J. for Global Business Advancement   »   2017 Vol.10, No.5



Title: Adapting marketing strategies in emerging markets: perspectives from Kazakhstan and Mongolia


Authors: Dana-Nicoleta Lascu; David Dickerson; Burmaa Jamiyansuren; Otgonsuren Yadamsuren


Robins School of Business, University of Richmond, Richmond, VA 23173, USA
College of Business, Metropolitan State University of Denver, Denver, CO 80217, USA
Office of the Vice-President, Ider University, Ulaanbaatar 14191, Mongolia
School of Economic Studies, National University of Mongolia, Ulaanbaatar 14200, Mongolia


Abstract: This study examines the effect on the marketing strategy of a government-led effort to alter the marketing mix from the customary low-price strategy practice of firms in emerging markets to a strategy that emphasises quality and a customer orientation. The study compares strategies used by firms in two resource-rich emerging markets: Mongolia, where it was determined that firms have internalised a government-led strategy that emphasises quality and customer orientation, and Kazakhstan, where the government has not taken a similar stance, and where firms continue to adhere to the low-price strategy typical of emerging markets.


Keywords: low-price positioning strategy; quality-positioning strategy; customer orientation; resource-rich emerging markets; Kazakhstan; Mongolia.


DOI: 10.1504/JGBA.2017.10009928


J. for Global Business Advancement, 2017 Vol.10, No.5, pp.546 - 566


Submission date: 24 Apr 2017
Date of acceptance: 16 Nov 2017
Available online: 21 Dec 2017



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