Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics

• Main Authors: BAHADIR, S. Cem, BHARADWAj, Sundar G., SRIVASTAVA, Rajendra K.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2015
• Subjects: marketing strategy; branding and brand management; emerging markets/countries/economies; brand sales; performance; hierarchical linear modeling; marketing mix elasticity; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/4974; https://ink.library.smu.edu.sg/context/lkcsb_research/article/5973/viewcontent/Marketing_mix_and_brand_sales_in_global_markets__av.pdf
• Institution: Singapore Management University

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...