EMCB 2020 invites authors to submit extended abstracts to any of the following 13 tracks:

  • Base of the pyramid (BOP) marketing
  • Big data and analytics
  • Brands and brand management
  • Business-to-business marketing and sales management
  • Consumer behavior and culture
  • Context-specific issues in marketing
  • Green/sustainable marketing
  • Innovation and trends in the changing environment
  • Marketing in SMEs
  • Marketing communication in digitalized era
  • Marketing strategy
  • Services marketing and retailing
  • Specifics of marketing in the Central and Eastern European countries

Please find the description of all tracks below.



Track: Base of the pyramid (BOP) marketing

Track Chair: Assistant Professor Barbara Culiberg

This track focuses on a large but overlooked market of consumers with low spending power, i.e. the base of the pyramid (BoP) market. We are interested in a range of topics, such as subsistence marketing, BoP marketing tools, consumer characteristics, buying behaviour, and segmentation of BoP markets – to name a few. Papers that develop new theoretical lenses and conceptualizations or propose alternative methodological approaches for BoP markets are especially welcome.


Track: Big data & analytics

Track Chair: Assistant Professor Vatroslav Å kare

In this track, we invite papers that offer insights into the role and application of Big data and analytics in various areas of business administration: marketing, management, finance, accounting, managerial informatics, entrepreneurship, and international business. The topics of interests include, but are not limited to, big data theory development, 5Vs of big data, data mining, big data processing, analytics tools, big data visualization, and especially big data and analytics application in various business settings.


Track: Brands and brand management

Track Chair: Professor Đurđana Ozretić Došen

This track invites papers that cover a broad range of topics in theory and application of brand management which are consistent with the conference theme of growing business in emerging markets. Topics of interest include, but are not limited to, brand extensions, brand revitalization, co-branding, brand experience, brand co-creation, brand communities, corporate brands, internal branding and branding metrics.


Track: Business-to-business marketing and sales management

Track Chair: Associate Professor Barbara Čater

In this track, we look for papers that offer insights into marketing and sales activities in business-to-business (B2B) markets. The topics of interests include, but are not limited to interfirm relationships, business networks, B2B marketing-innovation link, value, servitization, B2B buying behavior, the specific characteristics of the marketing mix, B2B analytics, and sales management.


Track: Consumer behavior and culture

Track Chair: Professor Irena Vida

This track welcomes papers that offer insights into consumer behavioral and socio-psychological responses to the marketing stimuli and to the changing cultural, digital and economic environment. Considering the focus on the emerging markets,   both the replication research assessing the generalizability of accepted theories and studies identifying novel constructs in the emerging markets context are especially interesting. Global/local/glocal consumer culture. Ethnocentrism, xenophobia, animosity, cosmopolitanism and multiculturalism shaping consumer behavior. Social identity and identification. Urban elite and middle-class segments vs. low-income segments and subsistence marketplaces. While these are but a few examples, the track is open to variety of topics and methods that shed light on how consumers behave.


Track: Context-specific issues in marketing

Track Chair: Professor Svetla Marinova

There is a noticeable paucity of research addressing the complexity of contexts in the emerging economies from a marketing perspective. The purpose of the submissions to this track is to contribute to filling in this extant gap. Papers dealing with issues such as creating and co-creating value in the contexts of institutional voids or marketing performance impediments in the challenging environments of markets in the emerging economy contexts, but definitely not limited to them, will be welcome to this track.


Track: Green/sustainable marketing

Track Chair: Associate Professor Mateja Kos Koklič

This track invites papers which aim to contribute to the general understanding of different aspects of green/ sustainable marketing, regardless of methodology. The topics of interest include, but are not limited to, sustainable marketing strategy, sustainable marketing mix, sustainable consumer behavior, and benefits of sustainable marketing.


Track: Innovation and trends in the changing environment

Track Chair: Professor Marina Dabić

This track invites papers which aim to address the identified innovation challenges. This is built on strengthened University-Industry Research Cooperation whereby both universities and industry partners and, when present, also government partners, embrace the espoused paradigms of the Three O’s – Open Innovation, Open Science, and Open to the World (EC, 2016). Moreover, since innovation goes beyond mere invention, for innovation as a process to produce innovation as an outcome, considerations about the commercialization, economic valuation and impact assessment, to name a few, must be factored in. This requires the involvement of expertise in social sciences, engineering, economics, business and marketing disciplines to work alongside the STEM. Multilevel and multisectoral analysis are welcomed.


Track: Marketing in SMEs

Track Chair: Assistant Professor Mateja Bodlaj

In this track, we invite papers that offer insights into the role, organization and management of marketing activities in small and medium-sized enterprises (SMEs). The topics of interests include, but are not limited to, marketing style, internationalization, innovation, branding, pricing, marketing channels, and marketing communication in SMEs.


Track: Marketing communication in digitalized era

Track Chair: Professor Vesna Žabkar

We invite papers that offer insights into advertising and communication from the multitude of perspectives, including digital and traditional media, emotional and social media communication,  content and creativity, influencer marketing, user generated content, CSR, promotion of sustainable behavior, and privacy and ethics in marketing communications.


Track: Marketing strategy

Track chair: Professor Marin A. Marinov

The track welcomes submissions studying long-term activities in the field of marketing analyzing the strategic intent of firms as well as their preparation, assessment and adoption of market-oriented strategies. We look for scholarly works addressing marketing strategy focusing on various contexts, namely firms form developed economies operating in emerging economy contexts and emerging economy firms functioning in developed economy markets. Academic articles enriching our knowledge and understanding on the motives, values and frontier specifics of the marketing strategies applied by both advanced and emerging economy firms and opening avenues for future research on firms’ marketing strategies are suitable for this track.


Track: Services marketing and retailing

Track chair: Professor Tomaž Kolar

The role of service businesses in the global economy has been growing significantly in recent years and will continue to grow. Consequently, there is need for advancing the research in the area of service marketing and retailing in order to support and facilitate development of this important sector, particularly in the developing economies. We invite conceptual or empirical research presentations, and/or country context case studies, enabling both academics and practitioners to better understand the socio-cultural, economic and technological influences on services marketing and management. In addition diverse business aspects related to management, marketing and service outcomes (e.g. experiences and transformations) are warranted. Delegates are invited to present completed research projects or work in progress, which needs to address both the theoretical and practical implications of the findings.


Track: Specifics of marketing in the Central and Eastern European countries

Track Chair: Professor Maja Makovec Brenčič

In this track, we invite papers that offer insights into the specifics of marketing and its development in the Central and Eastern European (CEE) region. Diversity of the region on one side and the globalization challenges on the other are asking for different approaches and understanding of the CEE environment. The topics of interests can include all areas of marketing, if possible, grounded with up to date data and research.