Strategic logic and marketing resources: A case analysis approach to emerging market success
The thinking that organizations achieve greater success as a result of superior fit to their environments has become a foundation of international business research, however; there has been scant research regarding the processes used by firms to achieve an advantage-yielding fit between resources and emerging market environments. In a series of 12 exploratory interviews with managers with responsibility for emerging markets marketing relationships, this qualitative exploratory case study seeks to define the key issues and most relevant constructs that engender superior performance in emerging markets. Results identify key drivers that give rise to firm capabilities and competitive advantages in emerging markets.