Conference Theme & Paper Submission

Where the East kisses the West: Marketing Convergence and Divergence in the New Europe

What had been considered the East has changed, and the same has happened to the West. Today, all of the world's economies are interdependent, meaning that the East is dependent on the West, and vice versa. In this interconnected world, the transitional economies of Central and Eastern Europe are experiencing diverse challenges. First, they need to define their own place in regard to the relationship between east and west, which affects their marketing strategies, positioning and targeting. Second, they need to understand the interdependence between the East and West, specifically understanding consumers on both sides, as well as suppliers and other important stakeholders. Finally, they need to become fully integrated into the new world by offering innovative and competitive solutions. In these ways, companies operating in Central and Eastern Europe have the opportunity to explore and use the best from both worlds and to position themselves as a knowledge bridge between the East and West, at that unique place where the East kisses the West. Companies from CEE have the opportunity to become global leaders by reconciling collaborative expertise obtained from their position as a bridge between the two worlds.

We invite papers dealing with marketing challenges in the transitional markets of the New Europe. This includes papers on marketing management, strategic marketing, buying behavior, marketing-mix, sales management, B-2-B marketing, marketing and the environment and marketing and corporate social responsibility.

  • Paper submission: by April 25, 2016 at 12:00 (noon CET Time)
  • Author notification: mid-June, 2016 

Before uploading your submission, please read carefully and adhere strictly to the GUIDELINES!
Papers NOT adhering to guidelines will be deleted from the system.
The EMAC 2016 Regional Conference invites electronic submissions of papers, which should be in PDF format no later than April 25, 2016 (noon CET Time).

Publication opportunity: Journal of Business Research

The authors of the best papers presented at the EMAC Regional 2016 conference will be invited to submit their manuscripts for review in Journal of Business Research (JBR) special issue.

Please note that the acceptance of a paper to the EMAC Regional 2016 conference is not a guarantee of publication by the JBR. Only a limited number of outstanding papers will be published in the special issue. We expect that 6 to 9 months after the EMAC Regional 2016, the Journal of Business Research special issue will be ready for publication. More information about submission of invited outstanding papers will be available on September 30. All submission for special issue should be made through the Elsevier Editorial System (EES) for the Journal of Business Research ( Thus, all invited EMAC Regional 2016 conference papers will go through the regular JBR review process with at least two double-blind peer reviews of each manuscript.

Submission rules

  • Authors may submit more than one paper, but only one can be accepted with you as first author. This EMAC policy implies that an author can submit and present only one paper as a first author. For multiple submissions: - Submit one paper with you as a first author - The other paper(s) should be submitted with you as named second/third etc., co-author.
  • Acceptance of a paper implies that at least one of the authors must attend the conference and present the paper.
  • Please make sure to mention your co-authors names on submission.
  • Co-authors' names will be published in the programme and conference proceedings exactly as you have indicated when you submitted your paper. No changes can be made after the submission deadline.

Format & Process

  • No author information on any page of the paper, as papers will be double BLIND reviewed. Remove any author or institutional identifying information from the properties file on your computer.
  • All papers are limited to seven (7) pages (everything included: the cover / title page, references, and appendix. tables and figures).
  • The first (1) page should include only the title, abstract (maximum of 100 words or 10 lines), keywords. Any paper exceeding the specified limit will not be included in the review process.
  • Papers must show a clear indication of the purpose of the research, research method, major results, implications and key references.
  • Papers will be evaluated through a double blind review process and authors will be notified of acceptance/rejection by mid-June 2016.

The decisions of the programme chair are final. The paper submitted is the final paper. No revised version is accepted.