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

factors. Many emerging economies have leap-frogged western economies with newcommunication technologies that often took years to develop in the west. (Chapman et al 2002)C. Interactivity: consumers in emerging markets tend to assume there is some give and take inmarketing situations, the ―bazaar mentality‖ found in many emerging markets (Sharma andKrishnan 2000). Thus they have no problem with negotiating a price or other element in thecourse of reaching an agreement. (Dawar and Chattopadhyay 2000)D. Reciprocity: in most emerging markets, the goal of an exchange is for both parties to feel theyreceived value for what they invested. Western economies seem to continuously set up a systemwhere one side wins and the other loses.(Peng et al 2008)E. Networks: most all markets and all people in emerging economies are members of some type ofnetwork whether that is family, community, nation or whatever. Thus, the linear models thathave been developed in the west have little relationship to their lifestyles, their businessoperations or the way they lead their lives. Understanding the networks customers andprospects have created for themselves and within which they operate is critical in understandingemerging markets. (Meyer et al 2008)F. Channels: the west is filled with large scale, broadly stocked retail systems which compete withothers of the same kind. In many emerging markets, the small, family owned and run retailshops are often the dominant outlet for many consumer products. Established market marketersrequire logistics and transportation systems often not available in emerging markets (Hoskissonet al 2000)While there are many other differences between established and emerging markets, thesefive will help set the stage for the marcom model we propose in the following section.IV. Building a Marcom Model for Emerging MarketsIn Exhibit Four, we present the conceptual model which we suggest could be moresuccessful in emerging markets than adaptations of those which are currently being used in the established westernmarkets. At this point, our model is still evolving, only exploratory and yet to be proven in the marketplace. Webelieve, however, it reflects and accommodates the challenges and issues marcom faces in emerging markets today.The model is illustrated in Exhibit Four.Exhibit Four Goes About HereEmerging Markets ModelWith the development and diffusion of new information technologies, traditional marketing and marcom has beenchanged forever. We propose that the two critical elements in this new marcom model are (a) the inclusion ofvarious types of networks and other interactive systems, resulting in increased (b) emergence of negotiatedrelationships between the buyer and seller. In this Networked and Negotiated Relationship emerging market system(Exhibit 4) the marketer will continue to develop products and services through the traditional manufacturing-basedsupply chain model. Those marketers will likely continue to advertise and promote them in traditional media andoften with direct marketing (arrow A) systems. Those persuasive promotional efforts will likely continue to bedistributed through mass distribution channels (arrow B) as well as through internal distribution channels (arrow C).That will be much like what has gone before. But, the marketer no longer has the nearly complete control over themessages, offers or even information about the products they are trying to vend as they have had in the past.Before discussing the meaning of what we are calling the Emerging Market Marcom Model, it is important to notethe role of the World Wide Web, search engines and now mobile devices, particularly in emerging markets. Thesetechnologies now enable customers and prospects to sort through, evaluate and make decisions based on informationranging from product descriptions to retail pricing to customer-generated evaluations of products and services (Nelet al. 1999). These developments have had much to do with the well-publicized ―shift of marketplace power‖ (e.g.,