Index of Paper Presentations for the Parallel Sessions - Academy of ...

AN INTERACTIVE MARCOM MODEL FOR EMERGING MARKETSDon E. Schultz, Northwestern University Evanston, Illinoisdschultz@Northwestern.edu 847-491-2059Edward C. Malthouse, Northwestern University Evanston, Illinoisecm@Northwestern.edu 847-467-3376ABSTRACTA conceptual model of the differences between marketing communication models used in established markets andwhat is needed in emerging markets is proposed. It is argued that existing marcom models often fail because ofculture, technology, interactivity, reciprocity, networks and channels. A new approach based for emerging markets isproposed: Consumer Networks and Negotiation (CN2). Recommendations for testing the model are proposed.Key Words: emerging markets, interactive models, networks, negotiationAN INTERACTIVE MARCOM MODEL FOR EMERGING MARKETSI. IntroductionOver the past few years, it has become increasingly apparent that many of the marketingcommunication concepts that have been developed and applied over the past several years in established westernmarkets are not relevant to, nor can they be applied successfully, in many of the emerging markets around the world.(Schultz and Patti 2009) A number of situations create these transferability problems, some of which are themechanical, environmental and structural foundations which support and have supported these emerging markets forcenturies. (Schultz and Kitchen 1997, Narsing et al 2008) Other challenges are cultural, social and even religiousbeliefs and practices. (Batra 1996) All these challenges and more have been faced by global marketers as they havetried to enter these seemingly lucrative markets, often with limited success. (Peng et al 2008)In this paper, we propose a dramatically different marketing communication model, one which specificallyaddresses many of the problems marketers have encountered in numerous emerging markets. It acknowledges andprovides solutions to the new, interactive marketplace which exists in many of these new economies. Indeed, themodel we propose is based on an approach that recognizes the increased and ongoing interaction between buyers andsellers and the various other factors which influence the development and use of new and unique marketingcommunication opportunities. Thus, not only does this new model provide concepts and methodologies that are