4th IIMA CONFERENCE ON

Marketing in Emerging Economies

January 5-7, 2011

CALL FOR PAPERS

4th IIMA CONFERENCE ON

Marketing in Emerging Economies

January 5-7, 2011

CALL FOR PAPERS

I ndian Institute of Management, Ahmedabad (IIMA), is happy to announce the 4th IIMA
Conference on Marketing in Emerging Economies. The objectives of the conference are:
• to provide a special forum to present and discuss research on marketing in the Context
of and/or Applicable to Emerging Economies.
• to facilitate sharing research based marketing knowledge among academicians and
practitioners.
This will be achieved through multi-disciplinary research-based idea generation and
discussions. The attempt is to bring about richness in discussion by encouraging
contributions from researchers across academic institutions and industry worldwide.

AREAS OF INTEREST
Papers should broadly address the conference theme and issues related to emerging
economies. Academicians and marketing professionals who are from such countries and
those working on this theme in other parts of the world are encouraged to contribute new
ideas, concepts, and paradigms. Papers should present original research which could be
empirical, theoretical or based on case studies.

Papers based on Research (i) in the Context of and/or (ii) Applicable to Emerging
Economies in the following tracks, but not limited to them, are invited. The tracks
mentioned below are indicative.
• Consumer Behaviour • Marketing Communication
• Nature and Characteristics of Competitive • Retailing
Scenarios • Psychology and Marketing
• Opportunity Identification and Assessment • Experimentation in Marketing
• Management of Marketing Offers • Strategies for Harnessing the Potential at
the Bottom of the Pyramid
• Strategic Marketing
• Applied IO Models on Competition in
• E-commerce Marketing
• Marketing Research • B to B Marketing
• Customer Relationship • Return on Marketing/ Marketing Metrics
• Marketing of Services • Pedagogy in Marketing

Enterance to the Main Complex

GUIDELINES FOR ABSTRACT SUBMISSION
Selection of papers for presentation will be based on detailed abstracts of at least 1,000
words and up to 2,000 words. Abstracts must include a clear indication of the purpose
of research, methodology, major results, implications, and key references. The author(s)
should clearly mention under what area of interest of the conference the abstract is to be
included. They should adhere to the following:
Length 1,000 to 2,000 words excluding title/cover page and references
Margins 2.5 cm. or 1 inch
Font Times New Roman, 12 point
Spacing 1.5
Title page Title, author(s), affiliation(s), contact details
Key words Four

Abstracts will be blind reviewed and only those abstracts approved by the reviewers
will be selected. A soft copy of the abstract in Microsoft Word for Windows and a hard
copy of the same should reach the conference coordination committee not later than
May 30, 2010. The electronic copy should be mailed to confmktg@iimahd.ernet.in. Authors
will be notified of acceptance by August 15, 2010. Acceptance of the abstract implies that
at least one of the authors will attend the conference and present the paper. In case a paper
is submitted for presentation in absentia, a processing fee of US $ 250 would be charged.

GUIDELINES FOR SUBMISSION OF SELECTED PAPERS

One soft copy in pdf format and a hard copy of the paper selected for presentation
at the conference will have to be submitted to the conference coordination committee
by September 15, 2010. The electronic version of the paper should be sent to
confmktg@iimahd.ernet.in. Papers must include a clear indication of the purpose of
research, methodology, major results, implications, and key references. They should
adhere to the following:

Maximum length 6,000 words excluding title/cover page and references

Margins 2.5 cm. or 1 inch
Font Times New Roman, 12 point
Spacing 1.5
Title page Title, author(s), affiliation(s), contact details
Synopsis Not more than 200 words
Key words Maximum Four
For references and footnotes, authors should use the style followed by IIMA’s quarterly
publication, Vikalpa: The Journal for Decision Makers (www.vikalpa.com). Formulae, figures,
and tables should be placed within the text.
Abstracts of papers selected for presentation would be published as proceedings of the
conference. Some of the papers may be published in Vikalpa: The Journal for Decision Makers
after due review process.

3rd IIMA Conference 2009 Louis Kahn Plaza Vikram Sarabhai Library
Best Paper Award
To recognize the outstanding contribution in the field of marketing in emerging
economies with a particular focus on the theme of the conference, one paper shall be
selected for the Best Paper award. The author(s) should clearly indicate on the title page
their preference whether their paper should be considered for the award.

