Editorial – Theory building in marketing: rationalizing South Asian perspective

N.J Dewasiri,Muhammad Kashif,Sudhir Rana

doi:10.1108/sajm-03-2021-071

Abstract

Editorial – Theory building in marketing: rationalizing South Asian perspective

Highlights

The ever-changing dynamic world is full of opportunities and challenges
The majority of the population in South Asia lives in rural areas and depends on agriculture as a significant source of income and employment (Sharma et al, 2019)
Marketing as an activity in South Asia was performed by agriculturalists

Summary

Introduction

The ever-changing dynamic world is full of opportunities and challenges. Globalization of markets seems like a dream on the verge of recent developments such as COVID-19. Due to the distinct characteristics of all the countries in the region, South Asia is eye candy for business organizations, social activists, policymakers, politicians, educational enthusiasts, media, entertainment and agriculture. The majority of the population in South Asia lives in rural areas and depends on agriculture as a significant source of income and employment (Sharma et al, 2019).

Objectives

Results

Conclusion