The complexities of communicating to customers in emerging markets

This paper explores the differences between communicating with consumers in emerging economies compared with those in more developed economies. The nature of emerging markets is discussed in order to highlight differences that may impact on communication with buyers in those markets. One of the critical differences is that of culture and a comparison is undertaken between developed and emerging markets in respect of the variables highlighted by both Trompenaars and Hampden‐Turner and Hofstede. Other differences discussed relate to political and legal, economic, infrastructural and educational factors. Then a typical communications model used in international marketing is discussed in terms of its applicability to emerging markets. Finally, a future research direction is proposed.