PRODUCT AND PRODUCT MARKETING DIFFERENCES IN EMERGING MARKETS

Francis S. Murphy

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Innovation and Socioeconomic Development International Business and FDI Consumer Behavior and Market Dynamics

Abstract

ABSTRACT Products in emerging markets must be value priced and functional. Some items that are desirable in traditional markets may not be worth the extra cost in emerging markets. Research of markets must account for social influences, disposable income variances from traditional markets, and functionality in different living conditions. Multinational companies may want to invest more in regional research to more efficiently market products versus having one product line available globally. Keywords Multinationals; emerging markets; product functionality; consumer behavior

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