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CALL FOR PAPERS：7th International Conference organized by Asian Centre for Branding & Marketing(ACBM)
发布时间：2013-10-08       浏览量：
Call for Papers

7th International Conference organized by
Asian Centre for Branding & Marketing (ACBM)
The Hong Kong Polytechnic University

‘Branding and Marketing in a Global Marketplace –
An Asian Perspective’

18 Nov, 2013 (Mon)

Senate Room, M1603, Li Ka Shing Tower
The Hong Kong Polytechnic University

Submission Deadline: 14 Oct, 2013
Email: msacbm@polyu.edu.hk

Conference Information & Registration:
http://www.polyu.edu.hk/mm/acbm/en/events/upcoming.html

CALL FOR PAPERS
‘Branding and Marketing in a Global Marketplace – An Asian Perspective’
7th International Conference organized by Asian Centre for Branding & Marketing
(ACBM), at The Hong Kong Polytechnic University, Hong Kong (18th Nov, 2013)

Introduction
We live in exciting times, as the continued trend towards globalization changes the global
business landscape by not only making the global markets more competitive but also offering
new opportunities to the consumers and marketers from the emerging markets, especially in
Asia. These changes are forcing companies from the emerging markets in Asia and elsewhere
to explore and experiment with innovative ways to create a competitive advantage in the
global marketplace. In such a dynamic business environment, it is important for both
academics and managers to understand how these companies conceptualize, develop and
implement their marketing strategies, including new products and services, advertising and
communication, branding, sales and distribution channels, pricing and sales promotions etc.
Besides these regular issues, business ethics and corporate social responsibility are also
acquiring major importance in marketing-related decision making around the world.
In view of the above, we thought it would be appropriate to have ‘Branding and Marketing
in a Global Marketplace – An Asian Perspective’ as the theme for the 7th International
Research Conference/Symposium, to be organized by the Asian Centre for Branding and
Marketing (ACBM) formerly known as the Asian Centre for Brand Management. We
welcome both conceptual articles and empirical research papers that address the conference
theme of branding and marketing in the global marketplace with new theoretical insights and
managerial implications. We encourage scholars from all over the world to share their ideas
and findings, especially from emerging markets in Asia and elsewhere.
Conference Schedule
This conference will be organized on 18th Nov (Monday) at The Hong Kong Polytechnic
University (PolyU) campus. We plan to kick-off the event with a keynote address by Prof
Gerald Gorn, Chair Professor in the Department of Management and Marketing at PolyU,
and a renowned marketing academic. Next, we will have several parallel sessions before and
after lunch, focusing on specific topics such as B2B marketing, consumer behavior, ethics in
marketing, marketing in China, services marketing, strategic marketing, emerging economies
and retailing. At the end of parallel sessions, we will have a plenary session, to be addressed
by Ms. Viveca Chan, a leading advertising and branding professional from Hong Kong
marketing community with wide experience across Asia-pacific region. We will end the
conference with a reception in the evening at our very own Hotel ICON, near PolyU campus.
Conference Tracks & Track-Chairs
We plan to have the following eight tracks, each chaired by a couple of faculty members in
the Department of Management and Marketing at The Hong Kong Polytechnic University,
the home of the Asian Centre for Branding & Marketing (ACBM). Please submit your papers
to only one track and mention the name of the track clearly on the first page of your paper as
well as in the subject header of your submission email.
1. B2B Marketing (Track Chairs – Dr. Flora Gu & Dr. Xubing Zhang)
2. Consumer Behavior (Track Chairs – Dr. Yuwei Jiang & Dr. Lingjing Zhan)
3. Marketing in China (Track Chairs – Dr. Sherriff Luk & Dr. Susan Tai)
4. Ethics in Marketing (Track Chairs – Dr. Ricky Chan & Dr. Y.H. Wong)
5. Services Marketing (Track Chairs – Dr. Kimmy Chan & Dr. Jackie Tam)
6. Strategic Marketing (Track Chairs – Prof Namwoon Kim & Dr. Minchung Kim)
7. Emerging Markets (Track Chairs – Dr. Thomas Leung & Dr. Ivy Chen)
8. Retailing (Track Chairs – Dr. Alison Lloyd & Dr. Leslie Yip)
Submission Guidelines
You may submit a full paper (20 pages, A4-size, double-spaced, including figures, tables and
references) OR an extended abstract (3-4 pages, A4-size, single-spaced, with no figures or
tables and only key references) via email to msacbm@polyu.edu.hk by 14 Oct (Mon). We
will announce the results by 21 Oct 2013 and release the final schedule by 28 Oct 2013.
(Note: Please submit your papers to only one track and mention the name of the track clearly
on the first page of your paper as well as in the subject header of your submission email.).
Important Dates
Issue of call for papers: 26 Aug 2013 (Mon)
Last date for submissions: 14 Oct 2013 (Mon)
Announcement of results: 21 Oct 2013 (Mon)
Release of final schedule: 28 Oct 2013 (Mon)
Registration & Conference Expenses
Please note that there is no registration fees for this conference but you will have to make
your own arrangements for lodging and boarding in Hong Kong if you are coming from
overseas. (Note: Do let us know if you need any help to find or book your hotel etc.)
RSVP
Dr. Piyush Sharma, Director (ACBM) Email: msacbm@polyu.edu.hk
Ms. Cheriann Wong, Project Assistant Phone: (852) 2766 4671
Dr. John Coombes, Research Fellow Fax: (852) 2311 4129

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