Dear all
Here is the latest issue of International Journal of Emerging Markets. Papers examine
Pakistan, India, Malaysia, Thailand, Cuba and CEE, and we also include a
viewpoint piece from Sam Craig and the late Susan Douglas. You will find
the editorial pasted below the list of articles.
Best regards
Martyn
Dr
Senior Publisher
Journal: http://www.emeraldinsight.com/ijoem.htm
Collection: http://www.emeraldinsight.com/tk/ib
TABLE OF CONTENTS
Article Title: Perceived brand globalness in emerging
markets and the moderating role of consumer ethnocentrism
Authors: Aneela Akram, Dwight Merunka, Muhammad
Shakaib Akram
Article Type: Research paper
Keywords: Consumer behaviour, Emerging markets,
Ethnocentrism, Global brands,
Pages: 291-303
Link to Page: http://www.emeraldinsight.com/10.1108/17468801111170329
Article Title: Global crisis and activities of
multinational enterprises in new EU member states
Authors: Sergey Filippov, Kalman Kalotay
Article Type: General review
Keywords:
Pages: 304-328
Link to Page: http://www.emeraldinsight.com/10.1108/17468801111170338
Article Title: The competitive challenge of emerging
markets: the case of medical tourism
Authors: Peter Enderwick, Swati Nagar
Article Type: Research paper
Keywords: Business development, Competitive strategy,
Emerging economies, Globalization,
Pages: 329-350
Link to Page: http://www.emeraldinsight.com/10.1108/17468801111170347
Article Title: Born global acquirers from Indian IT:
an exploratory case study
Authors: Sumati Varma
Article Type: Case study
Keywords: Acquisitions and mergers, Born globals,
Cross-border acquisitions, Emerging markets,
Pages: 351-368
Link to Page: http://www.emeraldinsight.com/10.1108/17468801111170356
Article Title: Is
Authors: Richard C. Becherer, Marilyn M. Helms
Article Type: Research paper
Keywords: Capitalist systems,
Pages: 369-381
Link to Page: http://www.emeraldinsight.com/10.1108/17468801111170365
Article Title: Empowering rural consumers in emerging
markets
Authors: C. Samuel Craig, Susan P. Douglas
Article Type: Viewpoint
Keywords: Developing countries, Emerging markets,
Market economy, Marketing strategy, Rural consumers, Value chain
Pages: 382-393
Link to Page: http://www.emeraldinsight.com/10.1108/17468801111170374
Editorial
(Yusaf H Akbar)
Below is a brief summary of the articles in this
issue. In this issue, we have papers from four continents and coverage of all
of the emerging market regions of the world. As ever, the papers come from a
range of disciplinary perspectives too.
Our first paper aims to examine global brand
perceptions in
Our second paper is a fascinating study on the
strategies of multinational companies operating in Central and East Europe
(CEE) during the recent global crisis. The CEE region was the most badly hit by
the crisis because of its openness and its fragmentation, i.e. small, open
economies. No published academic study to date has examined the level of
multinational subsidiaries and subsidiaries’ responses to the global
economic crisis. Empirical data for the study comes from secondary data, desk
research and interviews – in this sense it is largely a
“descriptive” methodology. The paper is rich in case study analysis
by examining automotive, IT services and telecoms as examples of industries
impacted by the crisis. Sergey Fillipov and Kalman Kalotay examine different
typologies of subsidiary strategy and examine how the crisis impacted these
strategies. The crisis has been particularly devastating to the CEE region because
it has been caused by the coincidence of three processes: a cyclical downturn
in the world economy; a structural change that hit certain industries which
used to be significant employers of capital and labor in the global economy,
especially the automotive sector and the collapse of the financial services
industry. Subsidiaries in the CEE have adopted different strategies in response
to the crisis including a reorganization of their production systems and a
reduction or closure of activities that are deemed to be non-strategy critical.
The third paper in the issue is a study by a regular
and valued contributor to International Journal of Emerging Markets (IJOEM)
– Peter Enderwick. His paper examines an emerging industry in emerging
markets: medical tourism (MT). Anecdotal evidence suggests that the
internationalization of professional services into emerging markets has been
rapid and relatively understudied in the extant literature. By examining four
Asian countries:
Paper four by Sumati Varma evaluates born global IT
firms from
Our fifth paper examines the dynamic situation in
Our final paper for this issue from C. Samuel Craig
and Susan P. Douglas examines rural poverty in emerging markets. Rural
consumers in emerging market countries are among the largest and fastest
growing segments of the world’s population. This study evaluates
marketing’s role in serving potential in these areas and proposes how
companies can support consumers in the development of their purchasing power,
thus creating a sustainable process that provides gains to both consumers and
companies. The paper’s empirical contribution is based on desk research
of multinational company web sites and interviews with consumers in rural
areas. The core conclusion is that marketing strategy in rural emerging markets
must be developed from scratch. In particular it must be grounded in a nuanced
and thorough understanding of consumers, especially in their roles as
co-producers. Second, companies need to develop ways to empower consumers
through integrating them into the value chain. Third, since distribution is a
key feature of the marketing mix, companies must invest considerable time
focusing on infrastructure development and expanding distribution to ensure
product availability.