Research Spotlight

Research Insights for Marketers

What does the life cycle of international marketing joint ventures in emerging markets look like? Do digital businesses focus too much on customer acquisition, at the expense of customer engagement? What are the key insights on mobile telephony pricing in emerging markets? How does grassroots innovation spread? How should marketing managers think about product innovations for low-income consumers in emerging markets?

The Thought Leaders Conference on Managing Business and Innovation in Emerging Markets was held at the Indian School of Business over 26- 28 April, 2018. “All about marketing in emerging markets” was its unwritten tagline. It included almost 40 plenary and parallel sessions, over 100 papers, and countless conversations. The themes? From product and brand management, social and digital media marketing, customer engagement, consumer behaviour, customer relationship to retailing, and more. read more...