Market Access and Mirage of Marketing to Maximum: New Measures

Asia Pacific Journal of Marketing and Logistics, Vol. 27 Iss 4 pp. 676-688, 2015

14 Pages Posted: 23 Oct 2015

Date Written: October 21, 2015

Abstract

Purpose – Globalization means integrating the economy and consumer market with the rest of the world, which involves the removal of restrictions on imports and foreign investment. The purpose of this paper is to examine the implications of globalization on international marketing from the point of multinational firms, in the context of an emerging consumer market – India.

Design/methodology/approach – This is a general review-based study with some secondary data analysis. The author introduces new measures for industry analysis.

Findings – It was found that Indian market has opened up substantially and there are many foreign players in most sectors. Imports growth rate has gone up substantially during post-World Trade Organization period. The author provides insights based on sector-wise analysis.

Originality/value – The most important contribution of this paper is the introduction of two measures for carrying out industry analysis by integrating economics, marketing and strategy a Success-probability Index (SPI); and an Opportunity-Threat Matrix (OTM). The author puts forward generalized theoretical propositions for further research, which can be tested in an emerging market/industry context. Keywords Imports, Globalization, Opportunity-threat matrix (OTM), Sector-wise effect, Success-probability matrix (SPI).

Keywords: Imports, Globalization, Opportunity-threat matrix (OTM), Sector-wise effect, Success-probability matrix (SPI)

Suggested Citation

Paul, Justin, Market Access and Mirage of Marketing to Maximum: New Measures (October 21, 2015). Asia Pacific Journal of Marketing and Logistics, Vol. 27 Iss 4 pp. 676-688, 2015, Available at SSRN: https://ssrn.com/abstract=2677493

Justin Paul (Contact Author)

University of Puerto Rico ( email )

Ponce De Leon Avenue
00931-3300
Puerto Rico

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