...David B. Heinz; Matthias Tomenendal Purpose There is a stream of literature highlighting the enormous growth potential of emerging markets. This literature forms the basis for strategic investment decisions made by multinational corporations (MNCs). Seeking to question the findings...

... is not a synonym for hierarchy, management or markets, though they are all examples of organization. Practical implications The implication for research and practice is exploring alternatives to hierarchical market managerialism. Originality/value Many arguments and comments are put forward, suggesting...