International Journal of Emerging Markets: Volume 10 Issue 1


Table of contents

The bottom of the pyramid: an integrative approach

Samuel Rabino

– The purpose of this paper is to examine the concept of the bottom of the pyramid (BOP) in the context of the knowledge economy.


The link between export relationship quality, performance and expectation of continuing the relationship: A South Asia exporters’ perspective

A.F.M. Jalal Ahamed, Kåre Skallerud

The purpose of this study is threefold: to investigate how relationship quality affects export performance; to see if and to what extent export performance affects…


Two paths to diversification: Performance implications of related diversification across two dimensions in professional service firms

Karthik Dhandapani, Rajesh S. Upadhyayula

The purpose of this paper is to examine the impact of related diversification across service offerings and industry domains for professional service firms (PSFs) in…


Inorganic growth of technology sector firms in emerging markets: Influence of firm-specific factors in Indian firms’ M&A activities

Arindam Das, Sheeba Kapil

Emerging economies and technology firms in these economies have witnessed significant increase in mergers and acquisitions (M&A) activities in recent years. The purpose of…


Consumer ethnocentrism and consumer animosity: antecedents and consequences

Pilar Fernández-Ferrín, Belén Bande-Vilela, Jill Gabrielle Klein, M. Luisa del Río-Araújo

Consumer ethnocentrism and consumer animosity provide marketing management with two useful concepts to understand the reasons behind consumers’ purchase decisions…


Justification of generational cohort segmentation in South Africa

Helen Duh, Miemie Struwig

The purpose of this paper is to look at the successful generational cohort segmentation from global and country-specific formative experiences in the USA, to examine the…


Thai consumers’ purchase decisions and private label brands

Kandapa Thanasuta

Private label brands have achieved double-digit growth in the Thai market. To expand market share, private label brands need to identify clearly what triggers consumer…


Does explicit comparative advertising affect Indian consumers’ attitudes towards low and high-involvement product?

Varsha Jain, Rohit H Trivedi, Vikrant Joshi, Aarzoo Daswani

With increasing use of explicit comparative advertisement to get share of consumers’ mind and influence their purchase decision in western context, the same is now used…


Marketing issues for business-to-business firms entering emerging markets: An investigation among Italian companies in Eastern Europe

Fabio Cassia, Francesca Magno

The purpose of this paper is to comprehensively explore marketing issues for foreign industrial companies of large, small and medium size entering emerging markets (EMs)…


The rise of the BRICS and their challenge to the G7

Golam Mostafa, Monowar Mahmood

This paper attempts to assess the economic growth prospects of the BRICS countries and their potential ability to challenge and overtake the G7 countries. Specifically…

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Emerald Publishing Limited

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  • Prof Ilan Alon