Emerging Markets and Marketing Intelligence

Abstract

Multinational companies enter markets with emerging economies to expand their businesses. Multinationals need to obtain marketing intelligence to understand the emerging markets which have requirements different from that of developed markets. They require adopting new approaches to gathering and using marketing intelligence in emerging markets. The study discusses the importance of obtaining marketing intelligence in emerging markets. Multinationals require to treat and manage marketing intelligence as a strategic asset, organize differently for marketing intelligence in emerging markets, and use a wide range of sources and methods to obtain marketing intelligence. Multinationals should also ensure shared responsibility for marketing intelligence between corporate office and executives in the emerging markets. The above strategies will help multinational companies in obtaining adequate marketing intelligence and in growing in fast-changing economies.