Marketing and e‐commerce as tools of development in the Asia‐Pacific region: a dual path

Marketing and e‐commerce as tools of development in the Asia‐Pacific region: a dual path International development agencies claim that commercial applications of information and communication technology (ICT) have great potential to accelerate economic growth in developing nations. This paper investigates this idea and proposes that the Internet expands the potential of marketing activities to help developing countries pursue development goals along a dual path, one that includes activities that are “top‐down” in nature (e.g. infrastructure development), and another that involves “bottom‐up” activities (e.g. entrepreneurship). Both paths involve the expansion of marketing efforts and represent significant opportunities for business development and investment. Attention is given to the Asia‐Pacific region and to the processes and outcomes of development springing from bottom‐up or “grassroots” approaches, and how enhanced marketing activities can help nations reach key development goals. Finally, an interdisciplinary conceptual model is advanced regarding how a blend of top‐down and bottom‐up approaches may be used to encourage the diffusion of online marketing activities and to help foster economic and social development in the emerging economies in the Asia‐Pacific region. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Marketing and e‐commerce as tools of development in the Asia‐Pacific region: a dual path

International Marketing Review, Volume 21 (3): 20 – Jun 1, 2004

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651330410539639
Publisher site
See Article on Publisher Site

Abstract

International development agencies claim that commercial applications of information and communication technology (ICT) have great potential to accelerate economic growth in developing nations. This paper investigates this idea and proposes that the Internet expands the potential of marketing activities to help developing countries pursue development goals along a dual path, one that includes activities that are “top‐down” in nature (e.g. infrastructure development), and another that involves “bottom‐up” activities (e.g. entrepreneurship). Both paths involve the expansion of marketing efforts and represent significant opportunities for business development and investment. Attention is given to the Asia‐Pacific region and to the processes and outcomes of development springing from bottom‐up or “grassroots” approaches, and how enhanced marketing activities can help nations reach key development goals. Finally, an interdisciplinary conceptual model is advanced regarding how a blend of top‐down and bottom‐up approaches may be used to encourage the diffusion of online marketing activities and to help foster economic and social development in the emerging economies in the Asia‐Pacific region.

Journal

International Marketing ReviewEmerald Publishing

Published: Jun 1, 2004

Keywords: Electronic commerce; Internet marketing; Economic development

References

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