Rethinking Marketing Programs for Emerging Markets
Abstract
This article points to a fundamental inconsistency in the emerging market strategies of multinational firms. On the one hand, they seek billions of new consumers in the emerging markets of China, India, Indonesia, and Latin America—on the other, their marketing programs are scarcely adapted for these markets. The result is low market penetration, disappointing market shares and poor profitability. These multinationals are trapped by their own...
Paper Details
Title
Rethinking Marketing Programs for Emerging Markets
Published Date
Oct 1, 2002
Journal
Volume
35
Issue
5
Pages
457 - 474
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