(Special issue): Sustainability Marketing in Emerging/Developing Markets
This is the first in an ongoing series of special issues ofAJBER devoted to matters of ethics, corporate governance, sustainability and corporate social responsibility in emerging and developing markets. In 2010, the theme is “Sustainability Marketing in Emerging/Developing Markets”. The special issue will be edited by Dr. Anayo D. Nkamnebeand will appear under the title of “Sustainability Marketing in Emerging/Developing Markets”. It is scheduled for Volume 5, Issue 2 and will appear in October/November 2010 in pdf format, as well as its usual hardcopy version.
The recent Copenhagen Summit drew the attention of the world to the increasing global concern for intra-generational welfare, which makes sustainability issue more pressing than ever. Within the domain of marketing, scholars have been proposing conflicting arguments concerning how marketing interfaces with sustainability. While some argue that marketing is antithesis to the concept of sustainability others argue otherwise, still others believe that there are commonalities and synthesis between the two constructs. Discussing sustainability marketing in the context of the developing/emerging market context presents some interesting paradoxes. On one hand, it is argued that attaining sustainability could lead to businesses internalising external costs that are transferred to final consumers, which arguably will result to high prices. Considering the poverty level in most of the developing/emerging markets, it is argued that firms and consumers in such setting markets may be unable to afford such additional financial burden, which seems to allude to the claim that poverty is antithetical to sustainability. On the other hand, developing/emerging markets must buy into the mainstream global market, which increasingly demands evidence of sustainability as a crucial condition for resource and market access in the highly globalised market system. Such access arguably constitutes one of the critical conditions that could fast-track economic development. Despite the increasing relevance of sustainability marketing in the developing/emerging market, the subject, as it concerns the region, is overly underrepresented in the mainstream literature. Accordingly, this Special Issue is planned to stimulate informed scholarly discourse that would contribute in illuminating sustainability marketing in the developing/emerging market context. For this reason, invitation is extended to scholars from diverse background to submit paper for consideration in this Special issue.
Specific areas for papers can be drawn from the list below, but would not be limited by it.
§ Sustainability, socio-ecology, and consumer behaviour
§ Sustainability Marketing Rules
§ Strategic Sustainable Marketing
§ Institutional Marketing Issues and challenges
§ Perceptions of socio-ecological issues by the media, and other stakeholders
§ Sustainability as a source of competitive advantage
§ Barriers to sustainability marketing
§ Sustainability considerations and buying behaviour/decisions
§ The impact socio-ecological considerations on buying and consumption behaviour/decisions
§ Diversions of sustainability marketing
§ Motivators/divers and sustainable product development
§ Laws, legal issues and sustainable marketing
§ Ethics and sustainability marketing
§ And more -------------
Conceptual papers, case studies, literature reviews as well as qualitative and quantitative research papers are welcomed, as they add to the knowledge base about corporate social responsibility and ethics in relation to sustainable marketing strategies.
Submission of the full paper is required by 1st May 2010 for consideration for the special issue. All submissions will undergo a double-blind refereed selection process. Manuscripts should not exceed 6,500 words including references.
Please submit your manuscript to the Special Issue Editor, Dr. Anayo D. Nkamnebe at nkamnebe@yahoo.com.
Manuscript format should adhere to the guidelines of the journal (please visit the journal’s web site for guidelines at
If you have any questions about the issue please do not hesitate to contact the special issue editor:
Dr. Anayo D. Nkamnebe
Associate Professor of Marketing
Sub-Dean, Faculty of Management Sciences
Nnamdi Azikiwe University, Awka, Nigeria.
Mobile: +234 80 36675771
