Perspectives & Guidelines

The Creating Emerging Markets project provides a unique new resource for scholars. In his Oral History in Latin America (2017), David Carey has described the project as “an impressive model for multilingual collections.” The interviews can be used to support a diverse array of research projects and questions.

Thematic Research

The CEM interviews are tagged by subjects which feature particularly prominently in each interview, although all interviews range over many different topics. Reviewing these subject tags and some of the corresponding interviews can be a good way to begin a thematic research project. Research questions might include:

  • How do entrepreneurs in emerging markets build world-class brands?
  • Why and how do entrepreneurs in emerging markets think about 'going global'? Are the motivating factors for them different than for business leaders in more developed markets?
  • How does corruption manifest itself in emerging markets? What are some ways that business leaders have dealt with this phenomenon?
  • How do business leaders in emerging markets view corporate social responsibility? Are there general trends, or regional variances? Are these views notably different from perceptions of corporate social responsibility in more developed markets?

In this video, Professors Tarun Khanna and Geoffrey Jones discuss a thematic paper using CEM data, published in the Strategic Management Journal:

Overcoming Institutional Voids

Comparative Research

Because the CEM archive spans many countries, regions, and industries, it enables comparative research on the evolution of business in emerging markets over recent decades. For example:

  • What similarities and differences may be observed between entrepreneurs in the financial services industry in South Asia and Latin America? What do such observations indicate about the respective market environments?
  • How did business leaders in India and Chile respond to the liberalization of regulation in their respective countries? What challenges did liberalization present, and what opportunities did it provide?
  • Why did large diversified business groups flourish in Turkey and Argentina?


The interviews in the CEM archive have been the basis for scholarly articles, book chapters, conference papers, and graduate level research. For examples on ways to incorporate these interviews in your own research, please visit our ‘Resources’ page for a list of published materials. We invite you to submit your original research for publication in our electronic magazine.

See publications