International Marketing Strategies of Emerging Market Firms

Running head: MARKETING FOR MANAGERS
Marketing For Managers
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1MARKETING FOR MANAGERS
Table of Contents
Introduction......................................................................................................................................2
A. Summary of Article....................................................................................................................2
B. The Theoretical Foundations......................................................................................................3
C. Nature of the Research................................................................................................................4
D. Sample Size Considerations........................................................................................................5
E. Key Findings from the Research.................................................................................................5
F. ‘New’ Findings that Advance Knowledge..................................................................................6
G. Personal Opinion on the Findings...............................................................................................7
H. What Practitioners Can Learn and Apply...................................................................................7
Reference List..................................................................................................................................9

2MARKETING FOR MANAGERS
Introduction
With the changes in market dynamics, the marketing managers of emerging market firms
are facing extreme challenges in building effective international marketing strategies for
emerging markets. Moreover, the marketing managers need to be highly adaptive in getting
success of international marketing strategies in emerging markets. This study will critically
review an article based on international marketing strategies of emerging market firms.
Moreover, the study will summarize the article and provide theoretical foundation existing in the
article. Furthermore, the nature of research and sample size of the article will be highlighted in
this study. Apart from the key findings, the study will also consider the new findings of the
article for advancing the knowledge. On the other hand, the study will also demonstrate the
knowledge, which the practitioners can learn and apply on their brands.
A. Summary of Article
The article has mainly pointed the scholarly disclosure on the international marketing
strategies, which have shifted to adapt or incorporate the behavior of emerging markets. The
scholars of this article have challenged the long-held international marketing concepts and
strategies of developed market. The contention of this article explores that the business
environment conditions of emerging markets are distinctive and constantly changing. Hence, the
international organizations deploy unique set of international marketing strategies for getting
success in emerging markets. According to Boso, Debrah and Amankwah-Amoah (2017), the
enforcement of formal and informal institutions shapes the marketing strategies of firms in
emerging markets. Furthermore, the social behavior and economic development of the emerging