Marketing in emerging markets: a review, theoretical synthesis and extension

Abstract

Purpose The purpose of this paper is to provide an overview of theoretical models and studies dealing with the international marketing strategies in emerging markets and provides recommendations for future research based on the review. Design/methodology/approach A review of literature on the topic was conducted and a new model is developed as a theoretical extension on the basis of insights from prior research. Findings Organizations need to take into account several characteristics of consumers and markets in advance as part of their business plan to select appropriate emerging markets, and decide best possible entry modes. Originality/value To the best of authors’ knowledge, there is no comprehensive review article on this subject, which provides directions for future research. The authors fill this gap in the literature and suggest strategies with regard to market selection, entry modes, market adaptation, customer relationship development with a new four-dimensional model.

Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading?

“…In general, there are four broad classifications of systematic reviews: domain-based, theory-based, method-based, and meta-analytical reviews ( Paul & Criado, 2020 ). The essence of these classifications is explained, as follows: Domain-based reviews are centered on a topical domain and can be conducted in five different ways: (1) structured reviews that focus on widely-used theories, constructs, contexts, and methods ( Canabal and White, 2008 , Hao et al, 2020 , Kahiya, 2018 , Paul and Feliciano-Cestero, 2020 , Paul and Singh, 2017 , Rosado-Serrano et al, 2018 ); (2) framework-based reviews that use a framework that scholars can either adopt from others or develop on their own ( Lim, 2020 , Paul and Benito, 2018 ); (3) bibliometric reviews that focus on statistics and trends ( Donthu et al, 2020 , Randhawa et al, 2016 , Vallaster et al, 2019 ); (4) hybrid reviews that integrate the tenets of two or more review types ( Dabić et al, 2020 , Lim, 2016 , Paul et al, 2017 , Kumar et al, 2019 ); and (5) theory development-based reviews that propose new theories, hypotheses, and/or propositions ( Lim, 2020 , Paul, 2019a , Paul and Mas, 2020 ). Theory-based reviews are focused on analyzing the role of a specific theory in a given field.…”

“…In light of this shortcoming, we encourage future research to adopt conceptual approaches predicated on systematic reviews to develop new concepts and theories that will advance our theoretical understanding in this area. Future research could consider theory development-based reviews ( Lim, 2020 , Paul, 2019a , Paul and Mas, 2020 ). This approach to systematic review helps analyze and challenge existing assumptions, arguments, and philosophies, which serves to provide a radical view of home sharing and its place in the marketing and tourism domains, and thus, to develop new concepts and theories in the area.…”

“…In particular, future research could conduct an in-depth review covering the ontological, and epistemological considerations that could be used to promote methodological rigor in conceptualization and operationalization endeavors in home-sharing research. Thus, we propose three research objectives for future research to broaden the base of first-order knowledge on home sharing in marketing and tourism: To develop new concepts and theories for home sharing using theory development-based reviews (see Lim, 2020 , Paul, 2019a , Paul and Mas, 2020 ). To consolidate and refine concepts and theories based on a review of existing concepts and theories for home sharing using theory-based reviews (see Gilal et al, 2019 , Paul and Rosado-Serrano, 2019 , Hassan et al, 2016 ).…”

Five decades of research on foreign direct investment by MNEs: An overview and research agenda

“…al, 2018;Paul & Rosad-Serrano, 2019), meta-analysis (Knoll & Matthes, 2017), bibliometric review (Randhawa et. al, 2016), Review aiming for model/framework development (Paul & Mas, 2019;Paul, 2019).…”

Service Failure and Recovery in B2B Markets – A Morphological Analysis

“…The benefits and steps involved in an SLR have been explained by researchers ( Easterby-Smith et al, 2012 , Petticrew and Roberts, 2008 ). There are also other types of SLR ( Paul & Criado, 2020 ) such as a bibliometric review ( Randhawa et al, 2016 ), meta -analysis ( Knoll & Matthes, 2017 ), structured review ( Kahiya, 2018 , Paul and Singh, 2017 , Rosado-Serrano et al, 2018 ), theory-based review ( Paul & Rosado-Serrano, 2019 ), framework-based review ( Paul & Benito, 2018 ), hybrid-narrative review ( Kumar et al, 2019 , Paul et al, 2017 ), and a review aiming for model/framework development ( Paul, 2019 , Paul and Mas, 2019 ). Structured reviews consist of tabular representations that structure useful content from the articles.…”