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Editorial —Marketing Science in Emerging Markets

Author

Listed:
  • Laxman Narasimhan

    (PepsiCo, Purchase, New York 10577)

  • Kannan Srinivasan

    (Tepper School of Business, Carnegie Mellon University, Pittsburgh, Pennsylvania 15213)

  • K. Sudhir

    (Yale School of Management, New Haven, Connecticut 06520)

Abstract

In this editorial accompanying the Special Section on Marketing Science in Emerging Markets (MSEM), we describe how research on emerging markets can contribute to richer theoretical and substantive understanding of markets and marketing. Such research can also aid in providing managerial guidance on how to operate in emerging markets. We conclude with a description of the selection and review process for the special section and an overview of the four papers being published.

Suggested Citation

  • Laxman Narasimhan & Kannan Srinivasan & K. Sudhir, 2015. "Editorial —Marketing Science in Emerging Markets," Marketing Science, INFORMS, vol. 34(4), pages 473-479, July.
    • Handle: RePEc:inm:ormksc:v:34:y:2015:i:4:p:473-479
    DOI: 10.1287/mksc.2015.0934
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    References listed on IDEAS

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    1. Aparajita Goyal, 2010. "Information, Direct Access to Farmers, and Rural Market Performance in Central India," American Economic Journal: Applied Economics, American Economic Association, vol. 2(3), pages 22-45, July.
    2. K. Sudhir & Debabrata Talukdar, 2015. "The “Peter Pan Syndrome” in Emerging Markets: The Productivity-Transparency Trade-off in IT Adoption," Marketing Science, INFORMS, vol. 34(4), pages 500-521, July.
    3. Kaifu Zhang, 2015. "Breaking Free of a Stereotype: Should a Domestic Brand Pretend to Be a Foreign One?," Marketing Science, INFORMS, vol. 34(4), pages 539-554, July.
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    5. Grant Miller & A. Mushfiq Mobarak, 2015. "Learning About New Technologies Through Social Networks: Experimental Evidence on Nontraditional Stoves in Bangladesh," Marketing Science, INFORMS, vol. 34(4), pages 480-499, July.
    6. William Jack & Tavneet Suri, 2014. "Risk Sharing and Transactions Costs: Evidence from Kenya's Mobile Money Revolution," American Economic Review, American Economic Association, vol. 104(1), pages 183-223, January.
    7. Yi Qian & Qiang Gong & Yuxin Chen, 2015. "Untangling Searchable and Experiential Quality Responses to Counterfeits," Marketing Science, INFORMS, vol. 34(4), pages 522-538, July.
    8. Chris Forman & Anindya Ghose & Avi Goldfarb, 2009. "Competition Between Local and Electronic Markets: How the Benefit of Buying Online Depends on Where You Live," Management Science, INFORMS, vol. 55(1), pages 47-57, January.
    9. Yi Qian, 2008. "Impacts of Entry by Counterfeiters," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 123(4), pages 1577-1609.
    10. K. Sudhir & Joe Priester & Matt Shum & David Atkin & Andrew Foster & Ganesh Iyer & Ginger Jin & Daniel Keniston & Shinobu Kitayama & Mushfiq Mobarak & Yi Qian & Ishani Tewari & Wendy Wood, 2015. "Research Opportunities in Emerging Markets: an Inter-disciplinary Perspective from Marketing, Economics, and Psychology," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(4), pages 264-276, December.
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    Cited by:

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    3. Bensch, Gunther & Grimm, Michael, 2024. "Behavioural constraints in energy technology uptake: Evidence from real-purchase offers in rural Rwanda and Senegal," Ruhr Economic Papers 1081, RWI - Leibniz-Institut für Wirtschaftsforschung, Ruhr-University Bochum, TU Dortmund University, University of Duisburg-Essen.
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    7. Kiran Pedada & S. Arunachalam & Mayukh Dass, 2020. "A theoretical model of the formation and dissolution of emerging market international marketing alliances," Journal of the Academy of Marketing Science, Springer, vol. 48(5), pages 826-847, September.
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    9. Alvina Gillani & Smirti Kutaula & Leonidas C. Leonidou & Paul Christodoulides, 2021. "The Impact of Proximity on Consumer Fair Trade Engagement and Purchasing Behavior: The Moderating Role of Empathic Concern and Hypocrisy," Journal of Business Ethics, Springer, vol. 169(3), pages 557-577, March.
    10. Pedada, Kiran & Padigar, Manjunath & Sinha, Ashish & Dass, Mayukh, 2021. "Developed market partner’s relative control and the termination likelihood of an international joint venture in an emerging market," Journal of Business Research, Elsevier, vol. 135(C), pages 295-303.
    11. Manuel Hermosilla & Fernanda Gutiérrez-Navratil & Juan Prieto-Rodríguez, 2018. "Can Emerging Markets Tilt Global Product Design? Impacts of Chinese Colorism on Hollywood Castings," Marketing Science, INFORMS, vol. 37(3), pages 356-381, May.
    12. Sadick Alhaji Husseini, 2022. "Entrepreneurship Orientation in an Emerging Market: A Grounded theory Approach," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 9-17, November.
    13. Guissoni, Leandro Angotti & Rodrigues, Jonny Mateus & Zambaldi, Felipe & Neves, Marcos Fava, 2021. "Distribution effectiveness through full- and self-service channels under economic fluctuations in an emerging market," Journal of Retailing, Elsevier, vol. 97(4), pages 545-560.
    14. Guangxin Yang & Yingjie Zhang & Hongju Liu, 2024. "Frontiers: Pirating Foes or Creative Friends? Effects of User-Generated Condensed Clips on Demand for Streaming Services," Marketing Science, INFORMS, vol. 43(3), pages 469-478, May.
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    16. Magda Hassan & Jaideep Prabhu & Rajesh Chandy & Om Narasimhan, 2023. "When Bulldozers Loom: Informal Property Rights and Marketing Practice Innovation Among Emerging Market Microentrepreneurs," Marketing Science, INFORMS, vol. 42(1), pages 137-165, January.

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