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      Marketing and public policy: Transformative research in developing markets

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      Author
      Shultz, C.J.
      Deshpandé, R.
      Cornwell, T.B.
      Ekici, A.
      Kothandaraman P.
      Peterson, M.
      Shapiro, S.
      Talukdar, D.
      Ann V.
      Date
      2012
      Source Title
      Journal of Public Policy and Marketing
      Print ISSN
      0743-9156
      Volume
      31
      Issue
      2
      Pages
      178 - 184
      Language
      English
      Type
      Article
      Item Usage Stats
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      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. © 2012, American Marketing Association.
      Keywords
      Consumer welfare
      Developing markets
      Economic development
      Millennium goals
      Permalink
      http://hdl.handle.net/11693/21344
      Published Version (Please cite this version)
      http://dx.doi.org/10.1509/jppm.11.007
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