Regent's Centre for Transnational Studies in collaboration with the Academy of Marketing B2B SIG organises a colloquium on B2B Marketing in Transnational Context.
2015 Colloquium: B2B MARKETING IN A TRANSNATIONAL CONTEXT
20th March 2015, Friday | 11:00 – 17:00
Venue: Faculty of Business and Management, Regent’s University London, Inner Circle, Regent's Park, London, NW1 4NS, UK (click here for directions to campus)
Globalisation has raised unprecedented and huge challenges for businesses. Technological advances, lowering of barriers, greater economic integration, and increased human mobility led businesses around the world to go transnational. The last two decades have not only transformed the way B2B firms interact with each other and with their suppliers, employees, customers and the public, while also reducing the impact of the geographical distances between businesses and their partners. Businesses cannot afford to ignore the Internet in addressing both their domestic and global markets to create new competitive and strategic marketing advantages or in transforming their organisational processes to be proactive rather than reactive or be innovative in positioning their companies and products in the global marketplace. Transnationalisation has clear implications for business and marketing strategies as well as the ways in which business functions are organised. The convergence in customer tastes, preferences, desires and wants goes hand in hand with a degree of localisation. Thus the celebration of the “glocal” arisen. Businesses have to respond to this by developing transnational strategies which take into account the need for integration and globalisation without neglecting what is local. Only a truly transnational organisation with matching organisational structures would succeed in such marketing environment.
The aim of this colloquium is to advance understanding of how managers draw inspiration and insights from the transnational context to design B2B marketing strategies and tactics.
Potential authors are invited to submit papers related but not restricted to the following topics:
- B2B marketing characteristics and principles in a transnational context.
- Organizational buying process in a transnational context.
- Online B2B marketing
- Global organizational markets assessment and segmentation
- Customer-supplier relationships and conflicts and their impact on trust and further in long-term commitment
- B2B services marketing
- B2B marketing channels and logistics
- B2B advertising and sales promotion
- B2B personal selling and sales management
- Supply Chain Management and Customer Relationship Management
- New tools for research in B2B marketing
- Environmental trends and new opportunities in B2B markets
- Ethical issues in B2B marketing
- Translating “glocal” into marketing strategies
- Rise and fall of the “national” produce
- Country of origin effects in B2B marketing
- Modes of market entry
Speakers from transnational industries are invited to debate on the colloquium theme.
Professor Len Tiu Wright, University of Huddersfield
Mark Bodega, Marketing Director of HiFx
Dr Charles Randall, Head of Solutions and Industry Marketing at SAS UK
Others are to be confirmed soon.
Submission of papers: 16 January 2015
Notification of acceptance: 15 February 2015.
Papers must not have been published, accepted for publication, or presently be under consideration for publication elsewhere. A standard double-blind review process will be used to select papers for the special issue. Please follow the guidelines on either of the journals mentioned above.
Local colloquium committee
Dr Lila Malliari
For any queries regarding the colloquium, please, contact:
For further information or queries, please contact:
Regent's Centre for Transnational Studies
Regent's University London
Regent's Park, Inner Circle
London NW1 4NS UK
Regent’s University London has no connection with Regent University of Virginia USA
Last updated: 01 February 2018
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