Introduction: Marketing in emerging economies / Marin Marinov -- 1. Data collection procedures equivalence in emerging economy market research / Pervez N. Ghauri and Agnieszka Chidlow -- 2. Globalization, sustainability and marketing of health care in emerging market economies : doing good while...

Based on a survey among customers of seven German municipal utilities, we estimate hierarchical multiple regression models to identify consumer motivations for participating in P2P electricity trading and develop implications for marketing strategies for this currently relatively unknown...