Marketing opportunities and challenges in emerging markets in the new millennium: a conceptual framework and analysis

Lalita A. Manrai and Ajay K. Manrai

International Business Review, 2001, vol. 10, issue 5, 493-504

Abstract: This paper develops a conceptual framework to analyze the significant events and developments in the recent past in terms of the seven major factors influencing international marketing. The framework identifies the type of environmental forces, predominant world region and impact of the event in terms of opportunities/benefits and challenges/threats. Next, each of the four papers included in this special issue is mapped onto this framework. Finally, the overall contributions of the special issue and the directions for future research are identified.

Date: 2001
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