Success cases in emerging markets show firms that have adopted a customer-centric approach, embracing local differences and co-creating solutions with local actors. Meanwhile, failures often involve
This paper examines the patterns of market share change across two packaged goods categories in three emerging markets (China, Indonesia and Malaysia). Specifically, we examine the importance of
This work seeks to identify whether the evaluation of notebooks improves when there is a co-branding alliance with a strong brand and if there is any difference in the evaluation as a function of the
We find that consumers use more negations (e.g., “not fast” instead of “slow”) in word-of-mouth describing experiences that are incongruent with brand image, such as slow service at a
Banks and financial services providers are increasingly delivering their services via electronic banking, also known as e-banking. Yet even though this type of delivery is now common, the degree of
