Competitive strategies in emerging economies: An exploratory marketing perspective

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This paper reports on a survey of consumers in four emerging economies: Puerto Rico, Guatemala, Peru, and India. Results suggest that the purchase decision is influenced by factors directly related to the product or service such as price and quality and factors indirectly related to the product or service such as advertising and brand reputation. These business strategy factors were linked to marketing strategy factors such as price orientation, independence, and brand consciousness. In this sense, a firm's marketing perspective can be viewed as the basis for its competitive strategy. This link between strategies at the business and marketing levels is analyzed. © 2007 by The Haworth Press. All rights reserved.

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Journal of Transnational Management

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