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

Korea, China, India, Brazil and other markets (Mathews 2009). Therefore, we argue the model we have developed isthe most relevant one for emerging markets. It is in those markets where the new interactive technologies aredeveloping most rapidly. Indeed, it may well be these new markets, which are often considered to be less developedby traditional marketing organizations, where our proposed model would be most appropriate. And, it is about theseconsumers that existing marketers have the least information, knowledge, insights and experience. Thus, we believethis proposed marcom model is more appropriate for those markets (Schultz et al. 2009).V. Limitations and Next StepsWhile the emerging market marcom model we propose is clearly superior to theestablished marketer controlled approach presently in place in established markets, additional research anddevelopment will be needed to flesh out the approach and make it relevant and useful to marcom managers. Some ofthe areas where development will be needed are:A. An Understanding of Network Models – For the most part, present day, established market marketingand communication methods and approaches are primarily linear and one-way (outbound). That meansmarcom managers must learn how networks are created, not just through technology but, by consumersas well, how they are expanded, contracted and re-formed on all levels. Most likely new types ofresearch techniques such as object-oriented modeling, principal-agent analysis, evolutionary learningand network models for the diffusion of innovation (Valente 1996) will be required.B. Negotiation and Relationships – Most academics, and even limited numbers of traditional marketers, arenot accustomed to researching in negotiated marketplaces. This will require new forms ofunderstanding consumer behavior and the ability to generate new insights. The most favored researchapproach, the individual questionnaire may have to be adapted and adjusted to culturally differentpopulations.C. Synergy – Historically, the western model of media management has been to optimize one or two majormedia delivery forms, observe their impact and then adapt or adjust as needed. In emerging markets,there are generally a multitude of media and marketing communication tools. The question becomesone, not of optimization, but, of identification of synergy among and between various communicationalternatives. The challenge will be to find the best combination of media forms and then harness thosetools for effectiveness first, and then efficiency later.D. Research Methods – Clearly, new research methods must be developed not only to gather data on theemerging markets but to find ways to evaluate the results as well. Traditional survey research is oftensuspect, and suspected in emerging markets, thus new data gathering methods must be found.Analytical tools must be re-evaluated as well. Marketing to the mass will likely be replaced bymarketing to the differences. Thus, new types of consumer behavior will be required. And, evaluationmust undergo a critical self-examination as well. Optimizing returns may not be as important asrelationship building and the concept of reciprocity in different societies.Clearly, the development of this new marketing communication model for emerging markets holds a host ofresearch opportunities for academicians and practitioners alike. But, our minds must be open to these newalternatives and approaches. Previous experience may not be as important as understanding the changes as theyoccur.As for next steps, we believe it is critical to start to develop the various pieces and parts required in this newmodel. That we plan to do in future articles and papers. More importantly however, is that this model must bepresented and tested not only among emerging market academics and practitioners, it must be vetted with existingand established marketers and marketing organizations as well. That means exposure and discussion. We hope