Editorial —Marketing Science in Emerging Markets
Laxman Narasimhan (),
Kannan Srinivasan () and
K. Sudhir ()
Additional contact information
Laxman Narasimhan: PepsiCo, Purchase, New York 10577
Kannan Srinivasan: Tepper School of Business, Carnegie Mellon University, Pittsburgh, Pennsylvania 15213
K. Sudhir: Yale School of Management, New Haven, Connecticut 06520
Marketing Science, 2015, vol. 34, issue 4, 473-479
Abstract:
In this editorial accompanying the Special Section on Marketing Science in Emerging Markets (MSEM), we describe how research on emerging markets can contribute to richer theoretical and substantive understanding of markets and marketing. Such research can also aid in providing managerial guidance on how to operate in emerging markets. We conclude with a description of the selection and review process for the special section and an overview of the four papers being published.
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:34:y:2015:i:4:p:473-479
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