Emerging markets and international business: A research agenda

Akbar, Yusaf H.; Samii, Massood

doi:10.1002/tie.20059

Cited by 26 publications

(20 citation statements)

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“…Responding to the need for comparative (case-study) research on marketing strategies in developing countries (Akbar and Samii, 2005), this research adopted a case study approach with the purpose of building new theory (Bonoma, 1985;Eisenhardt, 1989). Beverland and Lindgreen (2010, p. 56) observed, "industrial marketing research is characterized by the use of qualitative case studies to build theory."…”

Section: Methodology and Empirical Basementioning

confidence: 99%

Marketing issues for business-to-business firms entering emerging markets

Cassia

Magno

2015

International Journal of Emerging Markets

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Purpose – The purpose of this paper is to comprehensively explore marketing issues for foreign industrial companies of large, small and medium size entering emerging markets (EMs), particularly transition economies in Eastern Europe. The vast majority of current studies about EMs focus only on defining suitable strategies related to large consumer goods corporations. Design/methodology/approach – The research adopted a multiple case study approach. Five Italian companies belonging to different business-to-business industries that have entered emerging countries in Eastern Europe were selected for investigation. Findings – Empirical analysis uncovered recurring issues related to: institutional factors causing market uncertainty and instability; difficulties in building a sales network; a need for product adaptation to guarantee satisfactory performance; choices related to communication, branding and trade fairs; and considerations about competition and first mover advantage. Results can be interpreted as an extension of the analysis of institutional voids by Khanna and Palepu (1997). Research limitations/implications – The study is based on the analysis of five case studies of companies operating in specific EMs, namely in Eastern Europe Countries (EEc) Further research based on different samples and different emerging countries is needed before generalizing results. Practical implications – The study shows that the main institutional void affecting business-to-business companies entering EMs is the lack of locally developed sales and after-sales networks. This institutional void slows the entry process of business-to-business companies in EMs. Given these constraints, from the perspective of business-to-business SMEs, it may be fruitful to pursue niche positioning in EMs. Originality/value – The study analyzes EMs opportunities and entry strategies from the business-to-business marketing perspective, uncovering the most critical issues.

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Section: Methodology and Empirical Basementioning

confidence: 99%

Marketing issues for business-to-business firms entering emerging markets

Cassia

Magno

2015

International Journal of Emerging Markets

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“…Despite being "portrayed by the sensationalistic media as politically unstable and potentially violent" (ibid, p. 5), the MENA region is characterised by rising levels of young consumers (Pew Research 2011), exponential growth in media proliferation (Dubai Press Club 2012) and therefore increasingly attractive for business opportunities (Lages et al 2015;Drumwright and Kamal 2016). Second, and not unlike other emerging economies, MENA contexts have the potential to challenge conventional marketing thinking (Burgess and Steenkamp 2006) and facilitate the re-assessment of existing conceptualisations of marketing theory (Akbar and Samii 2005). In an era of globalisation, where "MENA [remains] largely ignored as academics focus on the evolving advertising industry in the West" (Smith, 2016, p. 3), MENA contexts, therefore, provide fertile examples to extend research in ad ethics beyond Western markets (Drumwright and Kamal 2016;Moon and Franke 2000;Smith 2016).…”

Section: The Lebanese Contextmentioning

confidence: 99%

Exploring Perceptions of Advertising Ethics: An Informant-Derived Approach

Shabbir

Maalouf²,

Griessmair

et al. 2018

J Bus Ethics

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Whilst considerable research exists on determining consumer responses to pre-determined statements within numerous ad ethics contexts, our understanding of consumer thoughts regarding ad ethics in general remains lacking. The purpose of our study therefore is to provide a first illustration of an emic and informant-based derivation of perceived ad ethics. The authors use multi-dimensional scaling as an approach enabling the emic, or locally derived deconstruction of perceived ad ethics. Given recent calls to develop our understanding of ad ethics in different cultural contexts, and in particular within the Middle East and North Africa (MENA) region, we use Lebanon-the most ethically charged advertising environment within MENA-as an illustrative context for our study. Results confirm the multi-faceted and pluralistic nature of ad ethics as comprising a number of dimensional themes already salient in the existing literature but in addition, we also find evidence for a bipolar relationship between individual themes. The specific pattern of inductively derived relationships is culturally bound. Implications of the findings are discussed, followed by limitations of the study and recommendations for further research.

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“…“Generating a theory involves a process of research” (Glaser & Strauss, , p. 6), in which theory and empirical worlds intimately interact. Comparative case study approaches are particularly pertinent for testing conceptual frameworks in emerging‐country contexts (Akbar & Samii, ). Qualitative research aims at providing rich contextualization of firm dynamics; as such, it often inspires novel perspectives as a launch pad for theory innovation and refinement in international business studies (Birkinshaw, Brannen, & Tung, ), especially when existing research strands are in need of a more complete theoretical picture (Eisenhardt, , ).…”

Section: Research Methods and Firm Profilesmentioning

confidence: 99%

“…Rapidly changing environments, therefore, transform static entry decision sets to dynamic behavior (Agarwal & Ramaswami, ), where risk‐bearing capabilities become clearly visible (Gore & Kess, ). This has implications for understanding innovative and entrepreneurial behavior (Forlani, Parthasarathy, & Keaveney, ), especially in emerging‐market contexts (Akbar & Samii, ). Control mechanisms and marketing coordination hold global factories together (Bartels et al, ), and the variability in attitudes toward risk is likely to influence foreign‐market entry (Delios & Henisz, ) and, by extension, sequential product innovation (Jeong, ).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Subsidiary Capacity Building in Emerging Markets: How Japanese MNEs Sequence Market Entry and Development Strategies in India

Horn¹

2015

Thunderbird International Business Review

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This paper asks the pragmatic question of how and to what extent fi rms build subsidiary competitiveness over time. By merging international business and international marketing theory, we integrate the unconnected discourses on market entry, development, product sequencing, and diffusion. The context of our research questions is marketing and entry strategies of four Japanese fi rms in India. All have had to learn the sequencing of both entry and product diversifi cation. While strategies vary between the fi rms, the cases exhibit that entry and product diversifi cation decisions are interlinked. Market entry confi gurations are central for developing market-led solutions in large emerging markets. This study offers insights into how Japanese MNEs build subsidiary competitiveness when faced with the early stages of the Indian consumer market take-off. Second, through the integration of international business and international marketing theory, we fi nd that new product performance and international diversifi cation interact in specifi c ways, and this contributes to future theoretical developments.

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Emerging markets and international business: A research agenda

Cited by 26 publications

References 0 publications

Marketing issues for business-to-business firms entering emerging markets

Marketing issues for business-to-business firms entering emerging markets

Exploring Perceptions of Advertising Ethics: An Informant-Derived Approach

Subsidiary Capacity Building in Emerging Markets: How Japanese MNEs Sequence Market Entry and Development Strategies in India

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