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Marketing and Public Policy: Transformative Research in Developing Markets
Journal of Public Policy & Marketing
  • Clifford J Shultz, Loyola University Chicago
  • Rohit Deshpande
  • Bettina Cornwell
  • Ahmet Ekici
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Developing markets are a challenge for researchers who study them and for governments, business leaders, and citizens who strive to improve the quality of life in them. The limitations of the dominant development paradigm coupled with the need to focus on consumers provide tremendous opportunities to engage in truly transformative research. Toward this outcome, several interactive forces must be understood and addressed during research design, management, and implementation. The purpose of this essay is to provide a synthesis—that is, a framework in the form of a conceptual model—with practical applications to transformative research in developing markets and, ultimately, with the broader objective to stimulate new conceptualizations, research, and best practices to transform consumer well-being.

Author Posting. © 2014 American Marketing Association. This article is posted here by permission of the American Marketing Association for personal use, not for redistribution. The article was published in Journal of Public Policy & Marketing, Volume 31, Issue 2, Fall 2012.

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Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
Citation Information
Clifford J. Shultz, II, Rohit Deshpandé, T. Bettina Cornwell, Ahmet Ekici, Prabakar Kothandaraman, Mark Peterson, Stanley Shapiro, Debabrata Talukdar, Ann Veeck (2012) Marketing and Public Policy: Transformative Research in Developing Markets. Journal of Public Policy & Marketing: Fall 2012, Vol. 31, No. 2, pp. 178-184.