'Shaping the future of research in marketing in emerging economies: looking ahead', January 2012, India.

Steve Burgess

Following the theme of "Contemporary challenges and future prospects of marketing research for earning a seat in decision maker and practitioner's perspective" at the Shaping the Future of Research in Marketing Economies conference, Steve Burgess recognises the complexity of emerging markets and what they can bring to the field of marketing research.

‘Shaping the future of research in marketing in emerging economies: looking ahead’, January 2012, India.

Steve Burgess

Nelson Mandela Metropolitan University Business School

Emerging markets (EMs) represent significant socioeconomic, cultural and regulative departures from the assumptions of theories developed in the western world. They challenge our conventional thinking about constructs, and offer us an exciting learning laboratory to learn more about marketing science and practice. Marketers are beginning to look past the negativity of traditional EM stereotypes. There is growing appreciation for the complexity of EMs and the urgent need to make sense of the EM context. The ensuing race...

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