Purpose: The purpose of this paper is to highlight the motivation for firms in emerging economies to engage in constraint absorption. It illustrates the mechanisms that enable business group (BG) affiliated firms to manage interdependencies vis-à-vis standalone firms in emerging economies....

Purpose – The purpose of this paper is to extend the understanding the role of consumer experiences, instantiated through gift giving and game play, in communication of brand values. Design/methodology/approach – The paper is based on in-depth phenomenological interviews of marketing...