Research on National Brand & Private Label Marketing , Barcelona, 29 Jun-1 Jul 2016; Deadline 20 Jan
Conference Dates and Venue: June 29th-July 1st, 2016, Barcelona, Spain.
Deadline for paper submission: January 20th, 2016
Conference Chairs: Francisco J. Martínez-López (University of Granada, Spain; Open University of Catalonia, Barcelona, Spain), Juan Carlos Gázquez-Abad (University of Almería, Spain) and Els Gijsbrechts (Tilburg University, Netherlands)
Conference Review Board (alphabetical order): Nawel Amrouche, Long Island University (USA); Chris Baumann, Macquarie University (Australia); José J. Beristain, University of the Basque Country (Spain); Enrique Bigné, University of Valencia (Spain); James Brown, West Virginia University (USA); Cristina Calvo-Porral, University of La Coruña (Spain); Ioannis E. Chaniotakis, University of the Aegean (Greece); Liwen (Brandon) Chen, City University of Hong Kong (China); Alexander Chernev, Northwestern University (USA); Chan Choi, Rutgers Business School (USA); Gérard Cliquet, Université de Rennes 1 (France); Giuseppe Colangelo, Catholic University of Milan (Italy); Ronald W. Cotterill, University of Connecticut (USA); Barbara Deleersnyder, Tilburg University (Netherlands); John Dawes, University of South Australia (Australia); Charles Gengler, City University of New York (USA); J. Tomas Gomez-Arias, Saint Mary’s College of California (USA); Oscar González-Benito, University of Salamanca (Spain); Csilla Horváth, Radboud University (The Netherlands); Eugene Jones, The Ohio State University (USA); Robert Paul Jones, The University of Texas at Tyler (USA); Lien Lamey, Katholieke Universiteit Leuven (Belgium); Mercedes Martos-Partal, University of Salamanca (Spain); Sebastián Molinillo Jiménez, University of Malaga, Spain; Dirk Morschett, University of Fribourg (Switzerland); Martin Natter, Goethe University Frankfurt am Main (Germany); Magdalena Nenycz-Thiel, University of South Australia (Australia); Nicoletta Occhiocupo, Oxford Brookes University (UK); Michael Pepe, Siena College (USA); William P. Putsis, University of North Carolina at Chapel Hill (USA); Natalia Rubio-Benito, Autonomous University of Madrid (Spain); Hanna Schramm-Klein, University of Siegen (Germany); Fiona Scott Morton, Yale University (USA); Raj Sethuraman, Southern Methodist University (USA); Randall Shannon, Mahidol University (Thailand); Ian Clark Sinapuelas, San Francisco State University (USA); Jay I. Sinha, Temple University (USA); Yaron Timmor, Arison School of Business (Israel); Rodolfo Vázquez-Casielles, University of Oviedo (Spain); Gianfranco Walsh, Friedrich Schiller University of Jena (Germany); María Jesús Yagüe Guillén, Autonomous University of Madrid (Spain); Jie Zhang, University of Maryland (USA); Cristina Ziliani, University of Parma (Italy); Pilar Zorrilla, University of the Basque Country (Spain).
Conference Sponsors: So far, this conference is sponsored by several institutions: Open University of Catalonia; IRI Spain; and the Spanish Association of Commercial Codification (AECOC).
Conference Publication: Conference papers will be published as a conference proceedings book entitled “Advances in National Brand and Private Label Marketing. Third International Conference, 2016” by the prestigious publisher – Springer. Conference papers will also be accessible online through Springer’s online platform, for quick and effective dissemination of the conference participant’s research work.
Call for Papers:
Conference’s main topic: Recovering strength: manufacturers and retailers adapting to a ‘new’ consumer
After a recession context, the economic climate has begun to show encouraging signs of recovery. At a time when the economy is regaining strength, both national brands and the majority of retailers need to recover some of the ground lost during the last four years, especially in those countries where consumption levels decreased during the crisis. In doing this, knowing the behavior of the ‘new’ consumer that emerged after the recession context is essential for both manufacturers and retailers.
Marketers are facing a consumer with a different shopping behavior, especially in the context of the Fast Moving Consumer Goods (FMCG) industry. There are indications that this ‘new’ consumer visits more stores, and shops more often but includes fewer items per basket. In addition, this consumer seems hypersensitive to price and actively looks for special offers and discounts before entering the store, even when more decisions appear to be taken in front of the shelf. Whilst during recessionary times it is generally easy to forecast how shoppers will react to marketing decisions, as most markets recover their strength, behavior is getting more unpredictable than ever.
Without any doubt, this new scenario offers new insights and opportunities for the whole industry. Manufacturers are advised to jointly plan with their retail partners, share information and work together; they should persuade retailers that stocking national brands benefits the store in terms of traffic and sales. On the other hand, retailers must focus on increasing their value as private label seems to be losing momentum in many countries. Retailers have to improve consumers’ shopping experience by adopting a shopper-centric approach. This value has to be developed in the physical store as well as in the online context. E-commerce is called to complement the offline channel, and it is expected to grow in the FMCG market as new forms of delivery, like click-and-collect, develop.
The targeted topics are, but not limited to, the following:
· Branding decisions in the online context
· Comparing NBs’ and PLs’ role in emerging markets with different levels of development
· E-commerce and M-commerce
· Managing NBs and PLs at different phases of the shopping cycle
· Retailers investing in their own manufacturing capacity
· Optimizing assortment range at different levels (locally, regionally, nationally)
· Improving PL value
· Sending the right message to the right audience: communication decisions for NBs and PLs
· Co-branding decisions for NBs and PLs
· Supply chain management
· Managing brand buzz for NBs and PLs
· Retailers selecting manufacturers for their PL portfolio
· Building brand equity in the context of NBs and PLs
· Addressing branding decisions from an omnichannel perspective
· Analyzing the development of organic and local-made PLs
· Balancing the customer base: attracting new customers vs. retaining old customers
· Strengthening the relationship between manufacturers and retailers
· Sharing information for building the ‘right assortment’
· Local vs. global NBs in emerging markets
· Resolving conflicts in the manufacturer-retailer interface
· Consumer preferences for NBs and PLs
· Delisting NBs and the effects on the distribution-channel relationship
· Price, promotion and shelf-placement decisions for retailers’ portfolios
· Optimizing shelf-space distribution between NBs and PLs
· Developing a ‘modern’ PL tiered strategy including new-value and super-premium PL ranges
· Product innovation decisions for NBs and PLs
· Recent food and non-food strategies for NBs and PLs
· Integrating offline and online channels
In order to submit a paper to the NB-PL 2016 main track you must register as an author at the conference management system at Easychair; click here to go to Submissions at the 2016 Conference?s site and see the authors? guidelines.
All papers must be formatted according to the conference’s format guidelines and submitted through the conference management system.
· Conference Paper Submission date: January 20th 2016
· Authors Notification date: February 15th 2016
· Accepted Papers camera-ready: March 20th 2016
· Conference Dates: June 29th-July 1st, 2016
For further information and updates, please check the conference’s website: http://www.nb-plmarketing.org/
We really look forward to meeting you in Barcelona and having a great time, sharing ideas and experiences in an amiable gathering.