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| Author: | Dawar, N. Chattopadhyay, A. |
| Title: | Rethinking Marketing Programs for Emerging Markets |
| Journal: | Long Range Planning
2002 : OCT, VOL. 35:5, p. 457-474 |
| Index terms: | MARKETING EMERGING MARKETS SOFTWARE |
| Language: | eng |
| Abstract: | Whether you make beer or cola, skin cream or washing powder, breakfast cereal or crop spray, cars or credit cards, the prospect of the fabulous potential size of the emerging markets of China, India, Indonesia, and Latin America is enough to set Board mouths watering throughout the developed world. But, as this article points out, the strategy of exporting a product tailored, priced and marketed for the developed world and simply waiting for consumers to get round to your way of thinking is regularly met with well-deserved failure. The article offers numerous emerging market case studies to highlight thoughtful and thoughtless strategies. |
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