scholarly journals Economic Development and Marketing Strategies: a Comparative Lens

2014 ◽  
Vol 5 (1) ◽  
pp. 49-73 ◽  
Author(s):  
Ravi Sarathy ◽  
Elitsa R. Banalieva
Keyword(s):  
Economic Development ◽  
Emerging Markets ◽  
Emerging Market ◽  
Marketing Strategies ◽  
Economic Life ◽  
Invisible Hand ◽  
Future Research ◽  
Eastern European ◽  
Sustainable Competitive Advantage ◽  
Visible Hand

Go back We analyze two core models of economic development in emerging markets: socialism (i.e., the “visible hand” of the state in directing the country’s socio-economic life) and capitalism (i.e., the “invisible hand” of the markets implemented through pro-market reforms). We further distinguish between two types of socialist economic development: Soviet Communism (as experienced in the pre-1990s Central and Eastern European transition economies) and Fabian Socialism (as experiencedin pre-1991 India). We then suggest that companies can adapt to the evolution from socialism to capitalism in their countries through the implementation of more sophisticated marketing strategies that can ensure a sustainable competitive advantage. Thus, we study the marketing strategies of companies from emerging markets operating under both models of economic development. We analyze the opportunities and challenges that emerging market companies face under each model of economic development in terms of deploying various marketing strategies, and provide useful venues for future research.

Consumer Behavior in Emerging Markets

2018 ◽  
pp. 218-240 ◽  
Author(s):  
Raquel Castaño ◽  
David Flores
Keyword(s):  
Consumer Behavior ◽  
Emerging Markets ◽  
Emerging Market ◽  
High Income ◽  
Future Research ◽  
Psychological Processes ◽  
Developed Markets ◽  
Contextual Characteristics ◽  
Initial Framework

Emerging markets are substantially different from markets in high-income, industrialized societies. While many aspects of consumer behavior are the result of inherent psychological processes and are, thus, generalizable across countries and cultures, the specific contextual characteristics of emerging markets can significantly influence other aspects of consumer behavior. In this chapter, we explore the behavior of emerging market consumers. This chapter reviews the existing literature and proposes an initial framework delineating the main differences between emerging markets and developed markets consumers that describe how consumers in these societies recognize a need for, select, evaluate, buy, and use products. The chapter discusses the issues and contributions of the research on emerging consumers and presents implications of extant research for international managers. Finally, the chapter elaborates on an agenda for future research in this area.

scholarly journals International marketing strategies of emerging market firms

2018 ◽  
Vol 35 (2) ◽  
pp. 202-214 ◽  
Author(s):  
Nathaniel Boso ◽  
Yaw A. Debrah ◽  
Joseph Amankwah-Amoah
Keyword(s):  
Marketing Strategy ◽  
Emerging Market ◽  
International Marketing ◽  
Marketing Strategies ◽  
Future Research ◽  
Special Issue ◽  
Content Type ◽  
Theoretical Perspectives ◽  
International Marketing Strategy ◽  
Emerging Market Firms

Purpose The purpose of this paper is twofold: to publish scholarly works that extend knowledge on the drivers, consequences and boundary conditions of international marketing strategies employed by emerging market firms of all sizes and types; and to advance a narrative for future research on emerging market firms’ international marketing activities. Design/methodology/approach To achieve this agenda, the authors invited scholars to submit quality manuscripts to the special issue. Manuscripts that addressed the special issue theme from varied theoretical perspectives and methodological approaches were invited. Findings Out of 70 manuscripts reviewed, 7 are eventually accepted for inclusion in this special issue. The papers touched on interesting research topics bothering on international marketing practices of emerging market firms using blend of interesting theoretical perspectives and variety of methods. Key theoretical perspectives used include resource-based theory, internationalization theory, institutional theory and corporate visual identity theory. The authors employed unique sets of methods including literature review, surveys, panel data, and process-based qualitative and case-study enquiries. The authors used some of the most advanced analytical techniques to analyze their data. Originality/value This introduction to the special issue provides a review of the extant literature on the international marketing strategy of emerging market firms, focusing on summarizing key empirical contributions on the topic over the last three decades. Subsequently, the authors discuss how each paper included in this special issue helps advance the agenda to develop scholarly knowledge on emerging market firms’ international marketing strategy.

