Editorial - Marketing Science in Emerging Markets

In this editorial accompanying the special section on Marketing Science in Emerging Markets (MSEM), we describe how research on emerging markets can contribute to richer theoretical and substantive understanding of markets and marketing. Such research can also aid in providing managerial guidance on how to operate in emerging markets. We conclude with a description of the selection and review process for the special section and an overview of the four papers being published. 1 The Special Section was commissioned by Editor-in-Chief Preyas Desai, with Kannan Srinivasan and K. Sudhir as Special Section Co-Editors. Laxman Narasimhan joined Srinivasan and Sudhir on this editorial at their invitation to add his practitioner perspective.