Overview of Research on Emerging Markets

My research primarily focuses on marketing strategies in Emerging Markets, particularly India and China. These markets are becoming increasingly dominant in the global economy, with the BRIC countries (Brazil, Russia, India, China) collectively accounting for over 20% of the global economy (Goldman and Sachs 2007).These markets are characterized by a sizable population of low-income consumers with limited ability-to-pay for durable products.  More than 4 billion people worldwide live on less than $3000 per year. An additional 2 billion earn less than $20000 per year. Despite such cash constraints, these consumers collectively represent significant purchasing power and should not be ignored (Prahalad 2006).

Given the above staggering numbers, my research investigates the strategic and competitive impact of the presence of cash-strapped consumers on firm strategy in emerging markets. This includes managerial problems such as pricing, package sizing, product line design, promotion and distribution in emerging markets..