Publication Type

Journal Article

Version

acceptedVersion

Publication Date

6-2015

Abstract

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.

Keywords

marketing strategy, branding and brand management, emerging markets/countries/economies, brand sales, performance, hierarchical linear modeling, marketing mix elasticity

Discipline

Marketing

Research Areas

Marketing

Publication

Journal of International Business Studies

Volume

46

Issue

5

First Page

596

Last Page

619

ISSN

0047-2506

Identifier

10.1057/jibs.2014.69

Publisher

Palgrave Macmillan

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1057/jibs.2014.69

Download

Included in

Marketing Commons

Share

COinS