Conference Tracks & Track Chairs
Sessions in the 2015 emerging markets conference are divided into 14 tracks. Each
track covers a topic that directly relates to the theme of the conference. Tracks
included in this conference are:
Track 1: Winning with digital marketing and social media
The advent and rise of digital marketing and social media networks in the emerging
markets has offered many opportunities to marketers such as building brands, connecting
with consumers, and influencing consumers’ perceptions, attitudes, and purchase
intentions. At the same time these technological developments have raised many questions
and presented challenges to marketers. In this track we will examine opportunities,
challenges and applications of digital marketing and social media in the emerging
markets. The track invites research papers from academicians, researchers and industry
practitioners on the following and related topics:
- Using social media for two-way communication with consumers
- Digital marketing and social media opportunities across sectors
- Impact and assessment of digital marketing and social media in the B2B sector
- Digital marketing and social media opportunities in the emerging markets
- Building brands with digital marketing and social media
- Big data, social media analytics and ROI
- Consumer motivations to share content on social media platforms
- Social network’s psychological impact on users
- The emerging role of social networks in crowd-sourcing and new product development
- Brand sentiments and online conversations
- Leveraging social media networks to drive sales
- Symbolic consumption on digital platforms
- Integration of social media and digital marketing with traditional media platforms
- Social media as a distribution channel
Prof. Bikramjit Rishi
Institute of Management Technology
Prof. Manjit Yadav
Mays Business School
Texas A & M University, USA
Track 2: Marketing 2.0: Redefining the value for customers
Marketing as a discipline has evolved over a period of time, from a more distributive focus to a consumer oriented one. Two remarkable changes responsible for a paradigm shift in the core focus of the discipline are, that it has become more rigorous and analytical in nature and secondly, it has become more relationship oriented focused on Consumer Perceived Value. Great interest has been generated in Value-based marketing, both amongst academia and industry, where Value has been increasingly seen as a multi-dimensional construct comprising of both utilitarian and hedonic aspects. It has implications for pricing and luxury branding, impulsive and compulsive consumption.
Value innovation can take the product offerings to a higher inelastic space, amidst parity syndrome unleashed by the supply side developments. Against the most prevalent tenets of Value, the innovation lies in redefining it using a different metric which can assure a more sustainable competitive advantage to the firm. The redefinition of Value entails taking strategic corporate decisions in the light of dynamic consumption behaviour marked by existence of social web and heuristics.
Track 3: Branding in emerging economies
Branding has over the decades acquired various strategic roles to accommodate an
ever evolving marketplace; as product identifier, object for loyalty, carrier of
meaning and emotion, expressions of prestige, status and the self, the subject of
stories that consumers tell to themselves and others. Which of these roles, and
which others not as yet conceived, will be of relevance in the 21st century marketplace,
which has become unprecedentedly complex, fragmented, global, dynamic, hypercompetitive,
and, now, digital?
Concerning the latter, the digital era is in its formative stages, and thinking
about the roles for branding within it is still coalescing. One thing that is clear
is that the brand, an old idea, is far more important and essential today than ever.
For example, if we are to have a presence “in the cloud,” or be of interest to and
engage the consumer, our product must be branded. But, how are we to cause our brand
to be present, interesting and engaging? To assist with these questions, various
ways of thinking about the current branding problem have been offered, including
brand equity, emotional branding, experiential branding, brand personality, and
brand culture and community. But, do they work? Are they proven? Will they suffice?
Are there other, better ways to reconceive branding for today’s eclectic markets?
And, once they are found, will what works for some markets work for all others?
Will those branding ideas that are right for western markets also be right for emerging
markets? Or, must we re-reconceive branding for the latter? These are the questions
to be taken up by the “Branding in Emerging Societies” track.
