Marketing and Public Policy: Transformative Research in Developing Markets

C.  Shultz; Rohit   Deshpandé; Bettina  Cornwell; A.  Ekici; P.  Kothandaraman; M.  Peterson; S.  Shapiro; D.  Talukdar; A.  Veeck

Article | Journal of Public Policy & Marketing | Fall 2012

Marketing and Public Policy: Transformative Research in Developing Markets

by C. Shultz, Rohit Deshpandé, Bettina Cornwell, A. Ekici, P. Kothandaraman, M. Peterson, S. Shapiro, D. Talukdar and A. Veeck

Abstract

Developing markets are a challenge for researchers who study them and for governments, business leaders, and citizens who strive to improve the quality of life in them. The limitations of the dominant development paradigm coupled with the need to focus on consumers provide tremendous opportunities to engage in truly transformative research. Toward this outcome, several interactive forces must be understood and addressed during research design, management, and implementation. The purpose of this essay is to provide a synthesis—that is, a framework in the form of a conceptual model—with practical applications to transformative research in developing markets and, ultimately, with the broader objective to stimulate new conceptualizations, research, and best practices to transform consumer well-being.

Keywords: Demand and Consumers; Development Economics; Marketing Strategy; Emerging Markets;

Format: Print

Find at Harvard

Citation:

Shultz, C., Rohit Deshpandé, Bettina Cornwell, A. Ekici, P. Kothandaraman, M. Peterson, S. Shapiro, D. Talukdar, and A. Veeck. "Marketing and Public Policy: Transformative Research in Developing Markets." Journal of Public Policy & Marketing 31, no. 2 (Fall 2012).

This case follows the conception and emergence of the Dubai International Film Festival (DIFF). In an already crowded and highly competitive industry, Abdulhamid Juma was attempting to define and establish a unique brand positioning for DIFF. Committed to its vision, Juma led the introduction of various initiatives over the years and was able to effectively grow the festival’s profile amid emerging regional and well-established global players like the Cannes, Sundance, and Toronto film festivals. By the end of 2016, Juma found himself at a crossroads. Could he continue to follow the historical strategy, or was it time to consider a change in order to take it the next level? What would be the best strategy for ensuring DIFF’s survival for many years to come?

Silkroad—a cross-cultural music collaboration that world-famous cellist Yo-Yo Ma had spearheaded since 1998, was preparing to celebrate its 20th anniversary. In parallel, Ma was stepping back from his role as the organization’s Artistic Director. Silkroad had come of age, gaining international recognition for its uniquely global music, which blended musical traditions from across the world—especially Asia, the Middle East, Europe, and America. The Ensemble had also forged strong partnerships with universities, local governments, and civic groups and developed an array of outreach programs to help people understand and express themselves through music. Ma was confident that there could be no better time to hand over leadership. But the transition was bittersweet: He felt a deep personal connection both to the Ensemble as a whole and to every one of its performers and staff members. And he wondered how reducing his involvement would affect the organization’s sustainability.

This case concerns Yıldız Holding’s acquisition of Godiva Chocolatier from its previous owner, Campbell Soup, and its salient strategy in preserving Godiva’s “made in Belgian” brand position. Provenance Paradox, a problem faced by companies in emerging countries trying to establish their brands in developed markets, had not become a problem for Yıldız Holding. The chairman Murat Ülker asked the Godiva management to execute a highly ambitious plan of making the brand widely-available at supermarkets, drug stores and mass channels in the U.S. market. How was the Godiva brand affected by the change in its marketing strategy? How was the execution different in international markets vs. the U.S. market?

Faculty & Research

Marketing and Public Policy: Transformative Research in Developing Markets

Abstract

Citation:

About the Author

More from the Author