Research Opportunities in Emerging Markets: An Inter-Disciplinary Perspective from Marketing, Economics, and Psychology

Cust. Need. and Solut. (2015) 2:264-276

13 Pages Posted: 23 Mar 2016

See all articles by Matthew Shum

Matthew Shum

California Institute of Technology

K. Sudhir

Yale School of Management; Yale University-Department of Economics; Yale University - Cowles Foundation

Joseph R. Priester

University of Southern California - Marshall School of Business

Daniel Keniston

Yale University; Yale University - Cowles Foundation; National Bureau of Economic Research (NBER); The International Growth Centre; Abdul Latif Jameel Poverty Action Lab (J-PAL)

Andrew D. Foster

Brown University - Department of Economics; Brown University - Watson Institute for International and Public Affairs; University of Pennsylvania - Department of Economics

Ginger Zhe Jin

University of Maryland - Department of Economics; National Bureau of Economic Research (NBER)

David Atkin

Massachusetts Institute of Technology (MIT) - Department of Economics; National Bureau of Economic Research (NBER); Centre for Economic Policy Research (CEPR); Bureau for Research and Economic Analysis of Development (BREAD)

Ganesh Iyer

University of California, Berkeley - Marketing Group

Yi Qian

Northwestern University - Kellogg School of Management

Ahmed Mushfiq Mobarak

Yale School of Management; Yale University - Cowles Foundation

Wendy Wood

University of Southern California

Shinobu Kitayama

University of Michigan at Ann Arbor

Ishani Tewari

Yale School of Management

Date Written: March 21, 2016

Abstract

Emerging markets are fast growing developing countries that are creating not only a rapidly expanding segment of middle class and rich consumers but also have a sizable segment of poor consumers. This paper presents an interdisciplinary perspective integrating insights from quantitative and behavioral marketing, social psychology, industrial organization, and development economics with the purpose of generating and answering research questions on emerging markets. We organize our discussion around three themes. First, there is substantial heterogeneity in the social, cultural, economic, and institutional environments as well as rapid change in these characteristics. Coupled together, the heterogeneity and dynamics increase the scope of variables and interrelationships that have traditionally been investigated. Second, emerging markets continue to have sizeable poor and rapidly growing new rich populations, requiring marketers and researchers to understand how to market to the poor and the new rich. Exploiting these features in research can help deepen our theoretical understanding of markets and marketing. Third, from a methodological perspective, differences in types of available secondary data and the lower cost of collecting primary data create opportunities to develop new approaches for addressing research questions. We also encourage scholars to move beyond cross country regressions offering broad brush exploratory insight, to country-industry-specific research that exploits unique characteristics of a particular emerging market.

Suggested Citation

Shum, Matthew and Sudhir, K. and Priester, Joseph R. and Keniston, Daniel and Foster, Andrew D. and Jin, Ginger Zhe and Atkin, David G. and Iyer, Ganesh and Qian, Yi and Mobarak, Ahmed Mushfiq and Wood, Wendy and Kitayama, Shinobu and Tewari, Ishani, Research Opportunities in Emerging Markets: An Inter-Disciplinary Perspective from Marketing, Economics, and Psychology (March 21, 2016). Cust. Need. and Solut. (2015) 2:264-276. Available at SSRN: https://ssrn.com/abstract=2752564

Matthew Shum (Contact Author)

California Institute of Technology ( email )

Pasadena, CA 91125
United States

K. Sudhir

Yale School of Management ( email )

135 Prospect Street
P.O. Box 208200
New Haven, CT 06520-8200
United States
203-432-3289 (Phone)
203-432-3003 (Fax)

Yale University-Department of Economics ( email )

28 Hillhouse Ave
New Haven, CT 06520-8268
United States

Yale University - Cowles Foundation ( email )

Box 208281
New Haven, CT 06520-8281
United States

Joseph R. Priester

University of Southern California - Marshall School of Business ( email )

701 Exposition Blvd
Los Angeles, CA 90089
United States

Daniel Keniston

Yale University ( email )

28 Hillhouse Ave
New Haven, CT 06520-8268
United States
203-432-3620 (Phone)

HOME PAGE: http://keniston.commons.yale.edu

Yale University - Cowles Foundation ( email )

Box 208281
New Haven, CT 06520-8281
United States

National Bureau of Economic Research (NBER) ( email )

1050 Massachusetts Avenue
Cambridge, MA 02138
United States

The International Growth Centre ( email )

32 Lincoln’s Inn Fields
Houghton Street
London, WC2A 2AE
United Kingdom

Abdul Latif Jameel Poverty Action Lab (J-PAL) ( email )

30 Wadsworth Street, E53-320
77 Massachusetts Avenue
Cambridge, MA 02142
United States

Andrew D. Foster

Brown University - Department of Economics ( email )

64 Waterman Street
Providence, RI 02912
United States
401-863-2537 (Phone)

Brown University - Watson Institute for International and Public Affairs ( email )

111 Thayer Street
Box 1970
Providence, RI 02912-1970
United States

University of Pennsylvania - Department of Economics ( email )

Ronald O. Perelman Center for Political Science
133 South 36th Street
Philadelphia, PA 19104-6297
United States

Ginger Zhe Jin

University of Maryland - Department of Economics ( email )

College Park, MD 20742
United States
301-405-3484 (Phone)
301-405-3542 (Fax)

National Bureau of Economic Research (NBER)

1050 Massachusetts Avenue
Cambridge, MA 02138
United States

David G. Atkin

Massachusetts Institute of Technology (MIT) - Department of Economics ( email )

50 Memorial Drive
E52-391
Cambridge, MA 02142
United States

National Bureau of Economic Research (NBER) ( email )

1050 Massachusetts Avenue
Cambridge, MA 02138
United States

Centre for Economic Policy Research (CEPR) ( email )

London
United Kingdom

Bureau for Research and Economic Analysis of Development (BREAD) ( email )

Duke University
Durham, NC 90097
United States

Ganesh Iyer

University of California, Berkeley - Marketing Group ( email )

Haas School of Business
Berkeley, CA 94720
United States

Yi Qian

Northwestern University - Kellogg School of Management ( email )

2001 Sheridan Road
Evanston, IL 60208
United States

Ahmed Mushfiq Mobarak

Yale School of Management ( email )

135 Prospect Street
P.O. Box 208200
New Haven, CT 06520-8200
United States
203-432-5787 (Phone)

HOME PAGE: http://mba.yale.edu/faculty/profiles/mobarak.shtml

Yale University - Cowles Foundation

Box 208281
New Haven, CT 06520-8281
United States

Wendy Wood

University of Southern California ( email )

2250 Alcazar Street
Los Angeles, CA 90089
United States

Shinobu Kitayama

University of Michigan at Ann Arbor ( email )

500 S. State Street
Ann Arbor, MI 48109
United States

Ishani Tewari

Yale School of Management ( email )

135 Prospect Street
P.O. Box 208200
New Haven, CT 06520-8200
United States

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