Leveraging the recent research interest in emerging economies, this Perspective paper
argues that an institution-based view of international business (IB) strategy has emerged. It …

In recent years, the combination of economic growth and population growth in emerging
markets and less developed markets has accelerated the progression of globalization of …

This paper explores the relevant antecedents and outcomes of the perceived helpfulness of
online consumer reviews (OCRs) among South Africans as an emerging market. The study …

This research verifies the moderating effect of informal institutions on the relationship
between organisational innovation and organisational learning in the export performance …

The growing diversity of different nations' populations has encouraged advertisers to adopt
their strategy by taking into consideration groups of consumers that were not traditionally …

The effects of cultural identity on perceptions about and preference for global and local
brands remain less understood. Using consumer cultural identity theory, this study tests …

Long neglected in psychological research, money attitudes influence consumer decision-
making and information processing, and may be active whenever consumers contemplate …

How do people with few material resources manage their consumption lives? We address
this question by investigating the consumption practices and processes of 27 subsistence …

Multicultural marketing is a strategic priority area for most companies in emerging consumer
markets (ECMs). We develop a new conceptual framework that demonstrates how two …

Purpose–This paper aims to detail the strategic repositioning of a retail organisation in
South Africa. It seeks to describe the social and political transformations that have occurred …