Table of contents - Special Issue: Future of research in marketing in emerging economies
Guest Editors: Naresh Malhotra, Satyabhusan Dash
Marketing innovation: a resource‐based view of international and local firms
Suraksha Gupta, Naresh MalhotraThe purpose of this paper is to conceptualize a model for fostering innovation in marketing by virtue of the competitiveness that is an outcome of the collaboration between…
Is beauty in the eye of the beholder? Gender and beauty in the cosmetics sector: A comparative study of Indonesia and Korea
Jaeil Kim, WoongHee Han, DongTae Kim, Widya ParamitaThe purpose of this paper is to investigate whether the use of a male decorative model, so called Kkot Minam in Korean, can be effective in Indonesia as well as in Korea, and…
The nature and antecedents of brand equity and its dimensions
Ravi Shekhar Kumar, Satyabhusan Dash, Prem Chandra PurwarThe purpose of this paper is to examine the effect of brand experience on hospital brand equity; also to assess the effects of different brand equity dimensions on overall…
The impact of institutional variables in new high‐tech product development processes: The moderating roles of perceived risk and project duration
Shashi Shekhar Mishra, K.B. SajiThe purpose of this paper is first, to identify the institutional variables that influence the technology acquisition intent (TAI) in new high‐tech product development (NPD…
Challenges in Western‐Chinese business relationships: the Chinese perspective
Byoungho Jin, Hong Yu, Ji Hye KangThe purpose of this paper is to identify fundamental business practice differences that resulted from cultural differences between China and the West and to examine if traditional…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss