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Market access and the mirage of marketing to the maximum: new measures

Justin Paul (Graduate School of Business, University of Puerto Rico, San Juan, Puerto Rico AND University of Washington, Seattle, WA, USA)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Publication date: 14 September 2015



Globalization means integrating the economy and consumer market with the rest of the world, which involves the removal of restrictions on imports and foreign investment. The purpose of this paper is to examine the implications of globalization on international marketing from the point of multinational firms, in the context of an emerging consumer market – India.


This is a general review-based study with some secondary data analysis. The author introduces new measures for industry analysis.


It was found that Indian market has opened up substantially and there are many foreign players in most sectors. Imports growth rate has gone up substantially during post-World Trade Organization period. The author provides insights based on sector-wise analysis.


The most important contribution of this paper is the introduction of two measures for carrying out industry analysis by integrating economics, marketing and strategy a Success-probability Index (SPI); and an Opportunity-Threat Matrix (OTM). The author puts forward generalized theoretical propositions for further research, which can be tested in an emerging market/industry context.



Paul, J. (2015), "Market access and the mirage of marketing to the maximum: new measures", Asia Pacific Journal of Marketing and Logistics, Vol. 27 No. 4, pp. 676-688.



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