Facing growth pressures, firms attempt to target the large low-income consumer segment present in emerging markets. This multi-method study develops research insights regarding consumer-, retailer-, firm-, category- and country-level factors that enhance the acceptability, awareness,...

The rich literature on international expansion of firms primarily focuses on firms from the “West”. Few studies that take the perspective of emerging market firms focus on the marketing issues that these companies face when they enter developed markets whereas the empirical evidence suggests...