IIMK NASMEI International Conference

B - School Events

 

IIMK NASMEI International Conference
on
Marketing Strategies for Firms in Emerging Markets
at Taj Residency, Calicut, Dec. 21-22, 2004

Introduction

Emerging markets are rapidly becoming a major force in global competition. Past marketing strategy has focused primarily on developed economies. This conference aims to stimulate research and thinking on the problems of marketing strategy in emerging markets. Key issues include but are not restricted to the following: -

  • How do multinational corporations enter and succeed in emerging markets?

  • How are global brand names enhanced or threatened by entering emerging markets?

  • How can firms price their products, tap demand, yet avoid leakage through gray markets?

  • What channels of distribution ensure speedy penetration of emerging markets for new products/services?

  • How can marketing strategies enhance the welfare of less developed consumer segments?

Papers which are original, thought-provoking and based on data or ideas relevant to emerging markets such as (but not limited to) China, India, Eastern Europe, Russia, Mexico, Brazil, would be preferred. Competitive and marketing strategies for specific sectors (such as FMCG/Durables, B to B and Services), or industries (like Pharma, Steel, I.T., Telecom, Entertainment) within the overall theme are welcome, in rigorous conceptual, empirical or case study formats. Papers may touch upon any of the specific areas of marketing strategy, such as positioning, sales, branding, new product development, packaging, promotion, channel management issues, CRM, pricing, process, people, etc.

Location

Calicut (also called Kozhikode) is an idyllic coastal town in the beautiful state of Kerala, known for its palm-fringed beaches, tropical forests, and Ayurvedic therapy. You can plan on extending your stay if you wish to tour other parts of Kerala, Goa, or the exotic Maldives islands. The rivers of Kerala offer cruises into the scenic hinterland. December is pleasant, with sunny warm weather. Temperatures are generally around 20-28 degrees centigrade.

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