Marketing to the bottom of the pyramid: opportunities in emerging markets (2009)
Journal Article
Omar, M., & Williams, J. (2009). Marketing to the bottom of the pyramid: opportunities in emerging markets. International Journal of Services, Economics and Management, 1, 427-446. https://doi.org/10.1504/IJSEM.2009.024845

The significance of emerging economies to global marketing within the context of a paradigm shift of international business is enormous. The purpose of this paper is to show that emerging markets have two separate areas of opportunity for multination... Read More about Marketing to the bottom of the pyramid: opportunities in emerging markets.

Global brand market‐entry strategy to manage corporate reputation (2009)
Journal Article
Omar, M., Williams, R. L., & Lingelbach, D. (2009). Global brand market‐entry strategy to manage corporate reputation. Journal of Product and Brand Management, 18(3), 177-187. https://doi.org/10.1108/10610420910957807

Purpose – This paper aims to present a case for the practical management of corporate reputation, in relation to two groups of concepts: communication, identity, and trust; and communication, identity, and image.

Design/methodology/approach – A r... Read More about Global brand market‐entry strategy to manage corporate reputation.