As evidenced by the increasing importance of developing economies (e.g., China and India) to the general business community, there is little doubt that this theme will play a role toward the forwarding of research endeavors in the marketing community. However, due to a variety of factors, the advancement of topics in this area has been hindered. Through a recent discussion among academics addressing this concern, a variety of steps are proposed to act as a guide for global marketers aiming to gain a greater understanding of social aspects in the evolution of our increasingly dynamic business environment.

The overarching objective to advance knowledge in this realm must include case studies, models, and/or frameworks that involve multi-national corporations (MNCs), small businesses, and micro-enterprises expanding consumer and business markets in developing nations. Alluded to specifically in Prahalad (2002), research focusing on the local and the corporate level can offer new insights into the dynamics of global business so that areas of poverty may also be considered clusters of innovation. With new technologies becoming more readily available, an array of opportunities and threats emerge for all businesses – from the smallest of firms to the largest of corporations. Whether epitomized in the rise of the Internet or the promise of biotechnology, companies must be nimble and alert to adapt for survival. This turbulent environment offers global marketers an abundance of examples to forward research focusing on corporations, manufacturers, intermediaries, and consumers in the coming years. 

Since previous business notions, conceptualizations, and boundaries have changed dramatically over the past two decades, one approach is to study the tactics and strategies of MNCs in developing countries across a variety of industries. Mentioned particularly in practitioner-oriented publications (e.g., Wall Street Journal, Economist, etc.), but nonetheless indicative of the growing role of MNCs in emerging markets, a recent shift of some pharmaceutical trials to countries like India highlight these changes. As a result, this requires the academic community to study the important business and social implications that may result in both developing and developed countries. Another aspect is to analyze the best practices encountered as the World Trade Organization (WTO) recently discussed loan programs to small businesses operated specifically by women in Africa. By offering access to capital where financial institutions may not, the WTO accelerated the process of innovation and made available the chance to better individual lives at the local level. More examples can be utilized with closer consideration of experiences like those of Ms. Nabina Shrestha, a recent guest speaker at Michigan State University’s International Business Forum. Working through the United Nations Development Program, Ms. Shrestha imparted numerous cases highlighting the empowerment of women through ownership of micro-enterprises in Nepal. 

To make this theme more applicable to the general membership of the American Marketing Association (AMA), global researchers may aim to initiate and explore a stream of research including urban renewal programs in the United States. Relating the successful business and governmental implementation of such improvement projects highlights the possibilities in attaining significant contribution for both shareholders and society at large. However, the literature has not devoted many resources to the topic. Thus, by first developing models mirroring the success of urban renewal initiatives in the U.S., global marketers may contribute to the marketing field by comparing these practices with those currently undertaken by firms in the developing world. Through analyzing projects of major industrial, consumer, and advertising firms in many international contexts, the aim should be to develop an overall series of models and frameworks designed to forward the literature on this subject. 

Another key component to the advancement of this agenda is to establish and cultivate networks to gain wider exposure and applicability of global marketing issues within the general marketing community. One course proposed specifically involved the potential for sponsoring foreign scholars to attend the Global SIG meetings at AMA conferences through sponsorship from the AMA Foundation. By identifying and proposing a list of pre-eminent academics from developing countries, the objective can be for research areas of importance outside the U.S. to be given the opportunity to enrich the discussion of global marketing issues within the AMA. Another course proposed was to develop networks with U.S. governmental organizations to identify internationally experienced personnel who may contribute to the progression of global marketing. Through communicating with such agencies as the Foreign Service and/or the Peace Corps, individuals may be identified to participate in a series of global marketing panel discussions, but also important case studies of successful business project implementation may also be classified for future study.

The challenges associated with these topics are many. However, the most noticeable obstacles to the development of this platform are to position it within the marketing community in two ways: 1) to be relevant to current research topics and practices; and 2) to avoid becoming too focused on issues of importance only to practitioners. While global marketers can build on the models developed in the international economics literature, long-term acceptance of these issues within the marketing community will continue to be a challenge. By devoting thought to justifying and advancing the importance of understanding social aspects of business in the developing world, global marketers can forward innovative case studies, models, and frameworks for future research. With the steps outlined above, a course of action has been identified to move closer to attaining these goals.

The participants of this Round Table discussion were: 

Mary Baehr, Oakland City University
Brian R. Chabowski, Michigan State University
Morris Kalliny, MTPA
Diana Lawson, Saginaw Valley State University
Edward Nowlin, University of Nebraska
Tianjiao Qiu, University of Illinois
Fernando Robles, George Washington University
John K. Ryans, Jr., Kent State University
Camille Schuster, Arizona State University
Jan-Benedict Steenkamp, Tilburg University
Vern Terpstra, University of Michigan
Shichun Xu, Michigan State University 

This summary of the Round Table discussion is based on my notes, compiled during the session. Apologies to an outstanding group of participants for any omissions and all misinterpretations.  Others would surely reach a different set of conclusions. To the extent these comments start meaningful dialogue, the Round Table will have accomplished its purpose.