Abstract
Despite the increased literature attention on marketing in emerging economies and the Third World, debate persists as to the applicability of marketing strategy know-how in such economies. To assist in shedding light on the debate, this paper investigates the perceived usefulness of existing marketing strategy concepts, and the incidence and regularity of performance of marketing strategy activities in emerging markets.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Akaah, I.P., Dadzie, K.Q., and Riordan, E.A. 1988, Applicability of Marketing Concepts and Management Activities in the Third World: An Empirical Investigation, Journal of Business Research, Vol.16 (2), 133-148.
Anderson, P.M., and He, X., 1996, Consumer Behavior in East/West Cultures: Implications for Marketing a Consumer Durable, Proceedings of AMS Multicultural Marketing Conference, Virginia Beach, October, 3-8.
Segal, M.A., Segal, U.A. and Niemczycki, M.A.P., 1993. Value Network for Cross-National Marketing Management: A Framework for Analysis and Application, Journal of Business Research, Vol.27, 65-83.
Kim, W.C. and Muaborgne, R.A., 1987, Cross-Cultural Strategies, Journal of Business Strategy, Vol. 7 (Spring), 28-35.
Leibold, M and Hugo, M.M., 1996, A Cross-Sectional Analysis of Emerging Markets and Business Strategies in the Multicultural South African Environment, Proceedings of AMS Multicultural Marketing Conference, Virginia Beach, October, 172-177.
Mintu, A.T., Calantone, R.J. and Gassenheimer, J.B., 1994, Towards Improving Cross-Cultural Research: Extending Churchill’s Research Paradigm, Journal of International Consumer Marketing, Vol.7 (.2), 5-23.
Samiee, S. (1993), Retailing and Channel Considerations in Developing Countries: A Review and Research Propositions, Vol.27, 103-130.
Samli, A.C. and Leibold, M. (1995), Generating a Consumer Culture as a Prerequisite for Economic Development: The Case of South Africa, Unpublished Monograph, 1-14.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Leibold, M. (2015). A Values-Based Political-Economy Model for Multicultural Marketing Strategy in Emerging Economies. In: Sidin, S., Manrai, A. (eds) Proceedings of the 1997 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17320-7_10
Download citation
DOI: https://doi.org/10.1007/978-3-319-17320-7_10
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17319-1
Online ISBN: 978-3-319-17320-7
eBook Packages: Business and EconomicsBusiness and Management (R0)