Marketing Case Studies in Emerging Markets

Dilip S. Mutum is a professor of marketing at the School of Business, Monash University Malaysia. His research interests include digital consumption, social networking, strategic marketing, and sustainable marketing. Dr. Mutum has also advised various organizations on digital marketing and digital transformation. His research has been published within a range of publications - both in print and online.

Soo Yeong Ewe is a senior lecturer of marketing at the School of Business, Monash University Malaysia. She is an experienced researcher in multidisciplinary studies and experimental approaches. Her research interests include consumer decision-making, sustainable consumption, sustainable marketing strategies, personal selling strategies, and technology adoption. Her research work has been published in high-ranked journals and book chapters.

Ezlika M. Ghazali is an associate professor at the Faculty of Business & Economics, University of Malaya (Malaysia). Her research interests include consumer behavior, switching barriers, augmented-reality marketing, online retailing, sustainable marketing, and social entrepreneurship. Dr. Ghazali has been widely published in several high-ranked journals including Information Technology & People, Internet research, Journal of Retailing and Consumer Services, Electronic Markets, etc. She has also received several research and publication awards.

Racheal Louis Vincent is a lecturer at the School of Business, Monash University Malaysia. Her research interest lies in the areas of shared consumption, and in particular collaborative fashion consumption, digital marketing, social media marketing, and consumer behavior.

1. Emerging Market Resilience: Modern Marketing Strategies for a Dynamic World.- Part 1: Crisis Management & Recovery Strategies.- 2. Case 1: Resilience and Recovery in the Tourism Industry During COVID-19.- 3. Case 2: Maxis: The Social Media Quagmire and the Road to Redemption.- 4. Case 3: Pivoting in the Pandemic: How BlewMinds Adapted to the COVID-19 Pandemic?.- 5. Case 4: Innovate or Stagnate! Tealive's Entrepreneurial Voyage in the F&B Industry.- Part 2: Digital Transformation & Technological Innovation.- 6. Case 5: Tesla's Entry and the Evolving Dynamics of the Electric Vehicle Market in Malaysia.- 7. Case 6: Dealshare.In: Disrupting the Indian E-Commerce.- 8. Case 7: TikTok Tales: Unravelling the Penang State Museum's Content Strategy for Enhanced Audience Engagement.- 9. Case 8: The Use of Virtual Reality in Thailand's Destination Marketing: A Case Study.- Part 3: Environmental Accountability & Ethical Marketing.- 10. Case 9: The Food Waste Crisis: Why Do Developing Countries Continue to Fail?.- 11. Case 10: Heng Hiap Industries: Pioneer in the Plastic Recycling Industry.- 12. Case 11: Delivering Convenience in Crisis: Food Delivery During the Covid-19 in Thailand.- 13. Case 12: From Scraps to Style: The Art of Hermès' Upcycling Journey with 'Petit H'.- Part 4: Sociocultural Dynamics & Consumer Behavior.- 14. Case 13: The Libresse V-Kebaya Controversy in Malaysia.- 15. Case 14: A Netnographic View of Ramadan E-Bazaars: Digital Transformation Amid Crisis.- 16. Case 15: OREO x BLACKPINK: From black-white to BLACKPINK.- 17. Case 16: The Rising Middle Class and Changing Consumption Pattern: Its Impact on Businesses.- Part 5: Strategic Market Entry & Branding Challenges.- 18. Case 17: Bisleri: Marketing to Manage the Counterfeit Challenge.- 19. Case 18: Sun Care in the UAE: Can a Late Entrant Brand Compete Effectively?.