JOURNAL OF GLOBAL MARKETING
Call for Papers: Special Journal Issue
Role of Gender in Global Marketing
Guest Editors
Vanessa Ratten, La Trobe University, Australia
Léo-Paul Dana, Montpellier Business School, France
Veland Ramadani, South-East European University, Macedonia
João Ferreira, University of Beira, Portugal
This special issue of the Journal of Global Marketing aims at focusing on the role of gender in global marketing practices. Most of the existing research about global marketing focuses on international comparisons based on cultural and societal differences (Manrai, 2016). More recently attention has focused on the behavioural traits based on gender characteristics. This is included in the analysis of gender in celebrity endorsements, brand credibility and use of social networks for marketing. Global marketing usually implies equal representation based on gender but there may be differences in transition, emerging and developed countries that influence marketing decisions. The global marketing economy provides businesses with opportunities to tailor their communications based on perceived gender biases. This means that some global marketing campaigns may be different depending on the gender stereotypes existing in a country or geographical region. Therefore, the changing nature in terms of the way males and females purchase and consume products and services will differ depending on geographic location. This has given rise to increased interest by global marketers about understanding the sociological nature of gender in marketing environments. As gender is contextual and situational, businesses need to focus their marketing efforts on these gender differences or similarities. Some global marketing campaigns may be focused on specific genders due to the work/life balance of people within a country (Shoham, 1996). Other global marketing practices will be orientated equally to both genders and disregard historical gender stereotypes. Therefore, the changing societal trends towards female and males in marketing of services will lead to some global marketing transitions (Durvasula and Lysonski, 2016).
The aim of this special journal issue is to focus on how global marketing from a gender perspective is linked to better performance outcomes. This will enable a better understanding about changing global marketing practices based on cultural, societal and environmental factors. As more marketing is conducted from a global perspective it will also be helpful to understand the different marketing strategies applied to a country based on gender roles. Given the importance of global marketing to business, it is important to understand the motivations for males and females in terms of purchasing power. An understanding of why gender matters in global marketing is helpful in supporting better marketing practice in the competitive business environment. A marketing motivator for global companies is the lack of understanding about how to better target niche market segments based on gender. Given the lack of understanding societal changes and trends, this special journal issue will stress the importance of gender to global marketing. Due to the increased attention place on gender equity in marketing communications, this special journal issue focuses on the following research question: What is the role of gender in terms of influencing global marketing practices and how does this lead to better understanding about changing societal marketing trends? Therefore, this call welcomes papers that aim at testing the relevancy of the concept of gender and global marketing to different countries based on their economic and living conditions. More specifically, the call for papers will focus on research dealing with the following issues:
- Gender and global marketing in emerging economies
- International comparisons of gender-based global marketing communications
- Evolution of global marketing based on gender stereotypes
- Gender perspectives of global marketing behavior
- Social media and the use of gender in global marketing
- Ethical issues about gender in marketing practices
The editors intend to bring with this Special Issue a significant value to gender and global marketing researchers, policy-makers and marketing practitioners. Full papers should be submitted by Email Word attachment to Vanessa Ratten (v.ratten@latrobe.edu.au) and one of the other Guest Editors of the special issue (see contacts below). The first page must contain the title, author(s) and contact information of the corresponding author. For additional guidelines, please see 'Instructions for Authors' from a recent issue of Journal of Global Marketing. Papers suitable for publication in the Special Issue will be double-blind reviewed, following the Journal of Global Marketing's review process guidelines.
Please see:
http://www.tandfonline.com/action/journalInformation?show=aimsScope&journalCode=wglo20
Timetable
The Special Issue is scheduled to be published in 2018.
The following timetable/deadline dates are given for your information:
1. Submission of full papers: February 28, 2017
2. First feedback from reviewers: April 30, 2017
3. Submission of the revised papers: November 10, 2017
4. Expected delivery date to Journal of Global Marketing: December 10, 2017
Contact information
Please feel free to contact one of the Guest Editors if you have any queries about the Special Issue.
Vanessa Ratten, La Trobe University, v.ratten@latrobe.edu.au; Leo-Paul Dana, lp.dana@supco-montpellier.fr; Veland Ramadani, South-East European University, v.ramadani@seeu.edu.mk; Joao Ferreira, University of Beira Interior jjmf@ubi.pt
References
Durvasula, S., & Lysonski, S. (2016). Finding Cross-National Consistency: Use of G-Theory to Validate Acculturation to Global Consumer Culture Measure. Journal of Global Marketing, 1-14.
Manrai, A. K. (2016). International and Interdisciplinary Perspectives in Cross-national and Cross-regional Research. Journal of Global Marketing, 29(1), 1-2.
Shoham, A. (1996). Global marketing standardization. Journal of Global Marketing, 9(1-2), 91-120.