International marketers face the challenge of understanding the decision making process that consumers in subsistence marketplaces go through when choosing which products to buy. The unique characteristics of these marketplaces pose distinct challenges which researchers need to address in order...

Previous research into internationalisation has viewed it as being an export-led phenomenon. Although this is a phenomenon that extends to other activities such as licensing and manufacture overseas, it is usually considered from an 'outward' perspective. In this paper it is argued that...