Marketing Communications Strategy in Advanced and Emerging Markets: An International Comparison


  • Gary Knight Fellow, Academy of International Business; Willamette University, USA
  • Richard Fletcher University of Western Sydney, Australia



We examine the role of ‘marketing communications’ in emerging markets. We sought to understand if ‘marketing communications’ holds the same relevance and meanings to managers in emerging markets as to those in advanced economies. Initially we conducted a series of case studies with managers in Vietnam, to evaluate the applicability of marketing approaches in emerging markets and understand the nature of relevant constructs and relationships. We then conducted a second study to deepen knowledge on ‘marketing communications’ in the two types of economies. Initially we developed a collection of hypotheses based on the earlier case study findings and on extant literature. We then utilized large-scale empirical data collected from exporting firms to assess the hypotheses and compare the role of ‘marketing communications’ across emerging markets and advanced economies. Findings confirm the applicability and importance of ‘marketing communications’ in emerging markets and generally show support for the hypotheses. We offer discussion and implications for managers.

Author Biographies

Gary Knight, Fellow, Academy of International Business; Willamette University, USA

Gary Knight (PhD, Michigan State University) is Helen Simpson Jackson Endowed Chair in International Management at Atkinson Graduate School of Management at Willamette University. He is Fellow and past Vice-President of Academy of International Business (AIB). He was also Chair of AIB-US West, Chair of SMEs Entrepreneurship and Born Global Track and Chair of the AIB Annual Dissertation Award. His co-authored article on born global firms won the 2014 JIBS Decade Award. Gary Knight is ranked one of the top cited scholars in international business and international marketing in various rankings.  He was Professor Florida State University and Fulbright Visiting Scholar at McGill University. He has published extensively in top tier journals including Journal of International Business StudiesJournal of World BusinessInternational Executive, and Management International Review.

Richard Fletcher, University of Western Sydney, Australia

Richard Fletcher (PhD, University of Technology, Sydney) is Adjunct Professor of Marketing at University of Western Sydney, Australia. Previously he was Professor and Head of the School of Marketing and International Business at the school. He has published his research widely, in such journals as the European Journal of Marketing, Journal of Business Research, Industrial Marketing Management, and International Business Review. He is co-author of the textbooks International Marketing: An Asia-Pacific Perspective and International E-Business Marketing. He has been a visiting professor at numerous institutions worldwide. Prior to joining academia, he was an Australian Trade Commissioner with 25 years’ experience representing Australia’s commercial interests in India, Indonesia, Iran, Libya, Thailand, and the United States. He obtained Bachelors and Masters degrees from the University of Sydney.



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How to Cite

Knight, G., & Fletcher, R. . (2022). Marketing Communications Strategy in Advanced and Emerging Markets: An International Comparison. Journal of Comparative International Management, 25(1), 125–143.



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