Corporate Brand Management and Development: Issues and Perspectives

Call for papers

Developing a corporate brand is a challenge for companies, as it requires managers to align their company’s vision, mission, culture and values with its image and extend the philosophy to their business objectives. Once a corporate brand is developed, the next issue encountered by them is systematic management of its image and reputation amongst different stakeholder segments. Different scholars working on corporate brand management (Balmer, 2001; Foroudi et al., 2014; Gupta and Kumar, 2013; Harris and DeChernatony, 2001; Hatch and Schultz, 2001; Melewar and Karaosmanoglu, 2006; Urde, 2003) have taken different and multidisciplinary approach to address the strategic nature of a corporate brand. However, studies like these have not discussed links between strategic corporate brand management and policy related issues faced by both organisations and institutions.

Use of corporate brands with management strategies such as mergers and acquisitions by companies such as Unilever, Kraft, Nestle and Pepsico has helped them become very successful across national borders. But, their success and performance has been linked with horror stories such as use of child labour, which are detrimental to human beings, communities and societies. Although international business and international market controlling authorities such as World Trade Organization (WTO), International Monetary Fund (IMF), United Nations (UN) try to ensure that businesses and social environment created is good and healthy for everyone. Controls levied by these organisations are helpful but they are not able to change the progression of business environment towards monopolistic practices at the macro level and highly competitive at the micro level. This situation raises concerns about future of corporate brand management and consumers and highlights the role played by various actors and agents whose interventions have the power to convert conceptualisations of a corporate brand into reality.

Operating in such a dynamic business environment does not allow corporates to focus on the consequences of decisions taken by managers of their at the macro level. Furthermore, limited studies in this area of research reflect on the theoretical gaps that need to be addressed. Therefore, it becomes a moral obligation of academic scholars to conceptualise and validate externalities of corporate brand development on well-being of humans and societies through an innovative lens of an economist, human-resource managers, an operations manager, a logistics or customer service manager or product design, development and sales. Keynote speeches delivered by leading industry and academic experts from the field of corporate brand management will acknowledge trends, patterns and business practices to spark minds of current and budding scholars working in this area. With this purpose, we invite academics to use their insights with a comprehensive theoretical foundation to shed light on important considerations for better decisions by managers. Academic scholars are invited to interpret the given theme for conceptual, practical and empirical purposed using a multidisciplinary approach. We encourage researchers to submit their ideas on the topics suggested below in the form of an extend abstract of about 1000 words or a full paper of about 6000 words by November 5, 2017. Selected papers will be published in the form of conference proceedings. Topics for submission are not limited to:

• Corporate brand development
• Corporate brand management
• Corporate brand performance
• Corporate brand image
• Corporate brand reputation
• Corporate brand identity
• Corporate brand visual identity
• Corporate brand design
• Corporate brand marketing
• Corporate brand promotion
• Corporate brand communications
• Corporate brand advertising
• Corporate brand aesthetics
• Corporate brand ethics
• Corporate brand and social media
• Corporate brand and technology
• Corporate brand and bigdata
• Corporate brand and forecasting
• Corporate brand and internationalisation
• Corporate brand trust and user generated content and reviews
• Corporate brand and stakeholders
• Corporate brand and employee engagement
• Corporate brand and employee buy-in
• Corporate brand and social development
• Corporate brand and sustainable development goals
• Corporate brand management and risk
• Corporate brand relationships
• Corporate brand research methods
• Corporate brand and innovation
• Corporate brand and inclusion
• Corporate brand and social entrepreneurs
• Corporate brand and governments
• Corporate brand and institutions
• Corporate brand and policy makers
• Corporate branding for products
• Corporate branding for services
• Corporate branding for educational services
• Corporate branding for manufacturing
• Corporate branding for imports or exports
• Corporate branding for business-to-business customers
• Corporate branding for institutional customers
• Corporate branding for consumers
• Corporate branding for key account management
• Corporate branding for suppliers
• Corporate branding for vendors

MSP2024 invites PhD scholars to present their work at Doctoral Colloquium to a panel of experts in their field. These presentations will help them prepare for their PhD defence and Academic Career. Keynotes and interactions with following subject experts and other Distinguished Faculty invited at the Doctoral Colloquium will enable them to understand the requirements of a successful career in Higher Education or Industry.

Keynote speeches by leading international experts from the field of marketing, technology, management and development will be delivered. Stakeholders related to the field of energy, health and sanitation will come together with an intention to acknowledge recent trends, consumption patterns, business practices and scope for management from the point of view of social inclusion through social development.

We invite doctoral students, academic scholars and practitioners workng in diverse backgrounds to participate and submit abstracts of their related works for presentation. A wide range of topics that are not limited to the ones listed below will be covered:

• Technology for remote management
• Rural development
• Rural electrification
• Rural energy
• Rural health
• Energy management
• Food and Sanitation for ALL
• Education, skills and employability for ALL
• Gender equality and Diversity
• Capability development
• Absorptive capacity
• Global value chain

Please send your submissions as a word document to info@msp.com. All submissions will be subjected to a double-blind review process and they should use the following format:

• Title of paper
• Names of authors
• Institutional affiliation of authors
• Contact details of all the authors including their telephone number and email.
• Abstract should clearly state theoretical contribution, managerial implication, research context, research objectives, research questions, research methodology, main findings and conclusions.

Deadline for the submission of abstract: November 5, 2017

Acceptance or rejection: November 10, 2017

Registration opens: October 10, 2017

For further information, please contact info@MSP.com

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