Prof. Larry Garber
Martha & Spencer Love School of Business
Elon University, North Carolina, USA
Prof. Bibek Banerjee
Track 4: Marketing to Rural and Bottom of Pyramid Consumers
This track will stimulate intellectual discourse on marketing practices for consumers at the bottom of the pyramid in the emerging markets. Rural markets in emerging economies are characterised by inefficient, poorly run, weak infrastructures and populated by low-income and unconnected consumers. Dynamics of these markets differ significantly from leading developed economies. The track would highlight how companies can use innovative strategies to service these consumers profitably. Submissions should focus on how innovation is transforming marketing practices and strategies emerging economies. These can explore the role of entrepreneurs, governments, large enterprises, social enterprise, NGOs and other bodies in marketing products and services to consumers at the bottom of pyramid. Submissions may explore the role for technology in enabling innovation for the creation of opportunities for the delivery and development of goods and services in both the public and the private sector. In this track we would also like to learn about how such innovations become an enabler of market effectiveness in emerging economies. Such studies can provide showcases of the innovative and entrepreneurial capabilities in emerging markets. With this track we are seeking a nuanced understanding of marketing practices that encapsulate an in-depth understanding of how social systems, cultures, organizations, institutions and management combine resources and skills to persist in ensuring sustainable marketing in emerging economies.
Prof. Sudhanshu Rai
Copenhagen Business School,
Prof. Kerry Chipp
Gordon Institute of Business Sciences,
University of Pretoria, South Africa
Track 5: Social Enterprise & Healthcare in Emerging Economies
Consumers in the emerging markets, particularly those at the bottom of the pyramid offer an opportunity to various types of organisations, including those in the healthcare industry, to generate significant revenue and, at the same time, burnish their brand image, by being a force for good in society by addressing the unmet needs of the poor.. This track is designed to examine the major developments in social enterprise and the healthcare sector in the emerging markets. This track welcomes empirical/ conceptual/ mixed approach based papers related to social enterprise and the healthcare sector of emerging economies. Case studies based on the best industry practices in emerging markets are also welcome. Specifically, this track focuses on the following (as well as other related) topics:
- Social enterprise to meet the unmet consumption needs of BOP consumers
- Social enterprise to harness the skills and capabilities of the poor and provide market access for the same
- Social enterprise to upgrade the quality and utilization of the assets of the poor
- Social enterprise in the healthcare sector
- Private healthcare in emerging markets
- Serving patients in the emerging markets
- Public private linkages in the healthcare sector
- Business models for effective healthcare delivery in emerging markets
- Marketing as lever of performance improvement and value creation in the healthcare sector
- Trends in medical technology and impact on value creation
- Frugal innovations in the healthcare sector
- Innovations in hospital services in the emerging economies
Track 6: Marketing to shape a sustainable society
Marketing and its societal impact is best explained by Peter Drucker‘s (1958, p.272) view on the purpose of marketing: “Marketing is……. the process through which economy is integrated into society to serve human needs.” Marketing practices are indeed responsible for building a sustainable society and theory building in areas such as sustainable market orientation, green marketing and social marketing, is an important imperative to align managerial practices with societal concerns. A broader view of marketing management is necessary, especially when the society faces issues arising out of deficiencies in governance and overemphasized short-term profitability. More specifically, marketing needs to reinvent itself to lead the efforts on building sustainable business. We invite papers exploring the new paradigm of sustainability which could relate to, but not restricted to the following topics:
- How do marketers align brand positioning with sustainable consumption?
- What could be the impact of regulatory and legal environment to promote the idea of sustainable marketing?
- What role do social media play in promoting sustainable marketing?
- What are new matrices needed to manage marketing strategies for influencing societal change?
- Shaping a sustainable society – is this creating new business opportunities? How are marketers leveraging their resources and responding to new opportunities? Are these opportunities promoting entrepreneurship?
- How should marketers promote sustainable consumption?
- How to promote and integrate CSR ideas into overall marketing strategies?
- How does big data analytics help marketers in responding to social needs?
- How does CSR influence marketing personnel’s sense of purpose in their jobs?
