Leveraging Distribution to Maximize Firm Performance in Emerging Markets

Volume: 91, Issue: 4, Pages: 627 - 643
Published: Dec 1, 2015
Abstract
Despite the rise of emerging markets as lucrative destinations for business expansion, marketing literature in this area is largely anecdotal and conceptual. Further, owing to the largely unorganized retail structure in emerging markets, managers tend to make sub-optimal marketing-mix decisions by taking an aggregate view of their distribution network. In this study, we develop an econometric model to help firms develop a multichannel...
Paper Details
Title
Leveraging Distribution to Maximize Firm Performance in Emerging Markets
Published Date
Dec 1, 2015
Volume
91
Issue
4
Pages
627 - 643
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