Purpose – The purpose of this conceptual paper is to present a new approach that will enable marketers in developing and emerging countries to promote their products, irrespective of their country of origin’s image. Many companies in emerging and developing countries, intent on exporting...

Purpose – The purpose of this paper is twofold. First, the study traces 30 international marketing strategies of Nigerian agri‐business firms in order to learn whether these firms work today according to the marketing concept in their attempts to export their products. The second purpose is...

Purpose – The aim of this paper is to discuss the import of private branding strategy for retailers, manufacturers and customers. It seeks to focus on private branding strategies in the emerging MEDA markets, and, using Israel as a case study, aims to identify why the huge potential of private...