Internationalizing emerging market organizations

As the internationalization process dictates the existence of cross-country networks it is essential to explore, from a marketing perspective, avenues that allow EMMNCs to share and receive knowledge that can benefit emerging market multinationals locally and globally. This manuscript addresses the significance of creating a global marketing mindset while articulating mechanisms that influence global marketing managers’ abilities to engage effectively with other global marketing managers across borders. It is argued that global marketing managers engage in reciprocal learning processes to obtain new knowledge about how to develop new products, overcome branding challenges and so on. The manuscript suggests that the effectiveness of new marketing knowledge creation is dependent upon appropriate input, throughput, and output competencies. A proper feedback loop in which global marketing managers may elect to revise current standards or practices of global marketing is of equal importance. Propositions foreshadowing cultural and personal characteristics in the new marketing knowledge creation process are articulated.