Researchers from the University of Texas, University of Chicago, University of Notre Dame, and London School of Economics published a new paper in the Journal of Marketing that examines whether entrepreneurs in emerging markets can benefit from marketers’ help.
The study, forthcoming in the Journal of Marketing, is titled “Do Marketers Matter for Entrepreneurs? Evidence from a Field Experiment in Uganda” and is authored by Stephen Anderson, Pradeep Chintagunta, Frank Germann, and Naufel Vilcassim.
Can marketers help improve the world? While this question may seem vast and unknowable, this new study proposes otherwise. The researchers propose that marketers can help entrepreneurs in emerging markets grow their businesses. And flourishing entrepreneurs in these markets can then improve lives, sustain livelihoods, enhance overall living standards, and strengthen societies. [Read more…] about Do marketers matter for entrepreneurs?
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