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JournalofGlobalMarketingCALLFORPAPERS
SpecialIssue:MarketingChallengesandOpportunitiesin
India

SpecialIssueGuestEditor:RamendraSingh,IndianInstitute
ofManagementCalcutta
ThisspecialissueoftheJournalofGlobalMarketingaimsat
focusingontheemergenceofIndiaasoneoftheleadingmarkersin
theglobaleconomy,andtheassociatedmarketingchallengesand
marketingopportunitiesthatmakesIndiaanexcitingopportunityfor
marketingpracticestoday.Thereareseveralreasonstobringout
thespecialissueforwhichthetimeisnowopportune.First,the
emergenceofresearchonemergingmarketsisincreasing,
especiallytheBRICs.Recentresearchwithinthelasttwodecades
(e.g.,Sheth2011Gu,Hung,andTse2008Hittetal.2000
Hoskissonet.al.,2000)havehighlightedtheexcitementand
challengesofmarketinginthecontextofemergingmarkets.
However,themarketingliteraturewithfocusonIndianmarketsisstillnascent(e.g.,JaikumarandSarin,2015
Mishraetal.,2015Tatetal.,2015Singhetal.,2015Singh&Das,2013).Moreover,thegrossdomesticproduct
oftheemergingmarketswilltakeoverthatofadvancedmarketsby2035(WilsonandPurushothaman2003).
Withintheemergingmarkets,basedonthepurchasingpowerparityindex,ChinaisalmostequivalenttoUS,
whileIndianisthirdlargestmarketaccordingtoInternationalMonetaryFund(IMF)2008data,whileIMF2016
datasuggeststhatIndiaisoneofthefastestgrowingeconomieswithexpectedgrowthrateofmorethan7%
comparedtoChinas6%during201617.
Indiaasamarketisexcitingforseveralreasons.Thesocalled,middleclassinIndiaisalmost35%ofthe
population,andconstitutesthelargestsegmentofthemarket(Sheth2011).Thegrowthofthemarketscanbe
gaugedfromtheexampleofthetelecommarketthatisadding100millionnewmobilephoneconsumerseach
year(Sheth2011)overabaseof700million,whichbyfewclaimsisthemostcompetitivetelecommarketinthe
world.Indiaalsoenjoysbeingoneofthelargestdemocraciesintheworldwithastableformofgovernanceandits
economicpoliciescloselyalignedtowardsglobalizationandmarketliberalization.Surprisingly,Indiaalsoclaimsto
behometofourthhighestnumberofbillionairesintheForbes2016WorldsBillionaireslist.
MarketinginIndiaisalsochallenginggivenitsocioculturalfabricwhichissodifferentfromwesternsocietiesand
advancedeconomies.Forexample,thediversityinIndiaissowidespreadthatitisoftenmentionedthatculture
changeseveryothermile.Indiahasapopulationof1.3billionpeople,speakingmorethan3000different
languagesanddialects,across29states,wherethesocietyisfragmentedonthebasisofreligions,caste,
languages,communities,tribesandotherregionaldifferences.Thesedifferenceswhichmaybecommonwith
othercollectivistnations,isverydifferentfromwesternsocietieswheremostofthemarketingliteraturehasbeen
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developedsofar.Hence,theknowledgegenerationinthespecificcontextofIndiaisboundtobedifferentsince
theIndiansocietyisculturallycharacterizedtobecollectivist,highcontext,withstronguncertaintyavoidance,and
largepowerdistance(Hofstede,1981),wherethesedifferencesalsoshapeanindividual'sapproachinbusiness
relationships(Shi,2001).Forexample,marketingcommunicationsintheIndiancultureischaracterizedbyfocus
onnonverbalcues,whicharemoreimplicit(Cohen,1991),andinvolveshighertrustonpeopleinwaysdifferent
fromthoseinlowcontextculturessuchasUSAorEuropeancountries(Hsu,1983).IndividualsinIndianculture
arealsoknowntobemoreriskadverse(Lewicki&Bunker,1996).SoitisverylikelythattheIndianmarketis
goingtobeoneofthebiggestmarketingopportunitiesforfewdecadestocome,butalsonotgoingtobeeasyfor
outsiderstofathomsothetimingofthisspecialissuecannotbeanybetter.
Thisspecialjournalissuewouldfocusonthefollowingresearchquestions:Whatsocioculturalfactorsinfluence
Indianconsumerstoadoptnewproductsfasterthantheirwesterncounterparts?Istheroleofgenderorcaste,or
communitymoresalientinIndiacomparedtoothercountries?Theresearchquestionsforthespecialissueneed
notbeconfinedtoexploringcomparativedifferencesbetweenIndianandotherconsumers,butcanevenextend
toinvestigatingotherinterestingareasthatwouldeventuallyleadtoamoreclearerandnuancedunderstandingof
theIndianconsumerswhichisalsomanageriallyrelevantformarketersdoingbusinessinIndia.Bothconceptual
(ortheoretical)papersaswellasempiricalpapersaremostwelcome,andthespecialissueisalsoagnostictoany
methodormethodologiesthatmaybeusedbycontributingauthors.Morespecifically,thecallforpaperswillfocus
onresearchdealingwiththefollowingissues(thisisonlyindicativeandnotexhaustivelist):
RoleofSocialandculturalfactorsinadoptionofnewproductions
DoestraditionalmodelsofconsumerbuyingbehaviorrelevantforIndianconsumers,andforallproduct
categories?
ThebuyerbehaviormodelsforthebottomofpyramidconsumersinIndia
InternationalcomparisonsofmarketingmixinIndiaandothercountries(especiallywesterncountries)
EvolutionofIndianmarketingpractices,anditsrelevanceforwesternfirms
GenderperspectivesofIndianconsumers
Adoption,useandinfluenceofsocialmediaandothermediaonIndianconsumers
EthicalissuesinIndianmarketplace
Timetable
TheSpecialIssueisscheduledtobepublishedin2018or2019.Thefollowingdateswouldbefollowed:
Submissionoffullpapers:July31,2017
Firstfeedbackfromreviewers:September30,2017
Submissionoftherevisedpapers:November15,2017
FinalAcceptanceoffullpapers:December31,2017
ExpecteddeliverydatetoJournalofGlobalMarketing:January31,2018
GuestEditorinformation
GuestEditor:Dr.RamendraSingh,IIMCalcutta,India(Email:ramendra@iimcal.ac.in)
Contributingauthorsmayfeelfreetocontacttheguesteditortodiscussthefitoftheirpotentialsubmission/swith
theaimsofthespecialissue.

