Special Issue on Globalisation and regionalisation

International Marketing Review

ISSN: 0265-1335

Article publication date: 30 May 2008



(2008), "Special Issue on Globalisation and regionalisation", International Marketing Review, Vol. 25 No. 3. https://doi.org/10.1108/imr.2008.03625caa.003



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

Special Issue on Globalisation and regionalisation

Article Type: Call for papers From: International Marketing Review, Volume 25, Issue 3.

The special issue will address the challenges that marketers face with the continuing trends towards speed and harmonisation of markets, technology push, credit availability and supposed homogenisation of consumer demand. In the field that we know as international marketing, the contrasting styles of adaptation and standardisation with their respective benefits and disadvantages have been mooted for years, culminating in the advice: "Go glocal", thereby coining a hybrid word to attempt to capture a concept that seeks to harness opposing forces.

Globalisation is a word that today fills many magazines, has been the focus of many books and learned articles, but we understand little about it. The forces of technology, people and organisations together create market demand but, given its importance, we ought to be able to delve deeper and learn more about its internal workings.

Standardisation and adaptation have been a regular part of the international marketing literature and appear in a discussion of each of the 4Ps (do we need then to think of seven or more?) but they have not been properly challenged as such. We have national, regional and global product mandates that host countries seek to guarantee for the subsidiaries based within their borders. Again, little scrutiny has been paid. Alan Rugman has gone further than most in arguing that there is no such thing as globalisation and that the most that we can seriously hope for is regionalisation. This would have an important effect on investment if evidenced. Over the years, Alan Rugman has contributed tremendously to the literature with conceptual work on internalisation and on the Porter Diamond. We need more conceptualisation to drive research in this area.

The special issue aims to include, but should not be limited to, the following topics:

  • Marketing opportunities in the enlarged European Union and the growing consumer markets of India and China

  • Offshoring and outsourcing and their role in international marketing today

  • India and China and their position within the new world trade order

  • Marketing to the West by the least developed countries and an action agenda

  • Market development and brand development when going global

  • Branding strategies at local, national, regional, European-wide and global levels

  • Competition policy, anti-trust and voluntary regulation of marketing and business practices

  • Legislative constraints against advertising, promotion and communication

  • Marketing planning on a pan-global scale

  • Born global companies and their need to service an international market from corporate inception

  • Corporate culture, language and conventions within the modern multinational

  • Evaluating local information and adapting global plans

  • Corporate structures and typologies for managing global business

  • Intellectual property and industrial property rights in an age of fast communication and national interdependence

  • Challenges to standardisation and finding an effective marketing mix

  • The Euro and its place in international marketing inside and outside Europe

  • Cross-cultural challenges to globalisation

  • The ethics of doing business across world markets and whether there is or can be uniformity of approach

  • The future implications for global consumers of increasing corporate size and regulation

  • Can extant marketing theory teach us anything about what to expect, whether practitioner or academic?

Empirical papers are being sought. All articles should be original contributions and should not be under consideration for any other publication at the same time. Single country studies will not be considered, and preference will be given to contributions that bridge the gaps between countries on shared topical issues.

All submissions will be reviewed in accordance with the established reviewing process of the International Marketing Review. They will be evaluated on the basis of originality, contribution and rigour.

The deadline for submission is 30 August 2008.

Submitted papers should be approximately 4,000-6,000 words in length, double-spaced, including figures, tables, notes, and references. The papers should be in line with the Notes for Contributors to the International Marketing Review. Please be sure to include a Structured Abstract. Up to six keywords should be included which encapsulate the principal areas covered by the article.

Please send four hard copies of your papers to either of the Guest Co-editors of the special issue at the following addresses:

Dr Stan Paliwoda, Professor of Marketing,Department of Marketing, University of Strathclyde, Stenhouse Building, 173 Cathedral Street,Glasgow G4 0RQ, UK. Tel: 0141 552 4400;Fax: 0141 552 2802; E-mail: stan.paliwoda@strath.ac.uk

Dr Stephanie Slater, Lecturer in International Marketing, Strategy and Business, Cardiff Business School, Aberconway Building, Colum Drive, Cardiff CF10 3EU, UK. Tel: 029 2087 6949; E-mail: slaters@cardiff.ac.uk

The journal home page and author guidelines may be accessed from: www.emeraldinsight.com/imr.htm

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