Royal Bank International Research Seminar

Advancing Knowledge of the Global Consumer Culture

Following the highly successful seminar in Shanghai (China) and the second foray outside of Canada, the ninth meeting of the Royal Bank International Research Seminar will return to the John Molson School of Business in Montreal, September 26 - 28, 2013. This seminar is sponsored by the Journal of Business Research. The main topic of this seminar is to explore the relationships among the concepts of global consumer culture, global marketing communications and marketing strategy. The main objective of the seminar is to bring together international researchers from different disciplines interested in advancing knowledge on the influence of culture and culture change in the development of marketing strategies. The role of culture in the consumer decision-making process is an area in need of new developments, theories and knowledge in light of the trends toward global markets, global communications and the rapid growth of existing and new products around the world. The emergence of social media and mobile marketing is creating exciting new opportunities for global marketers as well for marketing researchers.

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