Purpose The purpose of this paper is to provide an overview of theoretical models and
studies dealing with the international marketing strategies in emerging markets and provides …

With growing interest in institutional perspectives on emerging market firms (EMFs), scholars
become increasingly interested in probing the role of home country institutions in their …

This paper focuses on SMEs from the Latin American region and aims to build on existing
literature on the emergence of the institution-based view in combination with the resource …

The effect of social comparison orientation on luxury purchase intentions has attracted scant
attention from researchers. Drawing from social comparison theory and luxury consumption …

Purpose The purpose of this study is to explore how African fintech firms adapt their
marketing strategies for successful market expansion into new African countries …

This paper develops and tests a new conceptual model incorporating the indirect impact of
two ethical ideologies (idealism and relativism) on Chinese consumers' ethical judgments …

Purpose Research suggests that innovation plays a key role in creating a competitive edge
and business survival in highly competitive industries like retail. Despite the importance of …

Purpose The digital platform-based sharing economy has become ubiquitous all over the
world. In this paper, we explore how market actors' conflicting interpretations of digital …

So far, most ethical consumerism research has been contained within Western countries,
thus limiting our understanding of the concept in emerging markets. Given the call for …

Purpose This work proposes a framework that attempts to explain the connection between
the dimensions of consumer perceived corporate social responsibility (social …