Special Issue on Globalization and Regionalization
Special issue call for papers from International Marketing Review
The special issue will address the challenges that marketers face with the continuing trends towards speed and harmonisation of markets, technology push, credit availability and supposed homogenisation of consumer demand. In the field that we know as international marketing, the contrasting styles of adaptation and standardisation with their respective benefits and disadvantages have been mooted for years, culminating in the advice: ‘Go glocal’, thereby coining a hybrid word to attempt to capture a concept that seeks to harness opposing forces.
Globalization is a word that today fills many magazines, has been the focus of many books and learned articles, but we understand little about it. The forces of technology, people and organisations together create market demand but, given its importance, we ought to be able to delve deeper and learn more about its internal workings.
Standardisation and adaptation have been a regular part of the international marketing literature and appear in a discussion of each of the 4Ps (do we need then to think of seven or more?) but they have not been properly challenged as such. We have national, regional and global product mandates that host countries seek to guarantee for the subsidiaries based within their borders. Again, little scrutiny has been paid. Alan Rugman has gone further than most in arguing that there is no such thing as globalisation and that the most that we can seriously hope for is regionalisation. This would have an important effect on investment if evidenced. Over the years, Alan Rugman has contributed tremendously to the literature with conceptual work on internalisation and on the Porter Diamond. We need more conceptualisation to drive research in this area.
Submissions are made using Scholar One's Manuscript Central - mc.manuscriptcentral.com/imrev
PLEASE NOTE: During Stage 4 of the online submission process - page entitled "Details and comments":
At bottom of the stage 4 web page it will state: 'Please select the editor who will be handling this manuscript'. You should open the drop down list and select: 'Editor for special issue: Globalization and Regionalization'. Failure to select the above will mean the manuscript will not be submitted for consideration in this special edition and will be submitted via the system only for consideration in the main stream editions of the journal.
Direct any general indications of interest or requests for further information to the Guest Editors via email. Guest editor contact details