CRITERION FOR REVIEW AND EVALUATION

Relevance: Does the subject of the paper appeal to the interests of the conference attendees?
Applicability: Does the paper bridge the gap between theory and practice?
Credibility: Does the paper present credible and accurate information?
Methodology: Does the paper use sound and appropriate method(s)?
Organization: Does the paper follow a definite direction and clear organization?
Originality: Does the paper add new findings, insights, or knowledge to the body of literature?
Research: Does the paper compare and weigh the material against the work of others?
Conclusions: Are the conclusions sound and justified?
Managerial Are the managerial relevance and implications of the decision problem
Implications: demonstrated?
Format: Are the abstract and the paper as per the guidelines for submission ?
References: Are the references adequate?

REGISTRATION
Registration fee of Rs 6,000 (US$ 400) per participant should be sent latest by
October 1, 2010, through a demand draft/banker’s cheque in favour of Indian Institute of
Management, Ahmedabad, payable at Ahmedabad. For students, the fee would be Rs 1,000
(US$ 75). Registration fee will include inaugural dinner, lunch and tea for the conference
days, and a copy of the conference proceedings. Registration forms can be downloaded
from the conference website www.iimahd.ernet.in/icmee2011/. The registration form
should be sent along with the demand draft.

HOSPITALITY
The conference is being held on the campus of the Institute. Limited number of rooms are
available at the Kasturbhai Lalbhai Management Development Centre (KLMDC) located
on the campus for conference participants on payment on first come first basis. The room
tariffs*are given below:
Indian Participants
Double occupancy (on sharing basis) Rs. 2,000 per person per day
Single occupancy Rs 2,800 per person per day
Others
Double occupancy (on sharing basis) $ 60 per person per day
Single occupancy $ 80 per person per day

(* as on December 2009, subject to revision. Meals are complimentary.)

Request for reservation of room should be sent along with full payment by October 1, 2010.
Reservations at KLMDC will be confirmed only on receipt of full payment by demand
draft in favour of Indian Institute of Management, Ahmedabad payable at Ahmedabad.
Alternatively, you could reserve a room at any of the leading hotels in Ahmedabad. You
may like to contact the hotels directly to reserve your accommodation. Most of these hotels
are within a radius of seven to eight kms from the campus. A partial list of hotels is given
below:
Hotel Fortune Landmark, Ashram Road, Ahmedabad 380 013 Tel: +91-79-3988 4444
Hotel Rock Regency, Law Garden, Ahmedabad 380 006 Tel: +91-79-2656 2101
Hotel Westend, Gujarat College Road, Ellisbridge, Ahmedabad 380 006 Tel: +91-79-2646 2714
Hotel Taj Residency Ummed, Airport Cross Road, Hansol, Ahmedabad 382 475 Tel: +91-79-6666 1234
The Grand Bhagwati, Near Rajpath Club, Thaltej, Ahmedabad 380 054 Tel: +91-79-2684 1000
The Pride Hotel, Judges Bungalow Road, Off S.G. Road, Ahmedabad 380 054 Tel: +91-79-3011 5555
Lemon Tree Hotel, 434/1, Mithakhali Six Cross Roads, Ahmedabad 380 006 Tel: +91-79-4423 2323
St Laurn Towers, 15 Ashram Road, Ahmedabad 380 013 Tel: +91-79-4026 8000
The House of Mangaldas Girdhardas, Opp. Sidi Saiyad Jali, Lal Darwaja, Ahmedabad 380 001 Tel: +91-79-2550 6946
Cambay Sapphire, 132 ft Ring Road, Vejalpur Cross Road, Ahmedabad 380 050 Tel: +91-79-2682 8001
Indian Institute of Management, Ahmedabad
Indian Institute of Management, Ahmedabad (IIMA), was set up by the Government
of India in collaboration with the Government of Gujarat and Indian industry as an
autonomous institution in 1961. The Institute provides education, training, consulting, and
research facilities in management.
The Institute conducts the following major programmes:
• Two-Year Post-Graduate Programme in Management (equivalent to MBA)
• Two-Year Post-Graduate Programme in Agri-business Management (equivalent to
MBA)
• Fellow Programme in Management (equivalent to Ph.D.)
• One-year Post-Graduate Programme in Management for Executives (PGPX, equivalent
to MBA)
• Management Development Programmes (MDPs) for industry, business, agricultural
and rural sectors, and public systems covering education, health, transport, and
population. In the last 48 years, over 44,000 managers have participated in various
MDPs.
• Faculty Development Programme for teachers in universities and colleges.
The Institute has over 90 faculty members working in the following management areas
and sectors:
Disciplinary Areas v  Business Policy • Communications • Economics • Finance and
Accounting • Marketing • Organizational Behaviour • Personnel and Industrial Relations
• Production and Quantitative Methods
INTERDISCIPLINARY CENTRES AND GROUPS v Centre for Innovation, Incubation,
and Entrepreneurship • Centre for Infrastructure Policy and Regulation • Centre for
Management in Agriculture • Centre for Management of Health Services • Centre for
Retailing • Computer and Information Systems Group • Faculty Development Centre •
Gender Resource Centre • IIMA-Idea Telecom Centre of Excellence • Insurance Research
Centre • Public Systems Group • Ravi J. Matthai Centre for Educational Innovation
Kasturbhai Lalbhai Management Development Centre (KLMDC) located on the IIMA
main campus and International Management Development Centre (IMDC), located on
the new campus, provide an academic and learning environment for participants of the
Management Development Programmes. All rooms at KLMDC and IMDC are furnished
and air-conditioned. They have separate dining halls, a reading lounge, well-equipped
classrooms, auditoriums, syndicate rooms, and computer labs. The Institute’s campus
is wi-fi enabled. Fitness centre and facilities for indoor and outdoor games exist on the
campus.

