Day 1 – June 2nd, 2020


14.30 – 15.15 (CET) ”Impact of Covid 19 Pandemic on Emerging Market Consumers”

Professor Jagdish Sheth (Please see Professor Sheth’s presentation on this link)


15.15 – 16.00 (CET) ‘‘Fostering High Impact Marketing Research and Publications in Emerging Markets: Opportunities and Challenges

Professor Mercy Mpinganjira



Day 2 – June 3rd, 2020


18.15 – 18.45 (CET) “Research in Emerging Markets: Raising the Standard through Rigor in Research Methodology”

Professor Naresh K. Malhotra


18.45 – 19.15 (CET) “Future Trends in Advertising Research and Research Needs in Emerging Markets” 

Professor Charles R. Taylor


16.30 – 18.00 (CET) “Challenges in Marketing Research in Emerging Markets” (Panel was recorded and the video is available on this link)

Panel keynote presenter: Professor Vesna Ĺ˝abkar (Please see Professor Ĺ˝abkar’s presentation on this link)

Panel moderator: Professor Maja Zalaznik

Panel Discussants:

  • Ms. Janja BoĹľiÄŤ Marolt, Founder and managing director of Institute for Marketing and Media Research, Mediana; National representative of ESOMAR for Slovenia
  • Mr. Janko HoÄŤevar, Founder and managing director of Aragon, research & planning

The focus of the keynote are challenges that marketing researchers meet in emerging markets of Central and Eastern Europe. Our aim is to map the development, current state and future perspectives of marketing research in the region. To present institutions, collaborators, topics and most influential research, we apply a bibliometric analysis of the three decades of publications from the region. The keynote builds on opinions from three generations of researchers in the region, (1) the generation that started research before 1990s in the former Yugoslavia, (2) the currently active generation and (3) the future generation of current PhD students and postdocs. Their views were collected through on-line qualitative research and interviews in May 2020. We analyse  their assessment of economic, political and socio-cultural environmental challenges as well as challenges they meet in research processes, resources and available infrastructure. Outlooks for the future of marketing research in emerging countries will be discussed.