JIMH - Call for Papers
The Association des Journees Internationales du Marketing Horloger and the Neuchatel Business School (Haute Ecole de Gestion Arc) organize the 6th Research Symposium on Watch Marketing, having for theme: "Asian Dream", Wednesday November 2, in Neuchâtel
Call for papersThe fields of application that may be the subject of a paper are multiple: The "Asian Dream" topic has to be understood in a large sense of the term, such as the "new El Dorado" of watchmaking, and does not mean solely an exportation strategy from Europe to Asia. It may also initiate from the vision of the new brands and Asian companies to conquer the world. Possible research paths are also multiple: economical, sociological, ethnological, cultural, etc. (i.e.: interdisciplinary approaches and benchmarking outside of the watchmaking world.) Here are some suggested topics (non-exhaustive):
- Market potential and development (i.e. an Asian country)
- The structure of the market access (subsidiaries, distributors, retailers, direct sales, etc.)
- Consumer behavior evolution (micro- and/or macroeconomics point of view)
- Asian consumer and his/her relation to time
- Local cultural constraints and particularities
- Communication, symbols and brand semantics
- Asian brands (emerging or not) and their strategies
- Global vs. local culture
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