Critique: Wang, C., He, J. and Barnes, B. (2017). Brand
management and consumer experience in emerging markets: directions for future
research. International Marketing Review, 34(4), pp.458-462.
paper aims towards the functioning of the business activities taking place in
an emerging market, how the business affects the markets heterogeneity, the socio-political
governance, inadequate infrastructure, chronic shortage of resources and the ethnicity
and traditional values of the focused country. How the business is thriving globally
and locally. It also focuses on how a brand possesses its brand image.
Moreover, it enlightens how a global brand and a local brand functions parallel
to one another in the emerging market making long-term business profits.
raises key questions as to how the business survival key skills are if the
organization is willing to go the extra mile for the customers as well as to
increase the sales.
article is enirely focuesd on brand management and the consumer experience in
the emerging markets like China. It highlights the categories of challenges
faced by global brands to engross it’s base in a different country, with
different cultural values and ethnicity.
The article having a bent towards Chinese market makes it difficult for the
readers to gather knowledge about the other emerging markets around the same
area eg. India. As, it is a huge untapped market in a lot of fields and still
lacks in terms of trends and designs when compared to western markets. The
Indian market is currently opening up but still a large number of consumer are
cynical with age old cultural values due to which for a global brand to
penetrate on the Indian grounds it has to understand the consumer needs.
mistake commited by global brands is to categorize the Asian markets as a
homogeneous group, which can make one stratergy work in one country but not in
another. Moreover, there is only a very
limited understanding from the global brands towards the values and ethics of a
certain market. The article only partially filled in the gaps as how a globally
recognized brand needs to deal with all the local retailers and the consumer.
article also highlights as to how global brands should collaborate with the
local brands and the retailer to help them set a foot into the market, deliver
the consumers with the desired products and also help the brand to establish
its base in the country. The articles talks about presenting a need for
uniqueness, conformity and status satisfaction which in parallel affects the bandwagon
luxury brand consumption opted by the
article before reaching to its conclusion raised a lot of unambiguous
questions, and it keeps on jumping from one article to another, discusses about
the various effects and concepts (i.e.; Band Wagon Effect and Brand Resonance
Concept) that are used to justify the research. The article tells us that the
market has reached at a saturation/maturity stage. It shares with us that there
is or will be a chronic shortage of the resources in the future, which points
towards the inadequate infrastructure that a few countries already face.
In conclusion, the research pertains
towards the building up of the basis of the framework in an appropriate manner.
However, I find that the article was quite repetitive in certain areas and there
is a need of further research to be conducted to give an appropriate answers to
the questions raised in the article, also to fill the gaps. The article is more
like a literature review as all the references taken are just from journal
articles. There is no use of any proper research methodology. The research also confirms the need of an appropriate
business plan for global as well as local brands, while entering the cross-cultured
markets, which will gradually help them to understand their consumer, needs and
enhance the consumer experience within the brand.
B. Holt, D., A. Quelch, J. and L. Taylor, E. (2004). How Global Brands
Compete. How Global Brands Compete, p.9.
Bhardwaj, V., Kumar, A. and Kim, Y. (2010). Brand Analyses of U.S.
Global and Local Brands in India: The Case of Levi’s. Journal of Global
Marketing, 23(1), pp.80-94.
Shukla, P., Singh, J. and Banerjee, M. (2015). They are not all same:
variations in Asian consumers’ value perceptions of luxury brands. Marketing
Letters, 26(3), pp.265-278.
The Economic Times. (2018). India replaces China as top retail
destination in 2017: Study. online Available at:
Accessed 15 Jan. 2018.