Editorial—Marketing Science in Emerging Markets

Published Online:https://doi.org/10.1287/mksc.2015.0934

References

  • Anupindi R, Sivakumar S (2007) ITC’s e-Choupal: a platform strategy for rural transformation. Rangan VK, Quelch JA, Herrero G, Barton B, eds. Business Solutions for the Global Poor: Creating Social and Economic Value (Harvard Busness School, Boston), 173–182.Google Scholar
  • Atsmon Y, Child P, Dobbs R, Narasimhan L (2012) Winning the $30 trillion decathlon: Going for gold in emerging markets. McKinsey Quart. 4(August):20–35.Google Scholar
  • Court D, Narasimhan L (2010) Capturing the world’s emerging middle class. McKinsey Quart. (July).Google Scholar
  • Forman C, Ghose A, Goldfarb A (2009) Competition between local and electronic markets: How the benefit of buying online depends on where you live. Management Sci. 55(1):47–57.LinkGoogle Scholar
  • Govindarajan V, Trimble C (2013) Reverse Innovation: Create Far from Home, Win Everywhere (Harvard Business Press, Boston).Google Scholar
  • Goyal A (2010) Information, direct access to farmers, and rural market performance in Central India. Amer. Econom. J.: Applied Econom. 2(3):22–45.CrossrefGoogle Scholar
  • Guimaraes PP, Chandon P (2004) Unilever in Brazil: Marketing strategies for low-income consumers. INSEAD case study, 2, 2005-5188.Google Scholar
  • Henrich J, Heine SJ, Norenzayan A (2010) Most people are not WEIRD. Nature 466(7302):29–29.CrossrefGoogle Scholar
  • Jack W, Suri T (2014) Risk sharing and transactions costs: Evidence from Kenya’s mobile money revolution. Amer. Econom. Rev. 104(1):183–223.CrossrefGoogle Scholar
  • Jensen R (2007) The digital provide: Information (technology), market performance, and welfare in the South Indian fisheries sector. Quart. J. Econom. 879–924.CrossrefGoogle Scholar
  • Miller G, Mobarak AM (2015) Learning about new technologies through opinion leaders and social networks: Experimental evidence on nontraditional stoves in rural Bangladesh. Marketing Sci. 34(4):480–489.AbstractGoogle Scholar
  • Mullainathan S, Shafir E (2013) Scarcity: Why Having Too Little Means So Much (Henry Holt, New York).Google Scholar
  • Prahalad CK (2006) The Fortune at the Bottom of the Pyramid (Pearson Education, New Delhi, India).Google Scholar
  • Qian Y (2008) Impacts of entry by counterfeiters. Quart. J. Econom. 123(4):1577–1609.CrossrefGoogle Scholar
  • Qian Y, Gong Q, Chen Y (2015) Untangling searchable and experiential quality responses to counterfeiting. Marketing Sci. 34(4):522–538.LinkGoogle Scholar
  • Rangan VK, Rajan R (2005) Unilever in India: Hindustan Lever’s project shakti—Marketing FMCG to the rural consumer. Harvard Business School case 9-505, 056.Google Scholar
  • Sudhir K, Talukdar D (2015) The “Peter Pan Syndrome” in emerging markets: The productivity-transparency tradeoff in IT adoption. Marketing Sci. 34(4):500–521.LinkGoogle Scholar
  • Sudhir K, Priester J, Shum M, Atkin D, Foster A, Iyer G, Jin Get al. (2015) Research opportunities in emerging markets: An interdisciplinary perspective from marketing, economics, and psychology. Customer Needs Solutions. Forthcoming.Google Scholar
  • World Health Organization (2002) The World Health Report 2002—Reducing risks, promoting healthy life. Report, World Health Organization, Geneva.Google Scholar
  • Zhang K (2015) Breaking free of a stereotype: Should a domestic brand pretend to be a foreign one? Marketing Sci. 34(4):539–554.LinkGoogle Scholar
INFORMS site uses cookies to store information on your computer. Some are essential to make our site work; Others help us improve the user experience. By using this site, you consent to the placement of these cookies. Please read our Privacy Statement to learn more.