The EC is one of the most important overseas markets for New Zealand companies. Many New Zealand companies, while claiming to be iche marketers, are actually competing in open segments on the basis of cost and price. These firms appear to place little importance on marketing variables such as...

Purpose – The purpose of this paper is to identify and discuss ways in which exposure to the dynamic conditions of emerging markets can contribute to strategic adaptation and international competitiveness of developed market firms. Design/methodology/approach – The paper includes a...

Purpose – Increasing globalisation of the healthcare sector suggests that there may be new competitive opportunities for emerging economies in this price‐sensitive sector. The purpose of this paper is to examine the extent to which emerging economies, and in particular the four major Asian...