Prof. Rakesh Kumar Singh
Institute of Management Technology
Prof. Wei Lu
Shanghai Jiao Tong University
Track 7: Promoting and Communicating Value in Emerging Markets
This track focuses on the evolving nature of marketing communications in emerging markets. The marketing communications landscape has seen dramatic changes with rapid technological changes leading to altered communication modes for consumers. While traditional marketing communications focused mainly on one-to-many communication models, consumers today have a significant voice in the dissemination of information about products through the internet in general and social media in particular. The number of voices clamouring for the attention of consumers’ attention also has forced organizations to be more innovative in communicating effectively to their target consumers. Effective promotions also require careful analysis of the needs of the target consumers through analytics. We invite papers that examine all aspects of this evolving communications landscape from alternate communication and promotion models to technological innovations to better communicate value to consumers in emerging markets, including topics such as:
- Ethical issues in marketing communications
- Social and cultural issues in marketing communications
- Emerging market solutions to key marketing communication issues
- Aligning message, media, and metrics
- Customer engagement
- Sustainable advertising
- Communicating for social welfare
- Social media analytics
- Mobile marketing and location marketing
- Word-of-mouth marketing
- Strengthening the link between online and offline marketing communications
- Micro marketing
- Technological innovations in marketing communications
- Innovative sales promotions in emerging markets
- Models for better engaging consumers with organizations
Prof. Tripti Ghosh Sharma
Institute of Management Technology
Prof. Rajiv Vaidyanathan
Labovitz School of Business & Economics
University of Minnesota, Duluth, USA
Track 8: Creating Value in the Supply Chain
This track invites papers that address issues related to ‘creating value in supply chain’ and covers topics that broadly highlight value creation in supply chain by improving efficiency from both upstream and downstream supply chain perspectives. Research topics that could fit this track include but not limited to: procurement, logistics, operations, supply chain strategy, warehousing, strategic sourcing, distribution, retailing, vertical integration, disintermediation, inter-organizational relationships, supply chain technologies and new trends in supply chain management. The papers can be both conceptual and empirical in nature. The papers that adopt case study approach are also welcome.
Prof. Abdul Waheed
Institute of Management Technology
Prof. Imad Baalbaki
Olayan School of Business
American University of Beirut,
Track 9: Consumer Behavior in Emerging Markets
This track invites papers on consumer behavior in emerging markets. Studying how consumers think and act has been a core focus of consumer research. While this research has yielded key insights into how consumers evaluate, experience, and express themselves in the marketplace, there is much more to learn about consumers in emerging markets. Broad topics of interest include, but are not limited to, attitude formation and change, personality, motivation, consumer values and belief systems, perception, communication, product assortments and choices, consumer boycotts, consumer reactions to corporate social responsibility, brand loyalty, judgment and decision making, information processing, diffusion of innovation, social media, promotions, and issues dealing with reference groups, family, cultural, psychological, situational, or social influences on consumer behavior. Papers that assess the generalizability of accepted marketing theories to the emerging markets context (e.g., replication studies) or propose new theories that are grounded in the emerging markets context are particularly interesting.
We welcome conceptual and/or empirical research papers. Qualitative, quantitative, or mixed-method research approaches are welcome, including case studies or documentation of best practices in the industry.
Prof. Vimi Jham
Institute of Management Technology
Prof. Steve Burgess
Nelson Mandela Metropolitan University,
Port Elizabath, South Africa
Track 10: Distribution and Retailing in Emerging Markets
This track covers the entire range of issues concerned with making products available
to consumers in the emerging markets. Specifically the tracks covers distribution
and retailing activities. In distribution, the track covers but is not confined
to redefining value through development of distribution models and strategies for
emerging markets, distribution logistics, issues of Salesforce management in distribution,
marketing channel management, channel design and structure, channel dynamics and
conflict, use of technology in distribution and recent innovations in distribution
and channel management. In retailing, research is solicited on aspects like retailing
environment and policy in emerging markets, organized and unorganized retail in
emerging markets, consumer dimensions of retailing, retail formats and verticals,
franchising, shopping malls, retail supply chain and back-end operations, issues
relating to retail HR, elements of retail-mix, store management and store operations,
and technology applications in retailing.
Prof. Harvinder Singh
Institute of Management Technology
Prof. Rajiv Dant
Price College of Business
University of Oklahama, USA
Track 11: Measurement, Research and Analytics in Emerging Markets
The Analytics track covers the entire gamut of analytically focused papers, dealing with emerging markets problems. The focus is on the use of novel analytical, statistical, and big data techniques to solve problems in any managerial field. The track includes, but is not necessarily bound by statistical models on managerial data, marketing analytics (market mix models, retail analytics, customer acquisition, customer lifetime valuation ), financial analytics (risk analytics, credit risk modeling, Basel models, probability of default and loss given default modes ), quantitative finance (including risk and valuation models for derivatives), statistical and numerical models of managerial data, HR analytics (including attrition analytics, training analytics), operations analytics (including logistics, supply chain), big data analytics (using big data and latest database techniques to better analyze large datasets), predictive models in any of the mentioned fields or on any related disciplines. The track also includes current developments in measurement and research design issues especially relevant for emerging markets. Quantitative and analytics papers dealing with economics, psychology, social sciences, behavioral sciences and decision making, which have direct management applications and applicability to public (government) sector issues, especially from an emerging markets perspective, are also welcome.
