A historic shift is indeed taking place today in global marketplace because of the growing influence of
emerging economies in the world economic scenario. Emerging economies constitute several countries in
Asia, Latin America, Central and Eastern Europe, the Middle East and Africa. Brazil, Russia, India and
China, referred collectively as BRIC, are among the most influential emerging economy countries. Once
viewed as “less developed countries”, the emerging market economies (EMEs) now offer a significant
growth opportunity for multinational corporations (MNCs). The EMEs have brought about a
metamorphic change in the world trade, commerce, markets, and the balance of power. Their share of
total merchandise exports is over 40 per cent now. They constitute approximately 80 per cent of the
global population, and account for 20 per cent of the world economy, which is projected to grow up to 50
per cent in the coming 25 years. Over 70 fortune 500 firms are from EMEs. Interestingly, despite the
recent global financial crisis, the expansion rate of EME-MNCs is not abating. In nutshell, the future
belongs to those marketers who successfully develop and implement marketing plans in EMEs.
In this demanding context of world business, we are indeed honoured and delighted to host the First IIML
International conference in Marketing in Emerging Economies at Indian Institute of Management
Lucknow (IIML), Noida campus, and present before you the proceedings of this rewarding Conference.
The main academic Conference is being scheduled for January 13-14, 2012. The unique Doctoral
Colloquium that is being organized along with this Conference is taking place on January 12, 2012.
Marketing scholars have historically conducted extensive research studies in the highly developed
economies. As EMEs differ radically from mature developed market economies, they pose new strategic
questions that traditional marketing frameworks do not answer. There is general agreement that all our
established marketing theories and empirical generalizations will not be applicable in emerging market
context. EMEs present significant socio-economic, demographic, cultural and regulative departures from
the marketing theories and practices developed in developed economies. There is an increased realization
by marketing practitioners and academicians that concepts and frameworks based on empirical findings of
developed economies, grounded in their socio-economic environmental contexts, need to be empirically
validated in EMEs context. Given the importance of EMEs, leading marketing scholars and journal
editors have repeatedly urged to study the marketing issues in the context of EMEs. As a strategic
response to this very basic requirement, this Conference showcases the quality output of recent researches
conducted on EMEs by marketing academics and practitioners worldwide.