GBC 2016 primarily aims at understanding the key issues for growth in shrinking markets. We are interested in different perspectives: different fields’ perspectives, different levels of analysis (macro to micro), different industries, etc. Shrinking markets can be observed from, at least, three perspectives: (1) macro perspective: market shrinkage as a result of crisis – therefore all industries and markets to a certain extent face the shrinking market today; (2) industry perspective: market shrinkage as a result of industry maturity – in mature environments it becomes increasingly challenging to achieve growth; (3) firm perspective: market shrinkage as a result of firm’s bad choices. Shrinking markets can be taken as given, thus seeing the market players (competitors, consumers, governments, etc.) and needing to adjust to the new rules of the game. However, the question that arises is what can be done to achieve growth in spite of shrinking markets? What are some key issues that can help grow out of market problems?

Conference welcomes both theoretical and empirical contributions that discuss important issues in their field and how these issues relate to business challenges in global economy. We look toward opening up discussion of new ideas that are likely to shape future academic and business landscapes. This conference provides an opportunity for an interdisciplinary take on this issue from marketing, finance, accounting, management and economics viewpoints. Besides its interdisciplinarity, this conference wants to provide a platform for constructive dialogue on these important issues.

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