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Author: Rajeev Batra
Publisher: Springer Science & Business Media
ISBN: 1461550092
Category : Business & Economics
Languages : en
Pages : 281
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Book Description
As the markets in transitional economies open and grow, major challenges and opportunities arise for multinational firms entering these markets, local firms facing these new competitors, and policymakers seeking to increase the ability of all firms to compete fairly and efficiently. Yet despite the important questions transition economies pose for policymakers and companies seeking to enter and compete in these new markets, there has been a relative absence of systematic research on these concerns. This book seeks to fill a gap in the existing literature by offering a pioneering and comprehensive examination of issues that have developed as markets in transitional economies become more deregulated and open. The countries discussed include China, the Czech Republic, Hungary, India, Poland, Romania, Russia, South Africa and South Korea. The topics covered are divided into five main sections, and the individual chapters are written by some of the world's leading academic experts on these issues. Most of the authors draw from freshly-collected data in new studies of consumers and/or firms in transitional economies. After an opening section which discusses the marketing issues and challenges multinational and local firms face in transitional economies, the next three sections offer detailed treatments of changing consumer behavior, measuring and improving the marketing orientation of firms, and implementing and managing distribution channels. The fifth and final section is devoted to firm strategies and tactics, examined variously from the perspective of multinational firms entering these new markets, from the viewpoint of existing local firms facing new competitive challenges from global entrants, and from the perspective of local firms seeking to establish themselves in foreign markets where they have not previously competed. Most of the individual chapters are revised versions of papers originally presented at a conference sponsored by the William Davidson Institute, which focuses on research related to emerging and transitional economies, and have not previously appeared in published form. Thus, the book is a unique collection of cutting-edge scholarship on the various aspects of marketing in transitional economies. It will prove valuable reading to academics, policymakers, and international business strategists.
Author: Michael Harvey
Publisher:
ISBN:
Category :
Languages : en
Pages : 111
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Book Description
Author: Rajeev Batra
Publisher: Springer Science & Business Media
ISBN: 1461550092
Category : Business & Economics
Languages : en
Pages : 281
Get Book Here
Book Description
As the markets in transitional economies open and grow, major challenges and opportunities arise for multinational firms entering these markets, local firms facing these new competitors, and policymakers seeking to increase the ability of all firms to compete fairly and efficiently. Yet despite the important questions transition economies pose for policymakers and companies seeking to enter and compete in these new markets, there has been a relative absence of systematic research on these concerns. This book seeks to fill a gap in the existing literature by offering a pioneering and comprehensive examination of issues that have developed as markets in transitional economies become more deregulated and open. The countries discussed include China, the Czech Republic, Hungary, India, Poland, Romania, Russia, South Africa and South Korea. The topics covered are divided into five main sections, and the individual chapters are written by some of the world's leading academic experts on these issues. Most of the authors draw from freshly-collected data in new studies of consumers and/or firms in transitional economies. After an opening section which discusses the marketing issues and challenges multinational and local firms face in transitional economies, the next three sections offer detailed treatments of changing consumer behavior, measuring and improving the marketing orientation of firms, and implementing and managing distribution channels. The fifth and final section is devoted to firm strategies and tactics, examined variously from the perspective of multinational firms entering these new markets, from the viewpoint of existing local firms facing new competitive challenges from global entrants, and from the perspective of local firms seeking to establish themselves in foreign markets where they have not previously competed. Most of the individual chapters are revised versions of papers originally presented at a conference sponsored by the William Davidson Institute, which focuses on research related to emerging and transitional economies, and have not previously appeared in published form. Thus, the book is a unique collection of cutting-edge scholarship on the various aspects of marketing in transitional economies. It will prove valuable reading to academics, policymakers, and international business strategists.
Author: Gopalkrishnan R. Iyer
Publisher: Routledge
ISBN: 9780789009791
Category : Marketing
Languages : en
Pages : 0
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Book Description
Reluctant to leave the field to economists and political scientists, scholars of business and management share their perspective on the emergence of markets and marketing systems in transition economies. They consider such aspects as foreign direct investment motives and marketing strategies in central and eastern Europe, why progress is slow in Russia, expectation as the driving force for entry and exit in the turbulent Russian market, and how the fall of the Iron Curtain has affected consumers' perceptions of urban and rural quality of life in Romania. The eight studies and introduction are also published as the Journal of East-West Business vol. 5, nos. 1/2 (1999). Annotation copyrighted by Book News Inc., Portland, OR
Author: Jung Wan Lee
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
This paper investigates the concept of the standardisation of products and marketing communications in an emerging market. In addition, the paper aims to introduce the logical connection among product category, product attributes, and consumers' perceptions of product quality. Relationships between the three constructs of product characteristic-, benefit-, and image-attributes with perceived product quality are hypothesized, and data are collected via a consumer survey in Almaty, Kazakhstan during 2005. The empirical data are utilized to test all hypotheses using structural equation modeling method. This study finds that the factors of product attributes affect differentially to consumers' evaluations of product quality. For products with status symbolic meanings such as the automobile in the Central Asia, consumers are more sensitive to benefit attributes of the product rather than product characteristic attributes. Standardisation of products and marketing communications in an international context is an important issue faced by multinational managers and has been the subject of debate for several decades. However, to date, few empirical studies have examined the intricacies of this issue in the Central Asia under transitional economies. This study implicates that, beyond product standardisation, multinational firms must develop marketing communications by adapting the differences of values, expectations, needs of consumers towards global products, in particular, in emerging markets and it will help their global products to achieve competitive strategic positions in emerging markets. This study uses a single product category and a single segment in a single country. Results need to be expanded and confirmed with other product categories in other emergent markets with various segments.
