...Shirish C Srivastava Purpose – The purpose of this paper is to identify the four principles for firms in developing countries to enhance and augment their innovation agenda for staying competitive. With increasing globalization, firms need to continually calibrate and realign their innovation...

... research Emerging markets Developing countries International marketing Multinational corporate (MNC) managers coming from other cultures to the developing world have great difficulty understanding local culture and local consumers. Local research and advertising research people may know local...

...Lubna Nafees; Omkumar Krishnan; Tim Gore; Madhavan Parthasarathy; MaryLee Stansifer; Rajeev Kumra Purpose The purpose of this paper is to explore the changing perceptions of an iconic American product, namely Levi Jeans, in a rapidly developing country, namely Costa Rica, over a 20‐year period...