Business Marketing in the BRICS and Other Emerging Markets


The increased relevance of the BRICS countries (Brazil, Russia, India, China, and lately added South Africa) in the world economy has called the attention of practitioners and academics. Even though these countries are dissimilar and have been growing at a different pace, their economies have been performing above average in the last few years. As a result, their influence in the business world has become more prevalent. The same may be true for other emerging countries that have not been paid enough attention until now.

Only in the last years research on these countries started to spread; see for instance Biggemann and Fam (2011). As none of these countries belong to the Organisation for Economic Co-operation and Development (OECD) it is possible that the business practices of some companies in these countries differ from those of the more traditional countries. Nevertheless, BRICS countries have significant economic exchange with many countries around the world and therefore may have significant influence in the ways companies interact and business marketing evolves.

From an academic perspective, new dynamics between countries mean new business practices, new forms of interaction, and thus, new questions that need answering. It is the objective of this track to provide a suitable space for academics conducting research on BRICS countries and other emerging markets to share their findings and research endeavours.

This track is suitable for a variety of topics but overall aims to uncover similarities and differences in business marketing between BRICS and other emerging markets and more traditional markets.

Submissions of both empirical and conceptual papers are encouraged.


Biggemann, S., & Fam, K.-S. (2011). Business marketing in BRIC countries. Industrial Marketing Management, 40(1), 5-7.