The rise of emerging market multinationals and the impact on marketing

The rise of emerging market multinationals and the impact on marketing Purpose – The purpose of this paper is to review and discuss the rise of emerging market multinationals (EMMs), with a special focus on its impact on marketing. Design/methodology/approach – This paper is an invited opinion piece with implicit permission to “think aloud”. Findings – Emerging market countries not only have millions of newly affluent consumers, but they are also the home of a new generation of multinational companies. The rise of EMMs challenges the extant thinking in strategy and marketing, and creates both threats and opportunities for western firms. With unique character and behaviour, EMMs are different from both developed countries multinationals and Japanese and Korean firms. It is imperative to study EMMs in order to win the new competition. Research limitations/implications – The topic is currently under‐researched, but has the potential to enrich and further develop the marketing subject. Originality/value – Hopefully, the paper draws more attention to the rise of EMMs and encourages more research on the topic. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

The rise of emerging market multinationals and the impact on marketing

Marketing Intelligence & Planning, Volume 26 (4): 6 – Jun 13, 2008

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500810879269
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to review and discuss the rise of emerging market multinationals (EMMs), with a special focus on its impact on marketing. Design/methodology/approach – This paper is an invited opinion piece with implicit permission to “think aloud”. Findings – Emerging market countries not only have millions of newly affluent consumers, but they are also the home of a new generation of multinational companies. The rise of EMMs challenges the extant thinking in strategy and marketing, and creates both threats and opportunities for western firms. With unique character and behaviour, EMMs are different from both developed countries multinationals and Japanese and Korean firms. It is imperative to study EMMs in order to win the new competition. Research limitations/implications – The topic is currently under‐researched, but has the potential to enrich and further develop the marketing subject. Originality/value – Hopefully, the paper draws more attention to the rise of EMMs and encourages more research on the topic.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Jun 13, 2008

Keywords: Emerging markets; Multinational companies; Globalization; Marketing; China

References

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