International Journal of Emerging Markets: Volume 6 Issue 4

Perceived brand globalness in emerging markets and the moderating role of consumer ethnocentrism

Aneela Akram, Dwight Merunka, Muhammad Shakaib Akram

The purpose of the paper is to study the impact of perceived brand globalness (PBG) on consumers' purchase intention (PI) and the mediating role of perceived brand quality (PBQ…

Global crisis and activities of multinational enterprises in new EU member states

Sergey Filippov, Kalman Kalotay

The purpose of this paper is to examine the potential impact of the 2008 economic crisis on foreign direct investment (FDI), especially in the new member states of the European…

The competitive challenge of emerging markets: the case of medical tourism

Peter Enderwick, Swati Nagar

Increasing globalisation of the healthcare sector suggests that there may be new competitive opportunities for emerging economies in this price‐sensitive sector. The purpose of…

Born global acquirers from Indian IT: an exploratory case study

Sumati Varma

The purpose of this paper is to examine the phenomenon of the born global firm (BGF) in the Indian context. Specifically, the paper explores firm‐level characteristics (from the…

Is Cuba's emerging entrepreneurial economy at the crossroads?

Richard C. Becherer, Marilyn M. Helms

The Caribbean Island of Cuba, only 90 miles from the US mainland, has remained one of the world's few examples of a centralized communist economy since Fidel Castro overthrew the…

Empowering rural consumers in emerging markets

C. Samuel Craig, Susan P. Douglas

Rural consumers in emerging market countries are among the largest and fastest growing segments of the world's population. The purpose of this paper is to examine marketing's role…

Editorial

Yusaf H. Akbar