Internationalization of Emerging-Market Multinationals

2020 ◽  
pp. 231-248
Author(s):  
Alvaro Cuervo-Cazurra ◽  
Alicia Rodríguez ◽  
C. Annique Un
Keyword(s):  
Emerging Markets ◽  
Multinational Enterprises ◽  
Emerging Market ◽  
Future Research ◽  
Frugal Innovation ◽  
Theoretical Concepts ◽  
Emerging Market Multinationals ◽  
Firm Internationalization

This chapter analyzes the internationalization of emerging-market multinational enterprises (EMNEs) to clarify past contributions and outline suggestions for future research. We critically review the novelty of the phenomenon associated with the foreign expansion of firms from emerging markets, the new theoretical concepts introduced from analyzing these firms, and the new explanations related to their internationalization. We propose that future research can advance our understanding of these firms by studying how the underdevelopment of the home country’s economy and institutions influences firm internationalization. We specifically discuss four areas that can yield promising insights for internationalization research: frugal innovation, contractual innovation, upgrading escape, and institutional escape.

Essay Gifts: gifting for greater good

2016 ◽  
Vol 6 (4) ◽  
pp. 1-32
Author(s):  
Sarah Babb ◽  
Tina Retief ◽  
Geoff Bick
Keyword(s):  
Emerging Markets ◽  
Emerging Market ◽  
Cape Town ◽  
Marketing Strategies ◽  
Social Enterprises ◽  
Social Entrepreneur ◽  
Local Market ◽  
Content Type ◽  
Social Mission ◽  
The Social

Subject area The subject areas are marketing, entrepreneurship, strategy or organisational design, operating in emerging markets and social entrepreneurship. Study level/applicability The study is applicable to MBA students, masters-level students and students of executive education. Case overview The case outlines the context and current decisions and dilemma facing Essay Gifts, which is a successful enterprise based in Cape Town, South Africa, supplying a local market in corporate gifting since 2006. The emerging market is facing economic decline and rising unemployment sitting at 25 per cent and up to 48 per cent in the youth market. After seven years of operating from a home-based office, Beatrice has moved into an office block in an upcoming area in Cape Town as they anticipate bullish targets for the upcoming year. The decision facing her now is whether to also sign a lease for a vacant retail shop downstairs from her office to sell ready-made gifting solutions. To meet the social mission, Essay Gifts is using township-based suppliers to develop the products, and this is proving an often unreliable and inconsistent source of supply and the current orders may not even be met at this particularly busy end-of-year period. How does Beatrice scale the business and what business is she in after all? Is she an entrepreneur, striving to increase the size of her business and her revenue, or is she a social entrepreneur creating employment opportunities for others? Expected learning outcomes The paper enables to identify the determining features of a social enterprise and the dynamics involved in balancing the social and commercial missions; understand the complexities of entrepreneurial operations in emerging markets; identify scaling up and strategic growth strategy options for social enterprises and small and medium-sized enterprises; and distinguish entrepreneurial marketing strategies in contrast with traditional marketing strategies. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 3: Entrepreneurship.

scholarly journals Internationalization of state-owned enterprises from emerging markets: Overview of theoretical approaches

2020 ◽  
Vol 19 (2) ◽  
pp. 227-255
Author(s):  
Daria S. Klishevich ◽  
◽  
Andrey Yu. Panibratov ◽  
Keyword(s):  
Emerging Markets ◽  
Institutional Environment ◽  
Emerging Market ◽  
State Ownership ◽  
Research Field ◽  
Future Research ◽  
Institutional Perspective ◽  
Theoretical Approaches ◽  
Emerging Market Countries ◽  
International Strategies

The article presents the analysis of the theoretical and empirical research on the phenomenon of the internationalization of state-owned enterprises from emerging market countries. Contemporary internationalized state-owned enterprises are far from the uncompetitive and ineffective firms of the 20th century that mostly operated domestically and give examples of truly exciting international strategies. However the question stays open, namely how exactly state ownership shapes their international strategies. The existing studies are vast and lack systematization, and the purpose of this article is to analyze the most widely used theoretical approaches that investigate internationalization of emerging markets of stateowned enterprises. The most popular theoretical approach to study the internationalization of emerging markets of state-owned enterprises is the institutional perspective that studies how the interplay of state ownership of companies and institutional environment shapes their international strategies. Nevertheless, the synergy of theoretical approaches is needed in order to extend knowledge on the internationalization of the state-owned enterprises. Examples of such a synergy are presented in this paper. It also offers prospects for future research and further topics to study. Analysis of theoretical approaches that study internationalization of emerging markets of state-owned enterprises helps map the research field and show where it is moving. The paper has value for both academia and practitioners that deal with the global expansion of state-owned enterprises from emerging markets.

