Inglês

Answer questions 41 and 42 based on the text

below.

EMERGING MARKETS

by Ralph D Christy (Cornell University, USA)

In the last few decades, the forces giving rise to

global markets have reached unprecedented heights.

This important book explores the new role that

markets are playing in developing countries, from the

strategic perspective of a firm and from a public policy

perspective. Most of the important works on

marketing in developing countries were written before

the globalization era. As such, many of the important

questions that this book seeks to answer about the

appropriateness of market-led development have not

been posed: What are the distributional implications

of markets? With privatization, who is responsible for

managing the consequences of market failure? Can

we rely on corporate social responsibility? Beyond

creating an enabling environment, what is the

appropriate role for the state in dealing with the

negative consequences of markets (i.e. social

dislocation, marginalization of the poor, and

environmental deterioration)? Can new institutions be

designed to help manage those negative

consequences?

The book makes use of economic theory to inform

public policy and private strategies that deal with the

many issues surrounding markets in developing

countries. It also provides frameworks for examining

the effectiveness of marketing strategies for entering

emerging markets, and for identifying the challenges

and opportunities for firms in developing countries to

access matured markets in industrial nations.

Fonte: http://www.worldscibooks.com/ December, 2009.

How does the author make use of economic theory in the book?