The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices
Abstract
The core idea of this article is that five key characteristics—market heterogeneity, sociopolitical governance, chronic shortage of resources, unbranded competition, and inadequate infrastructure—of emerging markets are radically different from the traditional industrialized capitalist society, and they will require us to rethink the core assumptions of marketing, such as market orientation, market segmentation, and differential advantage. To accommodate these characteristics, we must rethink the marketing perspective (e.g., from differential advantage to market aggregation and standardization) and the core guiding strategy concepts (e.g., from market orientation to market development). Similarly, we must rethink issues of public policy (e.g., from compliance and crisis driven to purpose driven) and the marketing practice (e.g., from glocalization to fusion marketing).
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Cites
STRATEGY IN EMERGING ECONOMIES.
Hoskisson, R. E., Eden, L., Lau, C. M., & Wright, M. (2000) · Academy of Management Journal · doi:10.2307/1556394 · Cited by 3,835
The Decline of Conceptual Articles and Implications for Knowledge Development
Yadav, M. S. (2010) · Journal of Marketing · doi:10.1509/jmkg.74.1.1 · Cited by 578
Challenges in Marketing Socially Useful Goods to the Poor
Garrette, B., & Karnani, A. G. (2009) · doi:10.2139/ssrn.1507757 · Cited by 139
Cited by
Alami, H., Rivard, L., Lehoux, P., Hoffman, S. J., Cadeddu, S. B. M., Savoldelli, M., Samri, M. A., Ag Ahmed, M. A., Fleet, R., & Fortin, J.-P. (2020) · Globalization and Health · doi:10.1186/s12992-020-00584-1 · Cited by 283
Brem, A., & Wolfram, P. (2014) · Journal of Innovation and Entrepreneurship · doi:10.1186/2192-5372-3-9 · Cited by 265
Emerging Market Retail: Transitioning from a Product-Centric to a Customer-Centric Approach
Gupta, S., & Ramachandran, D. (2021) · Journal of Retailing · doi:10.1016/j.jretai.2021.01.008 · Cited by 166
Arunachalam, S., Ramaswami, S. N., Herrmann, P., & Walker, D. (2018) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-017-0574-1 · Cited by 123
Culture's Impact on the Importance of Fairness in Interorganizational Relationships
Lund, D. J., Scheer, L. K., & Kozlenkova, I. V. (2013) · Journal of International Marketing · doi:10.1509/jim.13.0020 · Cited by 61
Managing consumer trust in e-commerce: evidence from advanced versus emerging markets
Quintus, M., Mayr, K., Hofer, K. M., & Chiu, Y. T. (2024) · International Journal of Retail & Distribution Management · doi:10.1108/ijrdm-10-2023-0609 · Cited by 42
Mediating model of brand equity and its application
Raut, U. R., Pawar, P. A., Brito, P. Q., & Sisodia, G. S. (2019) · Spanish Journal of Marketing - ESIC · doi:10.1108/sjme-04-2019-0021 · Cited by 23
Tryst with the unknown: navigating an unplanned transition to online examinations
Mumtaz, S., Parahoo, S. K., Gupta, N., & Harvey, H. L. (2023) · Quality Assurance in Education · doi:10.1108/qae-12-2021-0197 · Cited by 8
Metadata
- Authors
- Sheth, J. N.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2011-07
- Volume
- 75
- Issue
- 4
- Pages
- 166-182
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2072086659
- Cited by
- 1,073
- References
- 3
- FWCI
- 117.14
- Type
- journal article
- Language
- en
- Open access
- closed
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