Advancing Strategic Marketing in Emerging Countries

The global landscape is witnessing a transformative shift as emerging countries assert themselves as economic powerhouses, propelling unprecedented growth (Sheth, 2011; Paul, 2019) and innovation (Agnihotri, 2015). However, this ascent is not without its intricacies, and marketers find themselves at the forefront of deciphering the unique challenges and opportunities presented by these dynamic environments. The field of strategic marketing becomes paramount in shaping successful trajectories for businesses seeking to thrive in the burgeoning markets of the developing world.This conference therefore seeks to explore and unravel the complexities of strategic marketing in emerging countries. Through empirical (qualitative and/or quantitative) articles and rigorous conceptual papers, we aim to contribute to the body of knowledge that informs effective marketing practices in these evolving markets. By dissecting the challenges and embracing the opportunities inherent in emerging economies, we endeavor to chart a course for the future of strategic marketing that is both insightful and transformative