Editorial: Introduction to the Special Issue on Marketing in Emerging Markets

摘要

It is fitting that the 30th volume of the International Journal of Research in Marketing (IJRM) opens with a special issue on marketing in emerging markets. IJRM was founded with the goal of integrating findings from marketing research in all countries (Wierenga, 1984), featuring research on marketing in emerging markets from the first issue (Sentell & Philpot, 1984). Globalization is among the most important challenges facing companies today, whether operations are global or conducted in a single country. Given the importance of globalization for marketing, it is not surprising that leading marketing scholars and editors have repeatedly urged us to study marketing issues on an international basis, rather than staying "in the relative security of our own backyards." Accordingly, marketing scholars have begun to devote more attention to international marketing, which has become an important domain for research in marketing science. Recognizing this long tradition of publishing international marketing research and the growing importance of globalization, Dekimpe (2009) called for more research in emerging markets and later invited us to edit this IJRM Special Issue on Marketing in Emerging Markets.