Track 12: Product Management in Emerging Markets
The business firms of the world are focused on emerging markets. With high rates of growth, nascent levels of market development, low levels of market penetration, the emerging markets have become growth drivers for many large firms amidst stagnated or low growing matured markets of the developed world. This track will amongst others will focus on the following:
- Product Development Strategies in emerging markets
- Innovation and New Product Development in Ems
- Approaches of insight generation to drive innovation for e.g., crowdsourcing, co-creation, channel input, and employee input
- Innovation at both ends of the socio-economic spectrum
- Social and Cultural Impacts on Product Adoption
- Diffusion of New Technologies in Emerging Markets
- Impact of New Products on Customers Role and Relationships with others in Society
- New Products and Consumer wellbeing,
- Positional impact and in Social Hierarchy and Conspicuous Consumption
- Understanding customer perceptions of product and service value and its measurement
- How can key drivers of customer value be identified and calibrated? How can the right attributions be made?
- How can marketers influence and frame customer perceptions of value?
- Setting up of prices to reflect customer, competitive, and consumer considerations
- Concept of Fair pricing in Emerging Markets
- Pricing Innovation for New and current Products
- Product Diffusion Models in EMs
- Role of Packaging in EMs
- What are the implications of different promotional pricing policies
- Role of Branding in Product Adoption
- Promotional and Branding Strategies in Emerging Markets
Track 13: Pricing and Value in Emerging Markets
Pricing in emerging markets requires innovations and strategies that are different from those required in already established markets.
Emerging markets also display price competitiveness that is sometimes more intense than in already formed economies. Furthermore they feature products that are different in scale, scope and attributes from products that form the core of established markets. Cellular video technology, alternative sources of energy, micro-finance, micro-saving, rainfall insurance are some examples of products that are a part of emerging markets.
Emerging markets are sought by investors for the prospect of high returns, as they often experience faster economic growth as measured by GDP. Investments in emerging markets come with much greater risk due to political instability, domestic infrastructure problems, currency volatility and limited equity opportunities. Also, local stock exchanges may not offer liquid markets for outside investors.
Prof. Sujoy Chakraborty
Jawaharlal Nehru University
New Delhi, India
Prof. Rahul Sett
Carey Business School
John Hopkins University,
Track 14: Marketing Strategies for penetrating Emerging Markets
Emerging Markets also referred as Developing Countries or Developing Economies are
fast becoming the key driver of global growth. These emerging markets constitute
the major growth opportunity in the evolving world economic order and are characterized
as transitional markets, as they are in the process of moving from a closed economic
system to an open market system. According to International Monetary Fund estimations
Eemerging Economies are expected to grow two to three times faster than the developed
nations. While established markets becoming saturated, multinational corporations
(MNCs) have turned increasingly to emerging markets (EMs) in the developing world.
But these Emerging Markets poses both tremendous opportunities and unique challenges
to MNCs. On one hand, they can target billions of new consumers in the emerging
markets and on the other; their marketing programs needs to be adapted for those
In order to attract billions of new consumers, the marketing programs of MNCs need
to be rethought from the ground up. To accelerate their penetration in emerging
markets, and to sustain profits over time, these MNCs must offer emerging consumers
different value propositions, modify their distribution and marketing strategies,
and achieve global scale and local focus. Until companies better understand the
needs of emerging consumers and adapt their business models to serve them more efficiently
and effectively, their growth will be limited.
As Emerging Markets differ radically from developed markets, they raise new strategic
questions that traditional marketing frameworks do not answer. How marketing theories
and practices are similar and how those are different in the emerging markets and
in the developed markets? In order to succeed, we should understand the behaviour
of emerging market consumers like, how they think, what they feel, what they expect
and how do they shop. What will make them happy and what upsets them. The challenge
is to determine the most effective way to reach and serve them. Developing customer-centric
marketing strategies to penetrate in the emerging markets become the most challenging
task of a marketer and it needs a well thought out program to succeed in a highly
competitive and volatile environment of the emerging markets.