Same, same but different! New service development in the context of emerging markets: a review

IF 4.8 3区管理学 Q1 BUSINESS

International Marketing Review Pub Date : 2022-10-03 DOI:10.1108/imr-01-2021-0047

Anna Dubiel, Prokriti Mukherji

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引用次数: 1

Abstract

PurposeThe purpose of this paper is to systematically review and critically examine the international marketing and innovation management research on new service development (NSD) in the context of emerging markets (EM). Research on services in EM, a heterogenous set of countries with an increasing contribution to global economic output, is sparse. This paper attempts to underscore the academic and managerial relevance of the field.Design/methodology/approachA systematic review of published empirical literature from peer-reviewed journals focusing on an 11-year period, 2010–2020, was undertaken. Further, bibliometric and text mining analyses were conducted using VOSviewer and Leximancer software programmes.FindingsThis analysis of 36 journal articles reveals that NSD research is a dynamic field with an increasing number of quantitative, multi-country and multi-method studies encompassing a variety of geographical settings and industries.Originality/valueDoing justice to this vibrant field of research and its managerial importance, the authors create an overview of existing empirical studies to serve as a repository of knowledge on NSD for both academics and practitioners. Further, the authors offer a thematic and temporal overview of the content of existing studies. Drawing upon the abovementioned, the authors suggest some promising avenues for future research.

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相同，相同但不同!新兴市场背景下的新服务发展:综述

本文的目的是系统地回顾和批判性地审视新兴市场(EM)背景下新服务开发(NSD)的国际营销和创新管理研究。新兴市场是一组异质国家，对全球经济产出的贡献越来越大，但对新兴市场服务业的研究很少。本文试图强调该领域的学术和管理相关性。设计/方法/方法对同行评议期刊上发表的实证文献进行了系统回顾，重点是2010-2020年11年期间。此外，使用VOSviewer和Leximancer软件程序进行文献计量学和文本挖掘分析。对36篇期刊文章的分析表明，NSD研究是一个充满活力的领域，越来越多的定量、多国和多方法研究涵盖了各种地理环境和行业。原创性/价值为了公正对待这个充满活力的研究领域及其管理重要性，作者对现有的实证研究进行了概述，为学术界和实践者提供了关于NSD的知识库。此外，作者提供了现有研究内容的主题和时间概述。在此基础上，作者提出了未来研究的一些有希望的途径。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Marketing Review BUSINESS-

CiteScore

8.70

自引率

12.00%

发文量

期刊介绍： International Marketing Review (IMR) is a journal that has, as its core remit, the goal of publishing research that pushes back the boundaries of international marketing knowledge. IMR does this by publishing novel research ideas, and by publishing papers that add substance to, question the basic assumptions of, reframe, or otherwise shape what we think we know within in the international marketing field. IMR is pluralistic, publishing papers that are conceptual, quantitative-empirical, or qualitative-empirical. At IMR, we aim to be a journal that recognizes great papers and great research ideas, and works hard with authors to nurture those ideas through to publication. We aim to be a journal that is proactive in developing the research agenda in international marketing, by identifying critical research issues, and promoting research within those areas. Finally, IMR is a journal that is comfortable exploring, and that fosters the exploration of, the interfaces and overlaps between international marketing and other business disciplines. Where no interfaces or overlaps exist, IMR will be a journal that is ready to create them. IMR’s definition of international marketing is purposefully broad and includes, although is not restricted to: -International market entry decisions and relationships; -Export marketing and supply chain issues; -International retailing; -International channel management; -Consumer ethnocentrism, country and product image and origin effects; -Cultural considerations in international marketing; -International marketing strategy; -Aspects of international marketing management such as international branding, advertising and new product development.