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- Title
The Challenge of the Underdeveloped National Market.
- Authors
Robinson, Richard D.
- Abstract
This study of American business reaction to the national markets of Asia, Africa, and Latin America reveals considerable insensitivity to these markets. The author shows the need for information about appropriateness of product design, the nature of product impact, and the degree of political vulnerability of a product. He demonstrates how a firm might ultimately imperil its entire market position.
- Subjects
UNITED States; AFRICA; LATIN America; ASIA; INTERNATIONAL markets; EXPORT marketing; PRODUCT design; AMERICAN business enterprises; MARKETING strategy; EMERGING markets; PRODUCT management; DEVELOPING countries
- Publication
Journal of Marketing, 1961, Vol 25, Issue 6, p19
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1248509