Understanding market innovativeness in Asia: a research agenda

Ibrahim Abosag, David Brennan

Research output: Contribution to journalEditorialpeer-review

3 Citations (Scopus)
61 Downloads (Pure)


Marketing innovativeness has been accredited for the improvement of: quality of life in general; consumer experience; and, firms’ and brands’ performance. However, much of the knowledge and research on marketing innovativeness have largely developed from Western countries, namely the USA and Europe, with little understanding of marketing innovativeness in Asia. In this paper we critically examine existing literature with aim of developing better understanding concerning marketing innovativeness in Asia. We discuss theoretical and methodological considerations that researchers need to be aware when they aim to advance
research from Asian countries.
Original languageEnglish
Pages (from-to)212-225
Number of pages14
JournalAsian Business and Management
Issue number4/5
Early online date6 Nov 2017
Publication statusPublished - 1 Dec 2017


  • marketing
  • innovation
  • brand
  • organisation
  • Asia


Dive into the research topics of 'Understanding market innovativeness in Asia: a research agenda'. Together they form a unique fingerprint.

Cite this