New product development in emerging markets

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With growing incomes and a greater awareness of foreign branded goods, consumers in emerging markets are increasingly seeking such goods to satisfy their needs. In this backdrop, international marketers and their research and development teams are looking for new ways to target emerging market consumers. This chapter focuses on some of the factors that an international product planner needs to consider in researching, developing, and marketing consumer goods to emerging markets.

Original languageEnglish
Title of host publicationHandbook of Business Practices and Growth in Emerging Markets
EditorsSatyendra Singh
PublisherWorld Scientific Publishing
Number of pages30
ISBN (Electronic)9789812791788
ISBN (Print)9812791779, 9789812791771
Publication statusPublished - 2010
Externally publishedYes

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