Marketing and economic development: Implications for emerging economies

Abstract

This chapter argues for the relative importance of marketing institutions in stimulating economic development in emerging (‘developing’ or ‘transition’) economies. Furthermore, it argues that in situations where marketing institutions are allowed to freely operate, the particular institutions that are most important will depend on the stage of economic development. To illustrate, this paper develops an historical framework for understanding marketing development, providing a body of theory that will help society interpret current marketing events and prepare future managers and/or government policy makers to address the changing needs of the marketplace as economies develop. It then discusses the theory behind this framework and suggests a number of public policy implications for emerging economies.

Citation

Cannon, H.M. and Yaprak, A. (2000), "Marketing and economic development: Implications for emerging economies", Yaprak, A. and Tutek, H. (Ed.) Globalization, the Multinational Firm, and Emerging Economies (Advances in International Marketing, Vol. 10), Emerald Group Publishing Limited, Leeds, pp. 89-110. https://doi.org/10.1016/S1474-7979(00)10007-9