EMCB 2022 invites authors to submit full papers or extended abstracts (500-750 words) to any of the following 12 tracks:

• Business-to-business marketing and sales management

• Consumer behavior and culture

• Context-specific issues in marketing

• Green/sustainable/socially responsible marketing and ethics

• Innovation management and new product development

• International marketing

• Marketing communication in digitalized era

• Marketing in SMEs

• Marketing strategy

• Product and brand management

• Services marketing and retailing

• Special track: Early stage researchers

Please find descriptions of all tracks below.

Business-to-business marketing and sales management

Track Chair: 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.

Consumer behavior and culture

Track Chair: Associate Professor Mateja Kos Koklič

Track Co-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. 

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.

Green/sustainable/socially responsible marketing and ethics

Track Chair: Associate Professor Barbara Culiberg

This track focuses on the green, sustainable, socially responsible and ethical aspects of marketing. We are interested in a range of topics that demonstrate how marketing can have a positive impact on the environment and/or society from the perspective of businesses, consumers, or other relevant stakeholders. Papers that develop new theoretical lenses and conceptualizations or propose alternative methodological approaches to sustainable/green/socially responsible marketing are particularly welcome.

Innovation management and new product development

Track Chair: Professor Tanja Dmitrović

At a time of disruption in several industries, the 2020-2021 pandemic has increased the urgency for many companies to rethink their business and marketing models. To sustain profitable growth, it will be more necessary than ever to develop not just products, but product-service bundles that deliver value to customers in the way they want while managing rising costs. We invite papers that offer insights into the role, organisation, and management of innovation processes. We particularly welcome contributions addressing new business models that respond to customers’ changing consumption patterns (e.g., sharing/gig economy; new distribution channels; “product-as-a-service” offerings; etc.), as well as innovation processes under new conditions (e.g. should R&D be driven internally; how can data be leveraged; what is the role of co-creation, who should participate and what technologies enable it; how can the go-to-market process be accelerated; what alliances need to be formed to accelerate successful commercialization; etc.).

International marketing

Track Chair: Professor Maja Zalaznik

Is international marketing changing in this “new normality”? If so – how?  What are the learning cases and research from this area, which can help us understand the situation and future of international marketing in emerging parts of the world? The topics of this section can focus on all changes and impacts of international marketing, B2B and B2C changes, sustainability of marketing in emerging markets, marketing strategy developments and other topics which can help us understand the future of international marketing of selected markets. 

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.

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.

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.

Product and brand management

Track Chair: Professor Maja Konečnik Ruzzier

This track welcomes papers that offer insights into a broad range of fast-evolving branding field. Topics of interest include, but are not limited to, brand identity, brand equity, brand management, brand experience, brand engagement, brand co-creation, brand communities, sustainability issues in branding, internal branding, brand relationships and digital branding.  

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.

Special track: Early stage researchers

Track Chair: Assistant Professor Živa Kolbl

This track welcomes contributions that represent work in progress of early stage researchers. PhD students and other researchers are invited to submit their work that is at an early stage of development. This work may include initial development of a conceptual model and/or preliminary analysis of empirical data. Work in progress may address a broad range of relevant marketing topics. Candidates submitting to this track can expect assigned discussants at the conference who will give feedback and suggestions for future work.