Marketing Cases from Emerging Markets

1. Front Matter

   Pages i-ix

   PDF

2. Introduction

   1. Front Matter

      Pages 1-1

      PDF

   2. Introduction

      • Dilip S. Mutum

      Pages 3-6

3. Socio-Cultural Influences

   1. Front Matter

      Pages 7-7

      PDF

   2. Introduction to Socio-Cultural Influences

      • Julia Tyrell

      Pages 9-11

   3. Case Study 1: Mongoose Lager Beer Eyes up India

      • Julia Tyrell

      Pages 13-16

   4. Case Study 2: KFC in China

      • Hsiao-Pei (Sophie) Yang

      Pages 17-23

   5. Case Study 3: Lakme Pure Defense: An Antipollution Cream

      • Atanu Adhikari, Sanjit Kumar Roy

      Pages 25-29

   6. Case Study 4: IKEA Malaysia and the Halal Food Crisis

      • Dilip S. Mutum, Ezlika M. Ghazali

      Pages 31-33

4. Market Orientation and Brand Strategies

   1. Front Matter

      Pages 35-35

      PDF

   2. Introduction to Market Orientation and Brand Strategies

      • Dilip S. Mutum

      Pages 37-39

   3. Case Study 5: Brands: The New Co-stars in Bollywood

      • Anvita Kumar

      Pages 41-44

   4. Case Study 6: Junglee.com: Amazon’s Entry in India

      • Sanjit Kumar Roy, Rajdeep Chakraborti

      Pages 45-57

   5. Case Study 7: Indonesian Fisheries

      • John Heap, Simon O’Rourke, Rory Dillon, Lara Chaplin

      Pages 59-65

   6. Case Study 8: Kolkata Knight Riders: Developing a Brand Identity

      • Sanjit Kumar Roy, Rajdeep Chakraborti

      Pages 67-80

   7. Case Study 9: The National Basketball Association (NBA) in China

      • Adrian Pritchard

      Pages 81-86

5. Product Development and Market Entry

   1. Front Matter

      Pages 87-87

      PDF

   2. Introduction to Product Development and Market Entry

      • Geoff Alcock, Ali Baig

      Pages 89-91

   3. Case Study 10: A Sweet Deal: Cadbury Leads Kraft into Emerging Markets

      • Lara Spiteri-Cornish

      Pages 93-98

   4. Case Study 11: Marketing of Services: The McDonald’s Way

      • Rik Paul, Sanjit Kumar Roy

      Pages 99-112

Despite the fact that experts acknowledge the importance of the emerging markets, there is a dearth of real case studies specially focussed on marketing issues. This case study book addresses that need. It is also important and timely in providing a framework for instructors and researchers (both academic and industry) to understand the dynamics occurring in emerging markets. This book is composed of long and short real cases with varying complexity in different sectors including airlines, hotel, fashion, etc. These will cover issues which are unique to the emerging markets (including the BRIC countries) to understand the dynamics occurring in these countries. With its case studies, collection of questions, and real-life marketing examples, this book offers unique benefits to marketing students and educators across the world. A must-have for every marketing course module.​

• BRICS
• Developing countries
• Emerging markets
• International business
• International marketing
• Marketing strategy

• Dept. of Marketing and Advertising, Coventry Business School, Coventry, United Kingdom

  Dilip Mutum, Eva Kipnis

• Fac. of Business, Environment & Society, Coventry University, Coventry, United Kingdom

  Sanjit Kumar Roy

Dilip Mutum is a Lecturer in Marketing and Advertising at Coventry University Business School. He has worked with various organisations in different capacities including a short stint as the communications officer in an international NGO and as a sub-editor with a magazine company in Malaysia. An avid blogger, his research interests include social networking, electronic marketing and online consumer behaviour

Sanjit Kumar Roy is a Lecturer in Marketing at Coventry University, UK. His articles have appeared in Journal of Services Marketing (forthcoming), Journal of Brand Management (forthcoming), Managing Service Quality, International Journal of Bank Marketing, The Marketing Management Journal, Computers in Human Behaviour, Journal of Global Marketing, South Asian Journal of Management, and Case Studies in Business, Industry and Government Statistics. He was a Visiting Research Scholar at Bentley University, USA. He serves on the Editorial Board of International Journal of Bank Marketing and the Editorial Review Board of Journal of Indian Business Research. He has recently edited a special issue on India for International Journal of Bank Marketing.  He has attended and presented his research at some of the prestigious conferences on marketing. He has conducted a number of faculty development programmes on structural equation modelling in India.

Eva Kipnis is a Senior Lecturer in Marketing at Coventry Business School, Coventry University. Her research interests focus on the following interrelated areas such as cultural identities in multicultural marketplaces; cultural and multicultural branding; organisations in multicultural marketplaces, and implications of drug control policies on well-being of individuals across the drug supply chain. She is a founding member of the multicultural marketplaces research network, an active member of the Transformative Consumer Research movement, and has received funding from the European Commission(Framework 7) as a contributing partner on a project investigating the unintended consequences of counter-narcotic policies across a number of countries forming drug supply chain.

A Chartered Marketer, she has over 10 years of experience as practicing and consulting marketer in Central Asia (Kazakhstan) where she advised local and international organisations (such as Ispat Karmet – now Arcelor Mittal, Mobil Oil, Kontinent and MenStyle retails chains, and others) on their marketing and advertising strategies and activities. Her teaching responsibilities include Global Marketing Strategy, Advertising Psychology and Research Methods at undergraduate and postgraduate levels. Her work appeared in Journal of Business Research, Journal of Public Policy and Marketing, Journal of Marketing Management, Consumption Markets and Culture, Journal of Research for Consumers and Social Business.    

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