Linkages between theory and practice of marketing in developing countries

Abstract

In this essay, I will look back on my career from both a theoretical and a practical point of view. I discuss the sources in the literature that guided my teaching and research, the theories and key concepts that helped me in finding new ways to approach marketing and market problems and I share the highlights of my field experience in developing countries with the reader to illustrate the development in my thinking in this field. The conclusion is that it is unlikely that a single approach can deal with all problems, but researchers should rather choose a context dependent perspective in their analysis. I end this essay with the recommendation to pay more attention to the roles and functions of entrepreneurs and institutions as key forces that shape markets. I propose to broaden the scope of performance measurement by covering a broader part of the sustainability concept rather than using financial performance only.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 6 citations exist upstream.