Marketing concept adoption and implementation in least developed countries: an Asian perspective

Abstract

Literature review had shown a separate focus on measuring marketing concept adoption and implementation. Furthermore, there have been insufficient discussions on issues concerning the successful implementation of the marketing concept. In addition, there is a lack of studies targeted least developed countries. Therefore, the overall aim of this paper is to build on the limited empirical evidence on the nature of marketing concept adoption and implementation, using Yemen as case study. Several SBUs were surveyed within different consumer goods companies. Through descriptive analyses, the results had shown the degree and difficulties associated with adoption and implementation of the marketing concept within least developed countries.