Author: Muhammad Ismail Hossain
Publisher: Palgrave Macmillan
ISBN: 9789819735525
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
This book presents case studies of local, regional, and international businesses to show that marketing is an environment-sensitive activity, requiring an environment-specific treatment. The business eco-system of Bangladesh is considerably different from those of developed and developing countries due to a range of factors including the unmatched patterns in logistics, infrastructure, enforcement of laws and regulations, cultural differences, and competitiveness. Insightful differences in business practices between the economies of Bangladesh and the West and/or other developing countries are unfolded in this book. The nuances of the contextual operational realities around different aspects of the business including marketing environment and management, consumer behavior, supply chain management, brand management, customer relationship management, services marketing, digital marketing, integrated marketing communications, and marketing ethics are presented in this book. The business knowledge shared by the unique breadth and depth of cases is sure to make this book an effective resource for academia and industry.
Author: Erdener Kaynak
Publisher: Routledge
ISBN: 1317948866
Category : Business & Economics
Languages : en
Pages : 130
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Book Description
Since the sudden opening of the markets in Central and Eastern Europe (CEE) in 1989, there has been a growing need to investigate the fundamental changes occurring in the countries’marketing environment, the lucrative market opportunities created by the changes, and the inscrutable marketing practice followed by local and international companies. Marketing in Central and Eastern Europe helps you understand the changes taking place in these valuable and challenging markets and introduces you to the emerging opportunities and effective marketing strategies to be employed in the region. Researchers specializing in CEE business; managers of international companies operating in or contemplating entering CEE markets; and students studying CEE business, East-West business, or marketing in transitional economies will better understand the region by examining issues of cross- cultural inquiry, commonality, and market segmentation. Marketing in Central and Eastern Europe also provides you with: a region-relevant market analysis to determine environmental dimensions of emerging markets a preliminary report on market-entry strategies in Poland an assessment of foreign direct investment opportunities in Hungary a study of Western-style marketing applied in transitional economies an analysis of marketization and Westernization used as classifying dimensions information on increasing the validity of post-command economy research and application Although the book’s chapters cover a variety of topics and use different research approaches and methodologies, they have a common theme--there is a great interest in, and an equally great need to scientifically investigate, rapidly emerging market opportunities, marketing-environment issues, and marketing-strategy problems with respect to transitional economies of Central and Eastern Europe.
Author: M. Marinov
Publisher: Springer
ISBN: 0230337015
Category : Business & Economics
Languages : en
Pages : 335
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Book Description
Staying at the pinnacle of the advancing business development of transition economies and the impact of changing business conditions is a challenging task for all firms wanting to do business in them. This book provides insight into the way in which businesses function with a comprehensive overview of the major aspects involved.
Author: Emmanuel Mogaji
Publisher: Springer Nature
ISBN: 3030825728
Category : Business & Economics
Languages : en
Pages : 279
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Book Description
Literature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product development, green marketing strategy and green advertising. Achieving green marketing success encompasses influencing, orientating, and communicating green offerings of an organisation to the consumers. Emerging markets particularly provide unique opportunities for green product innovations to thrive due to their rapid industrialisation and economic growth; hence the value proposition of organisations must be rightly communicated to the consumers. The book is part of a multi-volume work that highlights the goals of green marketing, such as influencing consumers’ green adoption, behaviour, and attitude towards sustainability practices. This book provides insights to researchers, students and practitioners interested in marketing and sustainability initiatives in the context of emerging markets. It is also recommended for marketing managers and brand consultants who desire an in-depth understanding of how to communicate their organisation’s green offerings while positioning the organisation as a green brand to influence consumers’ green purchasing behaviours.
Author: Lia Zarantonello
Publisher: Routledge
ISBN: 1317803159
Category : Business & Economics
Languages : en
Pages : 346
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Book Description
The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need. Sample scales include brand personality, brand authenticity, consumer–brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts. A much-needed reference point, this is a unique, vital and convenient volume that should be within reach of every marketing scholar's and manager's desk.
Author: Niraj Dawar and Amitava Chattopadhyay
Publisher:
ISBN:
Category :
Languages : en
Pages : 44
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Book Description