Marketing in emerging markets: a review, theoretical synthesis and extension

2019 ◽  
Vol 15 (3) ◽  
pp. 446-468 ◽  
Author(s):  
Justin Paul
Keyword(s):  
Emerging Markets ◽  
Theoretical Models ◽  
Marketing Strategies ◽  
Customer Relationship ◽  
Future Research ◽  
Review Of Literature ◽  
Entry Modes ◽  
Market Selection ◽  
Content Type ◽  
Theoretical Synthesis

Purpose The purpose of this paper is to provide an overview of theoretical models and studies dealing with the international marketing strategies in emerging markets and provides recommendations for future research based on the review. Design/methodology/approach A review of literature on the topic was conducted and a new model is developed as a theoretical extension on the basis of insights from prior research. Findings Organizations need to take into account several characteristics of consumers and markets in advance as part of their business plan to select appropriate emerging markets, and decide best possible entry modes. Originality/value To the best of authors’ knowledge, there is no comprehensive review article on this subject, which provides directions for future research. The authors fill this gap in the literature and suggest strategies with regard to market selection, entry modes, market adaptation, customer relationship development with a new four-dimensional model.

Examining the brand name – mark relationship in emerging markets

2014 ◽  
Vol 23 (4/5) ◽  
pp. 262-267 ◽  
Author(s):  
Richard R Klink ◽  
Gerard A. Athaide
Keyword(s):  
Emerging Markets ◽  
Emerging Market ◽  
Brand Names ◽  
Sound Symbolism ◽  
Future Research ◽  
Brand Name ◽  
Intended Meaning ◽  
Content Type ◽  
Brand Marks ◽  
The Relationship

Purpose – The purpose of this research is to investigate whether the brand name–mark sound symbolism relationship extends beyond US marketplaces to emerging markets. Sound symbolism research indicates that consistent brand name meaning can be conveyed across international marketplaces. Yet, prior work has not investigated whether visual branding elements provide consistent meaning across such contexts. Design/methodology/approach – To contrast effects across international contexts, we replicate both studies of Klink (2003) with bilingual subjects in Mumbai, India. Study 1 examined whether the sound symbolic relationship between brand name and brand mark holds in this emerging market. Study 2 investigated whether both the brand name and brand mark together can enhance brand meaning in this context. Findings – Study 1 finds support for the relationship between higher-frequency brand names and brand marks that are angular and smaller in size, with limited support regarding color. Study 2 finds a significant effect for brand marks and a marginally significant effect for brand names on conveying intended meaning. Originality/value – The authors confirm the relationship between the brand mark and brand name; however, color meaning may be less universal than prior theory and research indicates. In addition, the effect of the brand name on conveying sound symbolism meaning may be less important than visual branding elements in emerging markets. Hence, future research may wish to include additional branding elements in experimental stimuli when testing sound symbolism theory.

Impulse buying tendencies among Indian consumers: scale development and validation

2016 ◽  
Vol 8 (3) ◽  
pp. 205-226 ◽  
Author(s):  
Sheetal Mittal ◽  
Deepak Chawla ◽  
Neena Sondhi
Keyword(s):  
Factor Analysis ◽  
Emerging Markets ◽  
Emerging Market ◽  
Reliability And Validity ◽  
Future Research ◽  
Impulse Buying ◽  
Content Type ◽  
Statistical Measures ◽  
Asian Emerging Markets ◽  
Impulse Buying Tendency

