Cultural perspectives of marketing research for sustainable development in developing countries

Through his research experience in developing countries, Eric Arnould asserts that questions about sustainable development are historically linked to problems of access by populations in the global South to development programs financially, socially and environmentally fit to ensure their well-being. Therefore, thinking through marketing’s potential contribution and taking action in the context of sustainable development in the global South requires posing questions at two levels: at a macro level, to understand the links between local and international markets and the local effects of these linkages; and at cultural level, to understand economic stakeholders’ behaviors within their specific cultural and institutional contexts.