Market orientation (MO) has inspired a rich literature in marketing and organizational behavior recently. Many of these studies have been conducted in developed market contexts, however, with only a few focusing on emerging markets (EM). The way MO is perceived and implemented by managers in EMs...

Posits a stagewise learning process involved in the building of brand equity: brand birth; the creation of brand awareness and associations; the building of quality and value perceptions; the emergence of brand loyalty; and the launching of brand extensions. Also reports on an empirical study...