Establishing Profitable Customer Loyalty for Multinational Companies in the Emerging Economies: A Conceptual Framework

Volume: 21, Issue: 1, Pages: 57 - 80
Published: Mar 1, 2013
Abstract
It has been observed that some firms succeed in their attempts to achieve business goals in emerging economies, whereas others fail. To understand the reasons for this phenomenon, the authors conduct a qualitative study where they interview 42 managers of multinational companies from the United States, Canada, Europe, Asia, and Australia. From the insights gleaned from these interviews and the available literature, they propose a conceptual...
Paper Details
Title
Establishing Profitable Customer Loyalty for Multinational Companies in the Emerging Economies: A Conceptual Framework
Published Date
Mar 1, 2013
Volume
21
Issue
1
Pages
57 - 80
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