The 14th International Conference on Business Excellence
Business Revolution in the Digital Era

19-21 March 2020, Bucharest, Romania

 “The best way to predict the future is to create it.” – Abraham Lincoln

Mini Track Chair:

  • Claude Chailan, EM Strasbourg Business School, France
  • Madalina Meghisan-Toma, The Bucharest University of Economic Studies, Romania

The purpose of this track is to publish research that contributes to our insights into the relaunch, creation and development of brands from emerging countries.

We welcome both empirical and conceptual research. Papers may use a broad variety of methods, including qualitative methods, surveys, observation, experiments (lab or field), focusing on social, political and institutional activities that may influence a company’s strategies towards different stakeholders.

Drawing on a long-standing history addressing the role of exogenous factors on economic activity (Meyer, Estrin, Bhaumik, & Peng, 2009; Delios, 2017; Sun, Wang & Luo, 2018), scholars (Meyer et al., 2009; Dunning & Lundan, 2010) have strongly advocated for an explicit consideration of nonmarket strategies in emerging economies. The nonmarket environment “consists of the social, political and legal arrangements that structure the firms’ interactions outside of, and in conjunction with, markets” (Baron, 1995:47-48). Firms can add value by developing and exploiting nonmarket assets and previous research shows that the role of institutions is one of the most prevalent theoretical lenses to examine emerging economies (Luo & Zhang, 2016; Yan et al., 2018) and a key element of a nonmarket approach.

A nonmarket strategy can take on different forms including corporate political activity (Schuller, 1996; Hillman & Hitt, 1999; Hillman et al., 2004; Lawton, McGuire & Rajwani, 2013), a relational, networks-based strategy (Hitt, Lee & Yucel, 2002), a stakeholder dimension (Boddewyn & Doh, 2011), and socio-environmental interactions including corporate social responsibility (Peng & Luo, 2000; Doh et al., 2012). Firms can use nonmarket political strategies (Hillman, Keim, & Schuler, 2004; Lux, Crook & Woehr, 2011; Lawton, McGuire, & Rajwani, 2013) to create economic rents.

Potential topics of interest include, but are not limited to, the following topics:

  • Emerging nonmarket theoretical frameworks in the context of emerging economies (e.g., BRICS, Eastern European countries, …);
  • Corporate Political Activity of the firm (e.g. gain political benefits);
  • Corporate social responsibility of a company (e.g. social contribution of firms);
  • Strategic agility in emerging and transitional countries;
  • Nonmarket strategy and the institutional theory;
  • Weak institutions and institutional voids (e.g. nontransparent government decision-making process);
  • Political instability and nonmarket approaches to business (e.g. weak legal infrastructure);
  • Contextual influences and corporate political activity in emerging countries (e.g. political connections; lobby);
  • Nonmarket institutions’ influence on companies (e.g. governments, regulatory groups, interest groups, media groups etc.).

Claude Chailan is currently Professor and Programme Director at EM Strasbourg Business School. EM Strasbourg is the fast-growing business school of the University of Strasbourg, ranked amongst the 100 best universities worldwide. Claude has a great amount of international experience, having lived, studied and worked in many different countries all along his professional life. Prior to joining the academia, Dr. Chailan held high-level positions in international management, including senior positions at Dannon, Sara Lee and L’Oréal. He was actively involved in the development of international brands in several countries, as COO or CEO of these international companies’ local subsidiaries. Pr Chailan regularly visits various schools and universities around the world, including SWUFE in Chengdu, China; ESA in Beirut, Lebanon; CFVG in Hanoï, Vietnam; UniAndes in Bogota, Colombia; Aalto EE in Taïwan; Esan in Lima, Perou; Universidad Panamericana in Mexico City, Mexico; Stellenbosch Business School in South Africa and, Loyola University in Seville, Spain. He has worked as consultant to several national and international companies including: L’Oréal, Extrême or Al Marsa. Dr Chailan’s research focuses on the links between marketing and strategy in the fields of Luxury Goods and Services Management, Business Models, Revenue Management, and International Business. Claude’s work has been widely published in leading academic journals including: The Journal of Business Research, The Journal of Marketing Management, The Journal of Product and Brand Management, Euromed Journal of Business, The International Journal of Trade and Global Markets, The Journal of Competitiveness and Strategy and Critical Perspectives on International Business and the Journal of Business Research to name a few. Dr Chailan received a Master’s degree from ESSEC Business School in Paris as well as a degree in Political Sciences from the Institute of Political Studies, Aix-en-Provence, France. He holds a PhD. in Management from the University of Nice, France.

