Opportunities and challenges of sustainable marketing practices in emerging markets

Singh, S and Abidi, N (2021) Opportunities and challenges of sustainable marketing practices in emerging markets. In: Doing Business in Emerging Markets. 1st Edition ed. Routledge India. ISBN 9781003199168

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Global warming, adverse climate change, and depletion of resources indicate the danger of sustainability on earth. The ignorance of companies on such severe issues in emerging markets may be disastrous for them as well as for their customers. The companies operating in emerging markets that are in the process of executing sustainable marketing programmes are truly showing the way forward. This chapter captures the opportunities and challenges of different sustainable marketing practices adopted by companies in emerging markets. The study is qualitative and exploratory. It uses the phenomenological type of qualitative research. Data was analyzed to propose the conceptual framework of sustainable marketing practices in emerging markets. The chapter concludes on the context based on challenges and opportunities for companies practising in emerging markets. The results suggest that apart from environmental and social value for money (economic), other factors are essential for sustainable marketing practices. The well-developed viable marketing strategy which strives for a sustainable future brings organizations competitive advantage and growth opportunities. The insights on the development of emerging markets were utilized to develop a framework for sustainable marketing practices.

Affiliation: Skyline University College
SUC Author(s): Abidi, N
All Author(s): Singh, S and Abidi, N
Item Type: Book Section
Uncontrolled Keywords: sustainable marketing, emerging markets
Subjects: A Business and Management > AP Marketing
Divisions: Skyline University College > School of Business
Depositing User: Mr Veeramani Rasu
Date Deposited: 13 Apr 2022 08:22
Last Modified: 13 Apr 2022 08:22
URI: https://research.skylineuniversity.ac.ae/id/eprint/154
Publisher URL: https://www.taylorfrancis.com/chapters/edit/10.432...
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