Challenges and Opportunities for Marketers in the Emerging Markets
© 2018 Elsevier Inc. With increasing importance of the emerging markets in the global economy, there is growing interest among marketing researchers and managers to understand the differences between the consumers in the developed and emerging markets as well as the challenges and opportunities pose...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Language: | English |
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Elsevier
2018
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| Online Access: | http://hdl.handle.net/20.500.11937/75092 |
| _version_ | 1848763426589900800 |
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| author | Sharma, Piyush Luk, STK Cardinali, S. Ogasavara, M. |
| author_facet | Sharma, Piyush Luk, STK Cardinali, S. Ogasavara, M. |
| author_sort | Sharma, Piyush |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | © 2018 Elsevier Inc. With increasing importance of the emerging markets in the global economy, there is growing interest among marketing researchers and managers to understand the differences between the consumers in the developed and emerging markets as well as the challenges and opportunities posed by these differences for both local and foreign marketers in these emerging markets. However, most recent research on consumer behavior and marketing strategy in the emerging markets uses concepts and theories developed and tested in the developed markets. Hence, it is not clear if these studies reflect the real picture of the consumers and marketers in the emerging markets by looking through the lens of developed markets. This special issue consists of twenty six papers, categorized along three broad themes (comparative marketing strategy, comparative consumer behavior, and emerging markets perspective), which not only extend the growing research on this important topic but also push the agenda for making the field of marketing into a truly global discipline, by not just merely replicating established theories and models but also identifying the limitations of the existing theories and extending these to provide fresh insights. This editorial also presents some useful directions for future research on this topic. |
| first_indexed | 2025-11-14T11:03:16Z |
| format | Journal Article |
| id | curtin-20.500.11937-75092 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T11:03:16Z |
| publishDate | 2018 |
| publisher | Elsevier |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-750922024-05-21T03:09:30Z Challenges and Opportunities for Marketers in the Emerging Markets Sharma, Piyush Luk, STK Cardinali, S. Ogasavara, M. Social Sciences Business Business & Economics Consumers Cross-cultural Culture Developed Emerging Economies Marketing © 2018 Elsevier Inc. With increasing importance of the emerging markets in the global economy, there is growing interest among marketing researchers and managers to understand the differences between the consumers in the developed and emerging markets as well as the challenges and opportunities posed by these differences for both local and foreign marketers in these emerging markets. However, most recent research on consumer behavior and marketing strategy in the emerging markets uses concepts and theories developed and tested in the developed markets. Hence, it is not clear if these studies reflect the real picture of the consumers and marketers in the emerging markets by looking through the lens of developed markets. This special issue consists of twenty six papers, categorized along three broad themes (comparative marketing strategy, comparative consumer behavior, and emerging markets perspective), which not only extend the growing research on this important topic but also push the agenda for making the field of marketing into a truly global discipline, by not just merely replicating established theories and models but also identifying the limitations of the existing theories and extending these to provide fresh insights. This editorial also presents some useful directions for future research on this topic. 2018 Journal Article http://hdl.handle.net/20.500.11937/75092 10.1016/j.jbusres.2018.01.065 English Elsevier fulltext |
| spellingShingle | Social Sciences Business Business & Economics Consumers Cross-cultural Culture Developed Emerging Economies Marketing Sharma, Piyush Luk, STK Cardinali, S. Ogasavara, M. Challenges and Opportunities for Marketers in the Emerging Markets |
| title | Challenges and Opportunities for Marketers in the Emerging Markets |
| title_full | Challenges and Opportunities for Marketers in the Emerging Markets |
| title_fullStr | Challenges and Opportunities for Marketers in the Emerging Markets |
| title_full_unstemmed | Challenges and Opportunities for Marketers in the Emerging Markets |
| title_short | Challenges and Opportunities for Marketers in the Emerging Markets |
| title_sort | challenges and opportunities for marketers in the emerging markets |
| topic | Social Sciences Business Business & Economics Consumers Cross-cultural Culture Developed Emerging Economies Marketing |
| url | http://hdl.handle.net/20.500.11937/75092 |