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| Author: | Burgess, S.M. Steenkamp, J-B.E.M. |
| Title: | Marketing renaissance: how research in emerging markets advances marketing science and practice |
| Journal: | International Journal of Research in Marketing
2006 : DEC, VOL. 23:4, p. 337-356 |
| Index terms: | developing countries emerging markets |
| Language: | eng |
| Abstract: | The paper discusses the generalization of marketing theories in emerging markets (EM). The paper proposes a framework delineating four stages through which EM research contributes to the growth of marketing science. The four stages are 1) theory of development, 2) acquisition of meaningful data, 3) analysis of the data to test one's theories, and 4) learning. |
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