Sustainability marketing in the emerging markets: imperatives, challenges, and agenda setting

This paper aims to highlight the imperatives for sustainability marketing adoption in the emerging markets, identifies challenges that are encumbering them from adopting SM orientation, and proposes research agenda for better understanding of the construct in the EMs

Anayo D. Nkamnebe

2011

Scholarcy highlights

  • The paper draws from literature and experiential knowledge of the author in the emerging markets to address the objective of the paper
  • This paper aims to highlight the imperatives for sustainability marketing adoption in the emerging markets, identifies challenges that are encumbering them from adopting SM orientation, and proposes research agenda for better understanding of the construct in the EMs
  • The paper draws from literature and experiential knowledge of the author in the EMs to address the objective of the paper
  • Pressure from the global market system, incidence of poverty in the EM, and unsupportive local conditions are argued to be inimical to the adoption of SM orientation in the EMs
  • Given the heterogeneity of EMs, the conclusions in this paper may apply to various EMs differently
  • Apart from bringing to light the imperatives and challenges of sustainability marketing in emerging markets, the paper offers a blueprint that would guide research in this area

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