Georgeta-Madalina Meghisan Toma is Associate Professor PhD at the Bucharest University of Economic Studies, Faculty of Business Administration in foreign languages, Romania. She is Scientific Researcher III at the Romanian Academy, National Institute of Economic Research ”Costin C. Kiritescu”, Bucharest, Romania. She is the author of more than 20 articles in international data base journals and she published several books in Marketing and Management. She was awarded the Third Prize for Economics Literature in the field of Commerce-Tourism by AFER (Association of Economic Faculties from Romania), for the book entitled “Strategies on the mobile telecommunications market from Romania”, Shaker Verlag Publishing House, Aachen, Germany (2012). She is member within the Commission of Economic Science and Business Administration CNATDCU since 2017.

Publication Opportunities:

The conference is organized by Society for Business Excellence and UNESCO Department for Business Administration on the 19-21 of March 2020 at The Bucharest University of Economic Studies, Faculty of Business Administration in Foreign Languages (FABIZ) in partnership with the Romanian Academy, the University of Bucharest and the Sapienza University from Rome, Italy. The papers accepted at ICBE 2020 will be published in the conference proceedings, subject to author registration, payment and presentation. The papers will be published in the Conference Proceedings volume under the German Publishing House De Gruyter and they will be indexed in EBSCO, Proquest, ExLibris, OCLC, Google Scholar, Microsoft Academic, CELDES, CNPIE, Naviga, and will be submitted to Thomson Reuters ISI Web of Science (WOS) Conference Proceedings Citation Index (

Important! Papers presented to the International Conference on Business Excellence (ICBE 2019) will be considered for publication in a Special Issue of the Sustainability Journal, indexed Web of Science, Impact Factor: 1.789 (2016); 5-Year Impact Factor: 1.850 (2016);

In addition, the best three Papers (Best paper Award Management&Marketing) will be published in the international journal Management & Marketing. Challenges for the Knowledge Society by De Gruyter Open, indexed in Web of Science- Emerging Sources Citation Index (ESCI), Scopus, Proquest, Cabell’s Directory and more than 20 other international databases (

At the final ceremony, based on a international committee selection, there will be granted three Best Paper Award Management&Marketing, two Excellence Awards and two Best Paper Awards of the Journal of Economic Forecasting, indexed in Web of Science (

Submission Details

Abstract submission deadline 31 October 2019 15 December 2019
Notification of abstract acceptance 15 November 2019 17 December 2019
Submission of full paper due for review 15 January 2020 31 January 2020
Notification of paper acceptance (with any requested changes) 31 January 2020 16 February 2020
Final paper due (with any changes) 19 February 2020 29 February 2020
Final Author registration date 29 February 2020 5 March 2020

Registration and payment*

Academics 200 euro
Practitioners 250 euro
Student (PhD or Post-doc) 150 euro
REGULAR – By March 9th 2020
Academics 300 euro
Practitioners 350 euro
Student (PhD or Post-doc) 250 euro
LATER (ON SITE*) – After March 9th 2020
Academics 400 euro
Practitioners 450 euro
Student (PhD or Post-doc) 350 euro
  • The conference fee includes one conference attendance, publication, conference folder, meals during the conference and a trip in a soon to be announced destination on March, 21.
  • Accompanying person: € 80,00 (Only for the social dinner)
  • All confirmed SBE members (who have paid their membership fee for 2020) benefit from a 30% fee discount.

*Please be aware that a late payment involves the possibility not to be present in the printed version of the materials (agenda, booklet).

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Details about the payment and the SBE bank account are available at
Information about the conference could be found also on the website

Do you have any questions?

Do not hesitate to contact us!