Theory and practice of marketing in developing regions

In this essay, the sources in the literature that guided my teaching and research are discussed. The theories and key concepts helped me in dealing with marketing and market problems in countries or regions with varying institutional contexts. I share with the reader highlights of my field experience in developing regions in various locations in the world. The conclusion of this essay is that it is unlikely that a single theoretical approach can deal with all problems at hand, but researchers should rather choose a multi-disciplinary and context specific perspective in their analysis. I end this essay with the recommendation to pay more attention to the role and function of entrepreneurs and marketing or market institutions as key forces that shape markets and value chains in developing regions