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

Marketing in emerging markets: a review, theoretical synthesis and extension PurposeThe 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/approachA 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.FindingsOrganizations 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/valueTo 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Emerging Markets Emerald Publishing

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

International Journal of Emerging Markets, Volume 15 (3): 23 – Sep 6, 2019

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1746-8809
DOI
10.1108/IJOEM-04-2017-0130
Publisher site
See Article on Publisher Site

Abstract

PurposeThe 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/approachA 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.FindingsOrganizations 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/valueTo 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.

Journal

International Journal of Emerging MarketsEmerald Publishing

Published: Sep 6, 2019

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