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Marketing opportunities and challenges in emerging markets in the new millennium: a conceptual framework and analysis

✍ Scribed by Lalita A Manrai; Ajay K Manrai

Publisher
Elsevier Science
Year
2001
Tongue
English
Weight
57 KB
Volume
10
Category
Article
ISSN
0969-5931

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✦ Synopsis

This paper develops a conceptual framework to analyze the significant events and developments in the recent past in terms of the seven major factors influencing international marketing. The framework identifies the type of environmental forces, predominant world region and impact of the event in terms of opportunities/benefits and challenges/threats. Next, each of the four papers included in this special issue is mapped onto this framework. Finally, the overall contributions of the special issue and the directions for future research are identified.

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