ABSTRACT
As noted earlier, marketing activities of firms in developing countries have hitherto received limited academic interest when compared with the vast volume of literature on marketing in general. Published studies in the area have been rather intermittent and guided by no coherent theoretical or conceptual framework, and only a small group of them have addressed issues of internationalization of firms. Despite the paucity of knowledge in the area, we deem it purposeful to discuss the available literature in this chapter to provide an overview of the context within which developing country firms make decisions and organize their international business activities. The chapter also provides some insight into the relevance of the models and theories presented in the preceding chapters to the developing country situations.
