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).

Is category management in small supermarkets worth the effort?

“…According to a contribution to the study of emerging markets, Sheth (2011) describes that emerging markets require practitioners and scholars to rethink marketing practices. Such practices include channel relationship activities among interdependent companies, and as previously described, category management can be associated with channel relationship literature because it involves the supplier's relationship with its channels, or intermediate companies (e.g., retailers) in order to make the offers available to consumers (DUSSART, 1998).…”

“…This finding is important when observing the movement of global firms since they are also interested in developing business in new markets, such as emerging markets; specifically, they want to discover effective strategies and marketing practices in emerging markets (SHETH, 2011).…”

Step-Change: Micro-Entrepreneurs’ Entry into the Middle-Class Market

“…Except for some imported consumer goods, there are however few products and services that meet their preferences (Chikweche & Fletcher, 2014). Although multinational companies increasingly cater for SSA countries, the greater part of the product assortment is still offered by local businesses (Sheth, 2011). The mismatch between BoP-supply and UMC markets' demand is not only a problem for micro-entrepreneurs who fail to seize new market opportunities but also for UMC customers who could potentially enjoy higher-quality market offerings as a reward for their efforts to climb up to the new middle class.…”

O efeito da distribuição sobre o market share em diferentes canais

“…Porém, as características de mercados emergentes implicam que as pesquisas e práticas em marketing devem ser reexaminadas considerando suas especificidades (Sheth, 2011).…”

“…O crescente interesse das empresas nos chamados mercados emergentes (Sheth, 2011) tem estimulado a discussão sobre a validade de aplicar-lhes estudos já aplicados aos mercados maduros, bem como o questionamento em relação aos diversos efeitos provocados pelas variáveis de marketing em diferentes tipos de varejistas (Ganesan, George, Palmatier, & Weitz, 2009). …”