Dynamic multiculturalism continues to be a vital aspect of global marketing that affects consumers and businesses around the world. This special issue aims at focusing on the emergence of Asian countries as one of the leading markets in the global economy, and the associated application of marketing science that makes Asian countries an exciting opportunity for marketing practices today. There are numerous reasons to bring out the special issue for which the time is now opportune. The advent of research on emerging markets is increasing, especially in the Asian countries. Recent research within the last two decades (e.g., Sheth 2011; Gu, Hung, and Tse 2008; Hitt et al. 2000; Hoskisson et. al., 2000) have highlighted the challenges and excitement in the application of marketing science in the context of emerging markets. However, the marketing literature with a focus on Asian markets is still emerging (e.g., Jaikumar and Sarin, 2015; Mishra et al., 2015; Tat et al., 2015; Singh et al.,2015; Singh & Das, 2013). Moreover, the gross domestic product of the emerging markets will take over that of advanced markets by 2035 (Wilson and Purushothaman 2003). This issue emphasises the need for educators and business leaders to recognise, appreciate, and understand the significance of the application of marketing science in the Asian environment including different cultures and cross-cultural business practices, as they affect both domestic and multinational marketing strategies.
Both conceptual (or theoretical) papers, as well as empirical papers, are welcome, and the special issue is also agnostic to any method or methodologies that may be used by contributing authors.
The issue will carry revised and substantially extended versions of selected papers presented at the National Marketing Conference, but we also strongly encourage researchers unable to participate in the conference to submit articles for this call.
Suitable topics include, but are not limited, to the following:
- Research methods in marketing
- Application of new technologies in marketing
- Experiment with and expend marketing practices in Asia
- Generate and integrate new ideas in marketing
- Comparison of marketing strategies
- Marketing science and consumer protection
- Neuroscience and marketing
- Marketing research productivity
- Selecting markets in Asia
- Market entry modes in Asia
- Marketing adaptation tools and techniques
- Social media analytics
- Marketing science and field experiments
- Measurement of marketing effectiveness
- Optimising click-through in online marketing
- Technology driven marketing strategies
Manuscripts due by: 15 October, 2017
Notification to authors: 30 December, 2017
Final versions due by: 15 February, 2018