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

Abstract

Purpose

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.

Design/methodology/approach

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

Findings

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.

Originality/value

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.

Citation

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. https://doi.org/10.1108/APJML-04-2015-0061