Institutional Theory and the Evolution of Marketing Channels in Emerging Economies: Setting a Research Agenda

International Journal of Management Research, Vol. 4, No. 1 & 2 December 2013

7 Pages Posted: 20 Feb 2014

See all articles by Birud Sindhav

Birud Sindhav

University of Nebraska at Omaha - College of Business Administration

Date Written: December 2013

Abstract

The story of the growth of emerging economies is about the growth of their marketing institutions. Marketing channels are the key marketing institution in enabling the flow of goods and services. However, marketing scholars typically rely on models and theories devised in the developed economies to study the marketing channels in emerging economies, and these include theories based on political economy-based frameworks that emphasize power and dependence. We argue that often the institutional drives to gain legitimacy provide a powerful lens to understand the evolution of marketing channels. In this conceptual paper, we illustrate our arguments through a few examples, and provide an agenda for future research.

Keywords: Marketing Channels, Emerging Economies, Institutional Theory

Suggested Citation

Sindhav, Birud, Institutional Theory and the Evolution of Marketing Channels in Emerging Economies: Setting a Research Agenda (December 2013). International Journal of Management Research, Vol. 4, No. 1 & 2 December 2013, Available at SSRN: https://ssrn.com/abstract=2397865

Birud Sindhav (Contact Author)

University of Nebraska at Omaha - College of Business Administration ( email )

6708 Pine Street
Omaha, NE 68182
United States
4025543335 (Phone)

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