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The 2013 Annual Conference of the Emerging Markets Conference Board and Doctoral Consortium
June 17, 2013 - June 20, 2013
Marketing Across Diversity, Dynamics, and Connectedness
The rise of emerging markets in the global economy is one of the most important trends of our time. In just one generation, some 1 billion people are moving from impoverished rural, agrarian lifestyles to modern consumer living. Perhaps nowhere is this dramatic transformation more evident than in Africa and the Indian Ocean Rim, home to one in three humans. Once ignored in global marketing plans, Africa’s fast growth is second only to China. In fact, African GDP and consumer spending will nearly double in this decade, reaching $2.6 trillion and $1.4 trillion respectively.
In addition to these exciting opportunities in fast-growing and unsaturated markets, marketers find daunting challenges in the region, such as low human development, cultural complexity, rising competition and demands for environmental and social sustainability. Different “rules of the game” can govern emergent marketplace behaviors and results. In this vein, there has been a marketing renaissance, as marketing scholars and practitioners rush to understand what drives marketing success in the region.
Emerging markets represent significant departures from the assumptions of theories developed in high-income, industrialized countries, in which our understanding of marketing phenomena has been almost exclusively derived. While it is natural that we would focus on these more developed markets in the early stages, it is now well-accepted that the development of our maturing discipline depends on extending our research to emerging markets, where the majority of humankind resides and where 50% of the world’s economic activity will take place within the next 25 years.
Do theories generalize to this diverse, rapidly changing, and very different emergent context? Can novel theories developed in emergent contexts provide new insights into marketing-relevant behaviors? Can these emergent market “learning laboratories” provide lessons that generalize to high-income, Western countries?
The annual conference of the Emerging Markets Conference Board brings together distinguished panels of speakers, marketing experts and thought leaders from around the world to debate and discuss marketing theory and practice in emergent markets. The conference will be preceded by a one-day doctoral consortium.