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New perspectives on business model innovations in emerging markets

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  • V. Kumar

    (Georgia State University)

  • Rajendra Srivastava

    (Indian School of Business(ISB))

Abstract

This article discusses the ten research papers compiled for the Journal of Academy of Marketing Science (JAMS) Special Issue, which has the express purpose of laying new groundwork for the understanding of business model innovations in emerging markets. Altogether, the papers delineate a new organizational framework for doing business in emerging markets and for optimizing gains from emerging market innovations. This Special Issue defines and clearly differentiates emerging market innovations (EMIs) from developed market innovations (DMIs) and provides a generalizable framework. The proposed framework corresponds to the process whereby developed market firms do business in emerging markets, capitalize on the innovative potential therein, reap the benefits and drawbacks of reverse innovations back to developed markets, and, finally, continually refine and optimize their innovation strategies. This study offers crucial managerial guidance through discussion on marketing to the Bottom-of-Pyramid (BoP), the importance of Grassroots Innovation (GRI), the necessity of Corporate Social Responsibility (CSR) strategies, and the role of employees in open innovation. Lastly, this Special Issue posits conceptual and methodological limitations and future research direction to capture the emerging market phenomena entirely.

Suggested Citation

  • V. Kumar & Rajendra Srivastava, 2020. "New perspectives on business model innovations in emerging markets," Journal of the Academy of Marketing Science, Springer, vol. 48(5), pages 815-825, September.
    • Handle: RePEc:spr:joamsc:v:48:y:2020:i:5:d:10.1007_s11747-019-00713-2
    DOI: 10.1007/s11747-019-00713-2
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    References listed on IDEAS

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    1. Mike Wright & Igor Filatotchev & Robert E. Hoskisson & Mike W. Peng, 2005. "Strategy Research in Emerging Economies: Challenging the Conventional Wisdom," Journal of Management Studies, Wiley Blackwell, vol. 42(1), pages 1-33, January.
    2. William P. Putsis, Jr. & Sridhar Balasubramanian & Edward W. Kaplan & Subrata K. Sen, 1997. "Mixing Behavior in Cross-Country Diffusion," Marketing Science, INFORMS, vol. 16(4), pages 354-369.
    3. Ramamurti, Ravi, 2012. "Competing with emerging market multinationals," Business Horizons, Elsevier, vol. 55(3), pages 241-249.
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    Cited by:

    1. Ali, Murad, 2021. "Imitation or innovation: To what extent do exploitative learning and exploratory learning foster imitation strategy and innovation strategy for sustained competitive advantage?✰," Technological Forecasting and Social Change, Elsevier, vol. 165(C).
    2. Benzidia, Smaïl & Luca, Ruxandra Monica & Boiko, Sergiy, 2021. "Disruptive innovation, business models, and encroachment strategies: Buyer's perspective on electric and hybrid vehicle technology," Technological Forecasting and Social Change, Elsevier, vol. 165(C).
    3. Heleen Dreyer & Nadine Sonnenberg & Daleen Van der Merwe, 2022. "Transcending Linearity in Understanding Green Consumer Behaviour: A Social–Cognitive Framework for Behaviour Changes in an Emerging Economy Context," Sustainability, MDPI, vol. 14(22), pages 1-27, November.
    4. Buranelli de Oliveira, Marina & Moretti Ribeiro da Silva, Hermes & Jugend, Daniel & De Camargo Fiorini, Paula & Paro, Carlos Eduardo, 2022. "Factors influencing the intention to use electric cars in Brazil," Transportation Research Part A: Policy and Practice, Elsevier, vol. 155(C), pages 418-433.
    5. Appiah, Listowel Owusu & Essuman, Dominic & Forson, Cassiel Ato & Boso, Nathaniel & Annan, Jonathan, 2025. "Green process innovation and financial performance in small and medium-sized enterprises in a developing Country: Role of resource orchestration," Journal of Business Research, Elsevier, vol. 189(C).
    6. Zhang, Xiaobin & Chu, Zhaofang & Ren, Lei & Xing, Jianguo, 2023. "Open innovation and sustainable competitive advantage: The role of organizational learning," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).
    7. Mark Anthony Camilleri & Ciro Troise & Serena Strazzullo & Stefano Bresciani, 2023. "Creating shared value through open innovation approaches: Opportunities and challenges for corporate sustainability," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4485-4502, November.
    8. Folse, Judith Anne Garretson & Bock, Dora E. & Mangus, Stephanie M. & Lindsey Hall, Kristina K., 2025. "Online chat encounters: Satisfying customers through dialogical interaction," Journal of Business Research, Elsevier, vol. 190(C).
    9. Tran, Chi Phuong & Pernia, Ronald A. & Nguyen-Thanh, Nhan, 2023. "Mess or match? How do academic perspectives meet the practitioner perspectives in terms of digital transformation?," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    10. Sadick Alhaji Husseini, 2022. "Entrepreneurship Orientation in an Emerging Market: A Grounded theory Approach," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 9-17, November.
    11. Kanungo, Rama Prasad & Liu, Rui & Gupta, Suraksha, 2024. "Cognitive analytics enabled responsible artificial intelligence for business model innovation: A multilayer perceptron neural networks estimation," Journal of Business Research, Elsevier, vol. 182(C).
    12. Jiatao Li & Lee Li & Zhi Yang & Xinling Tian, 2025. "Managing disruptions in international distribution channels: effectuation, business model innovation, and channel resilience," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 56(3), pages 403-421, April.
    13. Marcia F. Kwaramba & Srinivas Sridharan & Felix T. Mavondo, 2023. "Drivers and outcomes of smallholder market participation in Sub-Saharan Africa," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1165-1183, September.
    14. Cenophat, Sadrac & Haas, Alexander, 2025. "Informal competition and sales of new offerings in emerging markets: The role of Non-Market effort and offerings newness," Journal of Business Research, Elsevier, vol. 189(C).

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