... across developing regions, they are particularly acute in African emerging markets, where regulatory complexity, infrastructural weaknesses and political volatility exacerbate uncertainty and undermine competitiveness (Amankwah-Amoah et al., 2022 ; Osabutey and Jackson, 2024). This study...

...Thomas Anning-Dorson Purpose This study examines how different configurations of network characteristics influence marketing technology (MarTech) adoption among small and medium enterprises (SMEs) in emerging markets. Drawing on network theory, institutional theory, and absorptive capacity...

... intelligence Word co-occurrence network Digital marketing Entry mode Emerging markets Multidimensional scaling In an increasingly interconnected global economy, firms across sectors are expanding into international markets to pursue growth, diversification, and long-term competitiveness. Existing...

...Siqiao Luan; Sergio Biggemann; Tony Garry; Miranda Mirosa Purpose This study investigates how multinational enterprises (MNEs) operating in emerging markets (EMs) acquire locally embedded knowledge and transfer it back to their headquarters (HQs) in developed economies. Design/methodology...

...Mustafa Raji; Peter Magnusson; Yuri Martirosyan Purpose This study offers a comprehensive analysis of the relative effectiveness of different strategies that emerging-market brands can use to mitigate a weak country image. Design/methodology/approach This study employs discrete choice conjoint...

... strategies such as reputation, warranties, branding and promotion (Kirmani and Rao, 2000 ; Connelly et al., 2011). However, those signals are costly and not always feasible for resource-constrained exporters from emerging markets. Alternatively, firms can use internet-based business...

...Sara Melén Hånell; Veronika Tarnovskaya; Daniel Tolstoy Purpose The purpose of this study is to examine how different innovation efforts can support multinational enterprises’ (MNEs’) pursuits of sustainable development goals (SDGs) in emerging markets and under what circumstances they are applied...

..., an emerging market (N = 421). Findings The findings demonstrate (1) the association of anticipated recovery on the desire to travel and prosocial behavior; (2) the association of smart governance on attitude (although negative); (3) the association of desire, attitude and prosocial behavior...

... This paper identifies the development of and gaps in knowledge in various management disciplines, including international marketing in relation to political ties in emerging markets, based on a systematic review of the related literature. The paper develops a synthesized integrative framework and provides...

... structural equation modeling on a sample of 211 SMEs operating in United Arab Emirates (UAE) – an emerging market economy. Findings The results show that IIMC mediates the relationship between international human capital and international product-service innovation. The authors further found...

...Huda Khan; Ahmad Arslan; Lauri Haapanen; Peter Rodgers; Shlomo Yedidia Tarba Purpose Applying both the dynamic capability and configuration theoretical perspectives, the paper showcases the role of network configuration and dynamics of hybrid offerings in both developed and emerging markets...

... development (NSD) in the context of emerging markets (EM). Research on services in EM, a heterogenous set of countries with an increasing contribution to global economic output, is sparse. This paper attempts to underscore the academic and managerial relevance of the field. A systematic review...

... infrastructure projects in the emerging markets (EMs). Design/methodology/approach The authors use an abduction-based qualitative research approach to analyze six international project operations of a multinational enterprise originating from Finland in five EMs. Findings The findings suggest...

...-technology sectors in emerging markets influences the nature of the intra-organizational knowledge being transferred. Design/methodology/approach A total of 180 completed survey responses from all cellular network providers operating in Pakistan were analyzed. This study uses multiple regression analysis...

...Nuraddeen Sani Nuhu; Martin Owens; Deirdre McQuillan Purpose The authors explore how home and host market institutions impact emerging market (EM) international entrepreneurship (IE) into developed markets. Design/methodology/approach Based on four case studies of Nigerian entrepreneurs...

...B. Elango; Nitin Pangarkar Purpose This study uses the notions of institutional harshness and uncertainty avoidance in the home country to explain the choice between direct and indirect exporting strategies by emerging market firms. Design/methodology/approach This study is based on a dataset...

...İlayda İpek Purpose Given the fact that emerging economies have idiosyncratic characteristics, international marketing strategies of emerging-market exporting firms have been firmly acknowledged to be rather peculiar compared to exporting firms based in developed countries. In this sense...

... in this emerging market continent. This research utilizes a qualitative method to study how African fintech firms adapt their marketing strategies for successful intra-Africa expansion. In addition, in aiming to provide insights into the relatively new and under-researched topic of intra-Africa expansion...

...Pradeep Kumar; Sanjay Kumar Singh; Vijay Pereira; Erasmia Leonidou Purpose The purpose of this paper is to identify the constituents of cause-related marketing (CRM) capabilities in the context of an emerging market healthcare sector, by incorporating the resource-based view alongside the dynamic...

... is to respond to the call of international marketing professionals for more studies on strategies that firms use in response to the complexities of interacting with other institutions in the emerging markets (EMs) of sub-Saharan Africa. The key research question investigated by employing the exploratory...