Adapting marketing strategies in emerging markets: perspectives from Kazakhstan and Mongolia
by Dana-Nicoleta Lascu; David Dickerson; Burmaa Jamiyansuren; Otgonsuren Yadamsuren
J. for Global Business Advancement (JGBA), Vol. 10, No. 5, 2017

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.

Online publication date: Thu, 21-Dec-2017

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