The 6th European Marketing Academy (EMAC) Regional Conference is organised by the European Marketing Academy (EMAC) in close collaboration with the Competence Center for Central and Eastern Europe at the Vienna University of Economics and Business (WU) and will commence on September 16 – 19, 2015 in Vienna, Austria.
“Convergence and Divergence in the New Europe: Marketing Challenges and Issues“
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.
The Doctoral Seminar of the EMAC Regional Conference is a one-day forum for doctoral students to meet their peers and leading academics in the field of marketing in order to discuss their dissertation research. All topics and methodological approaches within the broad field of marketing will be considered. Doctoral students at different stages of their dissertation process can apply for participation. The Doctoral Seminar precedes the main conference and takes place on September 16, 2015.
Programme Committee Chairs
- Adamantios Diamantopoulos – Chair of International Marketing, University of Vienna
- Bodo B. Schlegelmilch – Chair of International Marketing Management, WU
- Udo Wagner – Chair of Marketing, University of Vienna
Organisational Committee Chair
- Arnold Schuh – Director of the Competence Center for Central and Eastern Europe, WU