Document Type

Article

Publication Date

12-2013

Publication Title

International Journal of Management Research

Volume

4

Issue

1 & 2

First Page

22

Last Page

28

Abstract

The story of the growth of emerging economies is about the growth of their marketing institutions. Marketing channels are the key marketing institution in enabling the flow of goods and services. However, marketing scholars typically rely on models and theories devised in the developed economies to study the marketing channels in emerging economies, and these include theories based on political economy-based frameworks that emphasize power and dependence. We argue that often the institutional drives to gain legitimacy provide a powerful lens to understand the evolution of marketing channels. In this conceptual paper, we illustrate our arguments through a few examples, and provide an agenda for future research.

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