How applicable are conventional strategic marketing practices in emerging markets? An exploratory study in India

Abstract

Purpose

Questions surrounding the uptake patterns and applicability of conventional strategic marketing practice (CSMP) within emerging markets remain largely unanswered. The purpose of this paper is to address some of these questions in India.

Design/methodology/approach

The usage patterns of conventional, developed world, basic strategic marketing practices within manufacturing firms in India – one of the world’s fastest growing emerging markets – are compared against the usage of the same practices among their counterparts operating in the highly developed market of the USA. The study is based on separate surveys conducted in each country. Data analyses are conducted using χ² tests.

Findings

CSMPs are being quite widely adopted in India albeit to a lesser extent than in the USA. However, several notable areas of difference suggest that some practices might not be appropriate in emerging markets due to one or more of their unique and strategically relevant situational characteristics.

Research limitations/implications

Low response rates render questionable the extent to which the study samples can be considered representative of the populations under scrutiny. Equally, differences in the respondents’ interpretation of some of the marketing terminology used in the questionnaire cannot be ruled out.

Practical implications

The research confirms that Indian marketing strategists appear to judge many conventional practices to be appropriate within an emerging market environment. However, it also casts doubt on the relevance of at least eleven specific practices.

Originality/value

The study provides a useful starting point for better understanding the adoption patterns and applicability of conventional strategic marketing within a uniquely interesting cross-cultural context that has attracted little academic attention to date.

Citation

Brooksbank, R., Subhan, Z. and Calderwood, R.J. (2018), "How applicable are conventional strategic marketing practices in emerging markets? An exploratory study in India", International Journal of Emerging Markets, Vol. 13 No. 5, pp. 959-979. https://doi.org/10.1108/IJoEM-06-2017-0205