Tag Archives: marketing

Rise of Rural Consumers in Developing Countries

This is the first comprehensive book highlighting the expanding consumer power of rural markets in developing countries. It takes a close look at one of the key stories in emerging markets: the untapped potential of the world’s 3.4 billion rural …  More

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Application Driven Theory: Rigorously Combining Applied and Basic Research Relevant to Accounting and Marketing

In this editorial, the authors argue that accounting and marketing research can be both practically relevant and theoretically well-grounded, if a paradigm of application driven theory is adopted and rigorously applied. They distinguish between two dichotomies characterizing research, (1) basic …  More

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Marketing’s War on Japanese Culture Memory

Describes research showing how American brands come to dominate similar market segments in developed and emerging countries. Discusses recent evidence suggesting that product standardization and promotion adaptation, rather than standardization across marketing functions, earn profits worldwide and create value added …  More

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Committed Costs vs. Uncertainty in New Product Development

Discusses the nature of committed and determined costs in a new product development project, and quantifies their relationship to project uncertainty. Introduces the concept of product, process, schedule and market (PPSM) intelligence and emphasizes its use for jointly considering marketing …  More

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