketing in a Globalized World, Montreal, 24-26 Sep 2015; Deadline 1 Apr

The extraordinary tenth meeting of the Royal Bank International Research Seminar will take place at the John Molson School of Business in Montreal, on September 24-26, 2015. This seminar is sponsored by the Journal of Business Research ( JBR). The main topic of this seminar is to explore the future of ethnic marketing in a globalized world. The main objective of the seminar is to bring together international researchers from different disciplines interested in advancing knowledge on the role of ethnic marketing in a changing world, where borders are losing their traditional protective function, markets are becoming more integrated, but at the same time some ethnic groups are reaffirming their identities. Marketers must now deal with the dual demands of globalized and localized communication programs.

Papers are Sought in the Following Key Areas of Marketing Strategy (the list is not exhaustive):

  • Advancing/Building the theory regarding ethnic consumption
  • Acculturation and ethnic identity influences on marketing strategies
  • Understanding the ethnic minority consumer behavior including role of acculturation
  • Ethnic financial consumption, remittances, and banking technologies
  • Family and reference group influences across ethnic cultures
  • Materialism, values and cultural tendencies across ethnic cultures
  • Role of religion across ethnic cultures
  • Transcultural, social wellbeing and public policy issues across ethnic cultures
  • Methodological issues relevant to ethnic marketing in the global market place
  • Ethnic marketing strategy formulation, segmentation and targeting issues
  • Service expectations, service experiences and delivery perceptions across ethnic cultures
  • Product quality perceptions across ethnic cultures
  • Product innovations, e-marketing and diffusion processes across ethnic cultures
  • Advertising perceptions and responses across ethnic cultures
  • Relational marketing across ethnic cultures
  • Pricing issues across ethnic cultures
  • Social media and internet based marketing issues across ethnic cultures
  • Ethnic marketing ethics and social responsibility perspectives.
  • Ethnic marketing branding
  • The impact of politics on ethnic marketing practice
  • B2B ethnic marketing
  • Multicultural brand communities and global social media
  • Communication and image of products in cross-cultural contexts
  • Mobility, transnational, and transcultural dimensions of ethnic consumption

Papers should be less than 30 double-space pages, 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 JBR special issue on The Future of Ethnic Marketing in a Globalized World.

The deadline for submissions is April 1, 2015

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
Tel: +1 514 848 2424 ext. 2942