Purpose The purpose of this paper is to conceptualize, develop and validate the measurement of impulse buying tendency India, an emerging market in Asia. Design/methodology/approach The conceptualization of India’s impulse buying tendency (IBT) has been based on a review of academic literature and an analysis of qualitative data from 30 observations at retail stores and 25 in-depth consumer interviews. The scale’s reliability and validity were assessed by content, convergent, discriminant, nomological and predictive validity using statistical techniques such as exploratory factor analysis and confirmatory factor analysis. Findings A two-dimensional measure for IBT was developed for the Indian market, and then tested and validated using appropriate statistical measures. Research limitations/implications The study was skewed towards offline retail with both observations and interviews focusing on the bricks-and-mortar model. With e-retailing in India growing at a rapid rate, future research should extend the study and verify the IBT instrument’s validity specifically for impulse buying behaviour online. Originality/value To the best of authors’ knowledge, the present study is the first to bridge the gap in the existing research of impulse buying in context of emerging markets like India that are culturally, unlike both the western/developed and other Asian/emerging markets; and socio-economically, facing an interplay of variety of factors that are in a state of flux. The developed IBT scale would help by providing academics and practitioners with means of broadening their perspectives and understanding of retail behaviours in a context that is characterized by unprecedented consumer spending, increasing proliferation of modern retail and influence of a culture traditionally been given to simplicity and frugality.

Emerging Markets as Learning Laboratories: Learning Behaviors of Local Firms and Foreign Entrants in Different Institutional Contexts

2005 ◽  
Vol 1 (3) ◽  
pp. 353-380 ◽  
Author(s):  
Michael A. Hitt ◽  
Haiyang Li ◽  
William J. Worthington
Keyword(s):  
Emerging Markets ◽  
Emerging Market ◽  
Learning Processes ◽  
Future Research ◽  
Exploratory Learning ◽  
Exploitative Learning ◽  
Institutional Contexts ◽  
Learning Behaviours ◽  
Learning Laboratories ◽  
Local Firms

In this work, we examine and integrate the research streams on learning behaviours of both local firms and foreign entrants in emerging markets. We propose that local firms and foreign entrants differ in the types of learning pursued and in the learning processes used. While emerging market firms engage in a significant amount of exploratory learning, they also attempt to exploit the newly gained knowledge in their current markets. Furthermore, foreign entrants engage in exploitative learning as expected but also must participate in exploratory learning to acquire knowledge of culture, institutional norms, and important social relationships. While much of the learning occurs through cooperative processes with both partners, they also each engage in experiential learning. We argue that emerging markets also differ; firms in the more mature emerging markets seek different types of learning and the learning processes used vary compared to those in less mature emerging markets. Our research suggests that emerging markets represent learning laboratories and provide a base to catalyse future research.

scholarly journals INDUSTRIAL CORPORATIONS OF PRE-REVOLUTIONARY RUSSIA IN MODERN RUSSIAN HISTORIOGRAPHY (1990s – 2010s)

2021 ◽  
pp. 57-72
Author(s):  
M. N. Baryshnikov ◽  
Keyword(s):  
Economic Development ◽  
Business Owners ◽  
Economic Life ◽  
Business History ◽  
Future Research ◽  
Industrial Firms ◽  
Complex Approach ◽  
Large Joint ◽  
History Of ◽  
Sociocultural Characteristics

Given the growing need for a better understanding of the history of Russian business, the author suggests that a comprehensive historiographic analysis that logically combines theoretically developed conceptual findings and micro indicators obtained empirically is a particularly useful prospect for studying industrial corporations. Based on the capitalist modernization concept, the author studies how factors at the level of production, ownership, management, and the environment are combined into distinct institutional and organizational forms that spur industrial business. The goal of the article is to (1) highlight the utility of using a complex approach in advancing industrial firms research and (2) promote the use of such an approach to foster a better understanding of the interests of business owners and how these interests may relate to important economic, institutional, organizational and sociocultural characteristics of large joint stock companies. With these goals in mind, the article is a survey of research in extant business history literature that used conceptual characteristics and archival research to describe industrial corporations. Engaging recent studies, the author demonstrates how the analysis of firms helps illuminate the dynamics of economic life in pre-revolutionary Russia. Using the proposed subject-chronological approach to the historiographic study, the article confirms that the academic developments of the 1990s – the 2010s were thematically broader than previously described. Thus, the history of industrial corporations is important for understanding various aspects of Russia’s economic development in the 19th and early 20th centuries. The author presents suggestions for future research using macro- and microanalysis and their applications to the history of industrial corporations.

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