It explores key issues at the interface of marketing and innovation, in the context of emerging and fast-growing economies like China and India. It engages academics, businesses, and policymakers in the various activities from research idea generation, funding support, research dissemination to provision of advisory and consultancy services for companies and governments.
Technological innovations with strong market orientation are an important source of growth for firms and economies worldwide. Firms at the leading edge of innovation tend to dominate world markets and promote the international competitiveness of their home economy.
It is recognised that emerging and fast growing economies like China and India have so far relied mostly on their cost advantages and abundance of human resources, instead of sophisticated technological and marketing skills and capabilities. However, different emerging economies also have their unique strengths and weakness due to their specific historical, political and cultural characteristics. Even within a country, regional and cultural differences have to be understood if businesses can survive and prosper. Yet, most existing studies on firms' innovation and marketing capabilities have been conducted in the western context. Only a few studies have addressed innovation capabilities of firms in emerging economies such as China and India, which have played increasingly important role in the world economy. Even fewer studies have linked firms' technological capabilities with marketing capabilities to understand their impact on sustainable economic growth of these countries.