International Business Marketing in Emerging Country Markets

This book illustrates how multinational corporations (MNCs) solve the business-to-business or industrial marketing problems they encounter in markets in large emerging countries. The author finds that traditional ideas and frameworks used for analyzing, forming and implementing international busines [...]
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This book illustrates how multinational corporations (MNCs) solve the business-to-business or industrial marketing problems they encounter in markets in large emerging countries. The author finds that traditional ideas and frameworks used for analyzing, forming and implementing international business marketing strategy in mature markets are in need of adjustment before they are applied to emerging country markets. Accordingly, the author develops the institutional network approach to address the specific challenges afforded by these markets.