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

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...

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Main Authors: BAHADIR, S. Cem, BHARADWAj, Sundar G., SRIVASTAVA, Rajendra K.
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Language:English
Published: Institutional Knowledge at Singapore Management University 2015
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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
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spelling sg-smu-ink.lkcsb_research-59732020-01-13T09:16:28Z Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics BAHADIR, S. Cem BHARADWAj, Sundar G. SRIVASTAVA, Rajendra K. 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. 2015-06-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/lkcsb_research/4974 info:doi/10.1057/jibs.2014.69 https://ink.library.smu.edu.sg/context/lkcsb_research/article/5973/viewcontent/Marketing_mix_and_brand_sales_in_global_markets__av.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University marketing strategy branding and brand management emerging markets/countries/economies brand sales performance hierarchical linear modeling marketing mix elasticity Marketing
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic marketing strategy
branding and brand management
emerging markets/countries/economies
brand sales
performance
hierarchical linear modeling
marketing mix elasticity
Marketing
spellingShingle marketing strategy
branding and brand management
emerging markets/countries/economies
brand sales
performance
hierarchical linear modeling
marketing mix elasticity
Marketing
BAHADIR, S. Cem
BHARADWAj, Sundar G.
SRIVASTAVA, Rajendra K.
Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics
description 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.
format text
author BAHADIR, S. Cem
BHARADWAj, Sundar G.
SRIVASTAVA, Rajendra K.
author_facet BAHADIR, S. Cem
BHARADWAj, Sundar G.
SRIVASTAVA, Rajendra K.
author_sort BAHADIR, S. Cem
title Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics
title_short Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics
title_full Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics
title_fullStr Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics
title_full_unstemmed Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics
title_sort marketing mix and brand sales in global markets: examining the contingent role of country-market characteristics
publisher Institutional Knowledge at Singapore Management University
publishDate 2015
url 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
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