GoingToMeet

The sixth meeting of the Royal Bank International Research Seminar will exceptionally take place in beautiful Tokyo, at Ryutsu Keizai University, Chiba, Japan, September 9 to 12, 2010. This special seminar is co-sponsored by the Korean Academy of Marketing Science, Ryutsu Keizai University, the Society for Marketing Advances and the Journal of Business Research. The main topic of this seminar is to explore the relationships among the concepts of globalization, consumer culture and marketing strategy. The main objective of the seminar is to bring together international researchers from different disciplines interested in advancing knowledge on the influence of culture and culture change in the development of marketing strategies. The role of culture in the consumer decision-making process is an area in need of new developments, theories and knowledge in light of the trends toward global consumer markets and the rapid growth of existing and new products (e.g., goods and services) around the world.

Papers are sought in the following key areas of marketing strategy (the list is not exhaustive):

• Advancing the theory and managerial implications of the influence of culture on marketing strategy

• Understanding the global consumer, in particular acculturation toward the global consumer culture

• Cross-cultural methodological issues in a marketing context

• Development of invariant scales in culture and marketing

• Service expectations, service experience and delivery perceptions across cultures