The economic growth model for the transitional economies in Central and Eastern Europe was based on a quick integration into EU Markets; consumer behaviour and marketing infrastructure would follow suit, finally creating a large homogeneous European market. However, international marketers are still faced with country-specific differences in consumer demand, local competition, and retail structures challenging the assumed convergence model. The Recession of 2008-09 did halt the economic catching-up process and again increased divergence. Shrinking disposable household incomes in CEE led to an increasing price-orientation and a widening of the bottom of the market pyramid. Multinationals following pan-European strategies have to make a balancing act to deal with these divergent developments.
We invite papers dealing with marketing issues in the transitional markets of the New Europe. This includes papers on marketing management, strategic marketing, buying behaviour, the marketing-mix, marketing organisation, B-2-B marketing, marketing and the environment and marketing and corporate social responsibility.
Paper submission: by April 20, 2015
Author notification: mid-June , 2015
Before uploading your submission, please read carefully and adhere strictly to the GUIDELINES!
Papers NOT adhering to guidelines will be deleted from the system.
The EMAC 2015 Regional Conference invites electronic submissions of papers, which should be in PDF format no later than April 20, 2015.
More information on Submission rules, Format & Process and the Guidelines can be found here.