Submit a Manuscript to the Journal

Journal of Strategic Marketing

For a Special Issue on

Advancing Strategic Marketing in Emerging Countries

Manuscript deadline
31 January 2025

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Special Issue Editor(s)

Karim BEN SLIMANE, Excelia Business School
[email protected]

Damien CHANEY, EM Normandie Business School
[email protected]

Ouidade SABRI, University of Paris-Sorbonne
[email protected]

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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.


Contextualizing the Challenges:

Emerging countries refers to “low-income, rapid-growth countries using economic liberalization as their primary engine of growth” (Hoskisson et al., 2000, p. 249). They are characterized by rapid industrialization, evolving consumer behaviors, and burgeoning middle classes, offer a tantalizing prospect for businesses eager to expand their footprint. Yet, beneath the surface of potential lies a tapestry of challenges that necessitate a nuanced understanding. These challenges span cultural diversity, regulatory intricacies, economic volatility, and infrastructural limitations, creating complexities for marketers (Sheth, 2011).

Cultural diversity, a hallmark of emerging countries, demands a departure from one-size-fits-all marketing strategies (Bang et al., 2016). Understanding and respecting these differences are fundamental prerequisites for establishing brand relevance and resonance in emerging markets.

Regulatory landscapes in emerging countries are often marked by fluidity and ambiguity (Burgess and Steenkamp, 2006). Navigating through regulatory frameworks requires a strategic acumen that extends beyond traditional marketing models. Marketers must cultivate an adaptive approach, remaining agile in response to evolving policies and leveraging regulatory changes as opportunities for innovation rather than impediments.

Economic volatility, a characteristic feature of many emerging economies (Javed and Khan, 2022), introduces an element of unpredictability that demands a recalibration of traditional marketing paradigms. The ebb and flow of economic fortunes necessitate marketing strategies that are not only resilient but also capable of capitalizing on opportunities that arise amidst uncertainty.

Infrastructural limitations, though gradually diminishing, still pose challenges (Koku, 2005). The digital divide, varying levels of technological adoption, and logistical hurdles require marketers to design strategies that account for these disparities. Bridging the gap between urban and rural markets, as well as addressing disparities in internet accessibility, becomes pivotal for crafting inclusive marketing campaigns.

While challenges abound, emerging markets also present unparalleled opportunities due to their vast size, untapped consumer bases, and the potential for substantial market growth. (Paul, 2019). Moreover, the digital revolution has democratized access to information and opened new avenues for engagement. Digital marketing, when calibrated to the specificities of emerging markets, can act as a potent catalyst for brand building and market penetration (Sridhar and Fang, 2019).


Shaping the Future of Strategic Marketing:

This special issue 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.

In such a context, we invite original research contributions that delve into, but are not limited to, the following themes:

  • Market entry strategies: exploring innovative approaches for successful market entry in emerging economies; adapting international marketing strategies to diverse cultural and regulatory environments, etc.
  • Consumer behavior: understanding the unique aspects of consumer behavior in emerging markets; analyzing the impact of cultural nuances and societal changes on consumer preferences, etc.
  • Digital marketing in emerging economies: investigating the role of digital technologies in shaping marketing strategies; assessing the effectiveness of digital channels in reaching diverse consumer segments, etc.
  • Sustainable marketing practices: examining the integration of sustainability into marketing strategies in emerging countries; assessing the impact of socially responsible marketing on brand perception and consumer loyalty, etc.
  • Innovation and technology adoption: studying the adoption and adaptation of marketing innovations in emerging markets, evaluating the role of technology in reshaping marketing practices in these dynamic environments, etc.


Agnihotri, A. (2015). Low-cost innovation in emerging markets. Journal of Strategic Marketing, 23(5), 399-411.

Bang, V. V., Joshi, S. L., & Singh, M. C. (2016). Marketing strategy in emerging markets: a conceptual framework. Journal of Strategic Marketing, 24(2), 104-117.

Burgess, S. M., & Steenkamp, J. B. E. (2006). Marketing renaissance: How research in emerging markets advances marketing science and practice. International Journal of Research in Marketing, 23(4), 337-356.

Hoskisson, R. E., Eden, L., Lau, C. M., & Wright, M. (2000). Strategy in emerging economies. Academy of Management Journal, 43(3), 249-267.

Javed, A., & Khan, Z. (2022). Marketing strategies for highly volatile emerging markets: an empirical study from Pakistani cellular industry. International Journal of Emerging Markets, 17(3), 812-831.

Koku, P. S. (2005). Towards an integrated marketing strategy for developing markets. Journal of Marketing Theory and Practice, 13(4), 8-21.

Paul, J. (2019). Marketing in emerging markets: a review, theoretical synthesis and extension. International Journal of Emerging Markets, 15(3), 446-468.

Sheth, J. N. (2011). Impact of emerging markets on marketing: Rethinking existing perspectives and practices. Journal of Marketing, 75(4), 166-182.

Sridhar, S., & Fang, E. (2019). New vistas for marketing strategy: digital, data-rich, and developing market (D 3) environments. Journal of the Academy of Marketing Science, 47, 977-985.

Submission Instructions

Manuscripts should be submitted through the Journal of Strategic Marketing online submission system before January 31st 2025. Contributors are required to select the Special Issue "Advancing Strategic Marketing in Emerging Countries" when submitting their paper. Authors should follow the journal's formatting guidelines.

The special issue is linked to the "Advancing Strategic Marketing in Emerging Countries" conference that will be held in Sousse, Tunisia in November 8 and 9 2024. While participation in the conference is not required for submission, we strongly encouraged participants to submit the papers presented at the conference in addition to the open call for submissions.

Should you have any questions about the special issue, please contact the guest editors through the contact details provided above.

Instructions for AuthorsSubmit an Article