IMPORTANT DATES
Last Date for Abstract Submission May 30, 2010
Notification of Acceptance of the Abstract August 15, 2010
Last Date for Submission of Selected Papers September 15, 2010
Last Date for Registration Fees October 1, 2010
Last Date for Booking Accommodation at KLMDC October 1, 2010
Conference Eve Dinner January 5, 2011
Conference Dates January 5-7, 2011
AHMEDABAD
Ahmedabad city is located in the state of Gujarat in the western part of India on the banks
of Sabarmati river. Ahmedabad is known for its rich past and its association with Mahatma
Gandhi. The city offers a unique style of architecture which is a blend of Hindu and Islamic
styles. It is famous for textile mills, pharmaceuticals, and chemical industry. It has places of
tourist attraction like Gandhi Ashram, Akshardham, Calico Textile Museum, Nal Sarovar
(bird sanctuary), and monuments which date back to the 15th century. Ahmedabad is
accessible from all the metros and major cities of the country.
HOW TO REACH AHMEDABAD
Ahmedabad is well connected to other parts of India through air, rail, and road. There are
daily flights to important metros and international flights to destinations such as Muscat,
London, and New York. Daily train services operate to Mumbai, Delhi, Kolkata, and
Chennai, and computerized reservation facilities are available.
HOW TO REACH THE VENUE
Indian Institute of Management Ahmedabad is 45 minutes drive from the airport and 25-
30 minutes from the railway station/bus station. For reaching IIMA, on landing in the
city ask the taxi/auto rickshaw for “Indian Institute of Management (IIM), Vastrapur”.
The Ahmedabad Municipal Transport Service operates buses throughout the city. Metered
auto rickshaws ply day and night and provide alternative mode of transport. Taxis are
available near the railway station and the airport and the tariff varies according to distance.
CLIMATE
The city has moderate to hot climate. Light woollen may be required in December and
January. Following is the general pattern of temperature:
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Max OC 29 31 36 40 45 44 35 32 33 36 33 30
Min OC 12 15 19 23 26 27 26 25 24 21 16 13

Nalsarovar

Conference Coordination Committee

The Conference Coordination Committee consists of Abhinandan Kumar Jain, Anand Kumar Jaiswal,
Arvind Sahay and Piyush Kumar Sinha who are members of the faculty of the Marketing Area.
CONTACT ADDRESS
Ms. Vandana Sood
Conference Manager
4th IIMA Conference on Marketing in Emerging Economies
Wing 10K, Indian Institute of Management
Vastrapur, Ahmedabad 380 015, Gujarat, INDIA
Tel: 91-79-6632 4900 (direct)
Fax: 91-79-2630 6896
email: confmktg@iimahd.ernet.in
Website: www.iimahd.ernet.in/icmee2011/