Author
Bahadır, Cem, Bharadwaj, S. G., Srivastava, R. K.
Publication Date
2015-06
Publication Place
-
Palgrave Macmillan
Subject
Marketing strategy, Branding and brand management, Emerging markets/countries/economies, Brand sales, Performance, Hierarchical linear modeling (e.g., multilevel analysis, RCM, etc.), Marketing mix elasticity
Type
Periodical
Language
English
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
0047-2506
Record ID
6af0605b-8b18-470d-a780-7adec188678d
Date
2015-06
Notes
Due to copyright restrictions, the access to the full text of this article is only available via subscription.
Sample Text
Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging countries. We investigate their moderating role on the relationship between elements of the marketing mix and brand sales. We provide evidence, from a hierarchical linear model and a panel data set of brands from 14 emerging and developed markets that account for 62% of the global GDP, that country-market characteristics moderate the relationship between the complete set of marketing mix elements and brand sales performance asymmetrically. While distribution and price have the largest impact in emerging and developed countries, respectively, product innovation and advertising have significantly larger impacts in emerging markets relative to developed countries. These finding highlights the importance of contingency view of marketing strategy in global markets.
DOI
10.1057/jibs.2014.69
Cilt
46