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References
Cohen,R.(1991),NegotiatingacrossCultures:CommunicationObstaclesininternationalDiplomacy,
Washington,DC:UnitedStatesInstituteofInternationalPeace.
Gu,FloraF.,KinetaHung,andDavidK.Tse(2008),WhenDoesGuanxiMatter?IssuesofCapitalizationandIts
DarkSide,JournalofMarketing,72(July),1228.
HeanTatKeh,WenboJi,XiaWang,andJosephSyChangco,andRamendraSingh(2015),TheEffectsof
OnlineRatingsonMovieConsumption:ACrossCultural,EmergingMarketsPerspective,InternationalMarketing
Review(specialissueonCrossCulturalandCrossNationalConsumerResearch:Psychology,Behavior,and
Beyond),32(3/4),366388.
Hitt,MichaelA.,M.TinaDacin,EdwardLevitas,JeanLucArregle,andAncaBorza(2000),PartnerSelectionin
EmergingandDevelopedMarketContexts:ResourceBasedandOrganizationalLearningPerspectives,
AcademyofManagementJournal,43(3),44967.
Hofstede,G.(1981),CultureandOrganizations:SoftwareoftheMind,NewYork:McGrawHill.
Hoskisson,RobertE.,LorraineEden,ChungMingLau,andMikeWright(2000),StrategyinEmerging
Economies,AcademyofManagementJournal,43(3),24967.
Hsu,F.L.K.(1983),RuggedIndividualismReconsidered,Knoxville,TN:UniversityofTennesseePress.
Jaikumar,S.andSarin,A.(2015).Conspicuousconsumptionandincomeinequalityinanemergingeconomy:
EvidencefromIndia,MarketingLetters,26(3),279292.
Lewicki,R.J.,andB.B.Bunker(1996),DevelopingandMaintainingTrustinWorkRelationships[Monograph].In
R.M.Kramer&T.R.Tyler(Eds.),TrustinOrganizations:FrontiersofTheoryandResearch(pp.114139).
ThousandOaks,CA:Sage.
Mishra,Prashant,Bakshi,Madhupa,andSingh,Ramendra(2015)ImpactofConsumptionEmotionsonWOMin
MovieConsumption:EmpiricalEvidencefromEmergingMarkets,AustralasianMarketingJournal.
Sheth,JagdishN."Impactofemergingmarketsonmarketing:Rethinkingexistingperspectivesandpractices."
JournalofMarketing75.4(2011):166182.
Shi,X.(2001),AntecedentFactorsofInternationalBusinessNegotiationsintheChinaContext,Management
InternationalReview,Vol.41No.2,pp.163187.
Singh,Ramendra,MadhupaBakshi,andPrashantMishra(2015),CorporateSocialResponsibility:Linking
BottomofthePyramidtoMarketDevelopment?JournalofBusinessEthics,131(2),361373.
Singh,Ramendra,andGopalDas(2013),TheImpactofJobSatisfaction,AdaptiveSellingBehaviors,and
CustomerOrientationonSalespersonsPerformance:ExploringtheModeratingRoleofSellingExperiencein
InsuranceIndustry,JournalofBusiness&IndustrialMarketing,28(7),554564.
Wilson,DominicandRoopaPurushothaman(2003),DreamingwithBRICs:ThePathto2050,Global
EconomicsPaperNo.99,NewYork:GoldmanSachs.

SubmissionGuidelines
TheguesteditorintendstobringoutthroughthisSpecialIssuecertainsetofacademiccontributionthatisrelevant
intheIndiancontextformarketingresearchers,policymakersandmarketingpractitioners.Fullpapersshouldbe
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submittedviatheonlinesubmissionsystem:https://mc.manuscriptcentral.com/wglo.
(https://mc.manuscriptcentral.com/wglo)
Thefirstpagemustcontainthetitle,author(s)andcontactinformationofthecorrespondingauthor.Foradditional
guidelines,pleaseseeInstructionsforAuthorsfromarecentissueofJournalofGlobalMarketing.Papers
suitableforpublicationintheSpecialIssuewillbedoubleblindreviewed,followingtheJournalofGlobal
Marketingsreviewprocessguidelines.

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