Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
88ENV
Em
Emerging Market Strategy
Family
15. Global Marketing Strategy (VI · Context)
Era
Period 6: Engagement and Networks, 2010s
Block
ENV · Environment and context
Tier
Landmark
Cell card
Description
Sheth argued that the characteristics of emerging markets, including market heterogeneity, sociopolitical governance, unbranded competition, chronic shortage of resources, and inadequate infrastructure, require rethinking marketing's core perspectives and practices.
Managerial Implications
Emerging markets differ structurally from developed ones: market heterogeneity, sociopolitical governance, chronic resource shortages, unbranded competition, and inadequate infrastructure. Strategies built for developed markets fail when transplanted. Managers should design for these conditions, with affordable offerings, improvised distribution, and attention to institutions, and should expect innovations developed for emerging markets to flow back to developed ones.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
