Marketing to Emerging Markets: Is it Different?, Challenges for the Marketing Manager and Scholar

Abstract

Emerging markets – high growth, high potential economies – across the globe from China, India, and Vietnam to Turkey, Brazil and Argentina offer handsome rewards for firms engaging in international marketing. With these great rewards come great risks which are not understood by marketers well. Intemational/Multinational/Cross-Cultural marketing was only widely recognized as a legitimate topic for academic inquiry during the 1980’s. It is time to give the same litmus test to the study of emerging markets. Which generalizations in (international) marketing in mature markets apply to emerging markets? What are the stark differences? Does the study of emerging markets deserve to have a (trade) journal of its own?