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From Emerging Markets to Growth Markets

The Thought Leaders Conference on Managing Business and Innovation in Emerging Markets was held at the Indian School of Business (ISB), Hyderabad from April 26-28, 2018. The conference was wide-ranging in its approach, including over 100 papers across emerging market themes presented by researchers from across India and the world.

Academic Plenary view from the Marketing Sciences ConferenceFigure 1: Academic View


Two engaging plenary sessions bookended the conference paper presentations. An Industry Plenary session with Amazon Grocery Country Manager Sameer Khetarpal, Dr Reddy’s Laboratories Vice President of marketing and Emerging Markets Raja MVSMA, and T-Hub Chief Executive Officer Jay Krishnan inaugurated the conference, providing a strategic and operational perspective on current issues in emerging markets. In the second plenary session, editors of eminent academic Marketing journals provided an insight into the research trends for the future.

Industry Plenary view from the Marketing Sciences ConferenceFigure 2: Industry View


Aashish Pandey, a Research Associate at the ISB, pulled together word clouds based on the frequency of keywords mentioned in the Industry and Academic Plenary sessions (Figure 1 and 2).

Pandey notes that the Academic Plenary (Figure 1) focused on how researchers can contribute to marketing literature by working on issues related to emerging markets. Innovation, digitisation, and consumer behaviour are the directions in which emerging markets research will make significant strides.

In the industry plenary (Figure 2) session, experts shifted the discussion from emerging markets to growth markets based on innovation. The formula? Identify an opportunity and broaden its scope to turn an emerging market into a growth market. While firms will continue to face challenges in making their mark on emerging markets, geography-specific innovation and customer-centric learning will be vital.


Yogini Joglekar is Editorial Consultant at the Centre for Learning and Management Practice at ISB. 

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