Logo image
Back
How applicable are conventional strategic marketing practices in emerging markets? An exploratory study in India
Journal article   Peer reviewed

How applicable are conventional strategic marketing practices in emerging markets? An exploratory study in India

Roger Brooksbank, Zahed Subhan and Richard John Calderwood
International journal of emerging markets, v 13(5), pp 959-979
29 Nov 2018
DOI: https://doi.org/10.1108/IJoEM-06-2017-0205
Featured in Collection :   UN Sustainable Development Goals @ Drexel

Abstract

Business Business & Economics Economics Management Social Sciences
Purpose Questions surrounding the uptake patterns and applicability of conventional strategic marketing practice (CSMP) within emerging markets remain largely unanswered. The purpose of this paper is to address some of these questions in India. Design/methodology/approach The usage patterns of conventional, developed world, basic strategic marketing practices within manufacturing firms in India - one of the world's fastest growing emerging markets - are compared against the usage of the same practices among their counterparts operating in the highly developed market of the USA. The study is based on separate surveys conducted in each country. Data analyses are conducted using chi(2) tests. Findings CSMPs are being quite widely adopted in India albeit to a lesser extent than in the USA. However, several notable areas of difference suggest that some practices might not be appropriate in emerging markets due to one or more of their unique and strategically relevant situational characteristics. Research limitations/implications Low response rates render questionable the extent to which the study samples can be considered representative of the populations under scrutiny. Equally, differences in the respondents' interpretation of some of the marketing terminology used in the questionnaire cannot be ruled out. Practical implications The research confirms that Indian marketing strategists appear to judge many conventional practices to be appropriate within an emerging market environment. However, it also casts doubt on the relevance of at least eleven specific practices. Originality/value The study provides a useful starting point for better understanding the adoption patterns and applicability of conventional strategic marketing within a uniquely interesting cross-cultural context that has attracted little academic attention to date.

Metrics

17 Record Views
4 citations in Web of Science
4 citations in Scopus

Details

UN Sustainable Development Goals (SDGs)

This publication has contributed to the advancement of the following goals:

#9 Industry, Innovation and Infrastructure

InCites Highlights

Data related to this publication, from InCites Benchmarking & Analytics tool:

Collaboration types
Domestic collaboration
International collaboration
Web of Science research areas
Business
Economics
Management
Logo image