Emerging Markets Case Studies (2022)

EMCS publishes discussion-based teaching case studies that offer students the opportunity to explore real-world challenges in the classroom environment, allowing them to test their decision-making skills before taking their knowledge into the workplace.

All cases accepted by Emerald into Emerging Markets Case Studies have teaching notes, which are rigorously reviewed to ensure their learning objectives facilitate dynamic classroom discussion and help faculty plan how best to use the case.

EMCS specialises in case research from and about emerging markets and developing economies, regions which are traditionally underrepresented in teaching case collections but which offer unique and important insights

Subject areas include:

  • Accounting and finance
  • Built environment
  • Entrepreneurship
  • Environmental management
  • International business
  • Human resources
  • Management science
  • Marketing
  • Operations and logistics
  • Public sector management
  • Strategy
  • Tourism and hospitality

We welcome cases written about real people, in real organizations, who have to make real decisions. Cases can be developed from primary data and/or secondary data. Cases can have some information disguised which will need to be outlined in your research methods section in the teaching note, and the real individuals and/or company need to provide consent for the publication of the disguised case. We do not publish fictional cases.

Virtual special issues

  • Social enterprise in Africa
  • Emerald/MDI Gurgaon Virtual issue
  • Sport management - virtual issue
  • CEEMAN – virtual special issue
  • WITS Business School Virtual special issue
  • Casos de la colección EMCS en español
  • Short cases special issue
  • Cartoon story book cases
  • Managing in a crisis: lessons from the COVID-19 crisis
  • Editor-in-Chief

    • DrMichaelGoldman
      Associate Professor at the University of San Francisco & Adjunct Faculty at the Gordon Institute of Business Science, University of Pretoria
  • Associate Editor

    • DrVirginiaBodolica
      The Said. T. Khoury Chair of Leadership Studies, American University of Sharjah, UAE-United Arab Emirates
    • ProfessorAndréeLopez-Fernandez
      Panamerican University, Mexico
    • DrFarzanaQuoquab
      Malaysia Technological University
    • DrShaliniRahul Tiwari
      Institute of Management Technology, India
    • ProfessorVasantSivaraman
      S P Jain Institute of Management & Research, India
    • ProfessorMartinSpraggon
      Hamdan Bin Mohammed Smart University, UAE
    • ProfessorWilliam x.Wei
      MacEwan University, Canada
  • Publisher

    • MelissaClose
      Emerald Publishing-USA
  • Journal Editorial Office (For queries related to pre-acceptance)

    • Rimalee VijayPillay
      Emerald Publishing
  • Editorial Advisory Board

    • IsaacAbereijo
      Obafemi Awolowo University, Nigeria
    • RamanaAcharyulu
      Indus Business Academy, India
    • RaviAgarwal
      OP Jindal Global University-India
    • RajeshAgrawal
      Institute of Company Secretaries of India Regional Director, Western India-India
    • MihirAjgaonkar
      SP Jain Institute of Management and Research -India
    • Ghaith M.Al Abdallah
      University of Kurdistan Hewler-Iraq
    • SivakumarAlur
      Vellore Institute of Technology-India
    • Maria ElizabethArteaga
      Universidad Espiritu Santo-Ecuador
    • SarahBabb
      University of Pretoria Gordon-South Africa
    • MariaBallesteros-Sola
      California State University Channel Islands, USA
    • RebeccaBeeman Geffner
      Moroccan-American Commission for Educational and Cultural Exchange, Morocco
    • ClaireBeswick
      University of the Witwatersrand Business School, South Africa
    • AshaBhatia
      KJ Somaiya Institute of Management Studies and Research-India
    • ArunBhattacharyya
      Jain University-India
    • SanjayChoudhari
      IIM Indore, India
    • A. K.Dey
      Birla Institute of Management Technology, India
    • BeatriceDimba
      Strathmore University, Kenya
    • ManuDube
      Yeditepe University-Turkey
    • AbiodunElijah Obayelu
      Federal University of Agriculture, Abeokuta, Nigeria
    • MansourEsmaeil Zaei
      Technology Transfer Centre of the University of Warsaw, Poland
    • Caitlin CandiceFerreira
      University of Cape Town-South Africa
    • JosephFrench
      University of Northern Colorado-United States
    • Sajeev AbrahamGeorge
      SP Jain Institute of Management and Research -India
    • SurajitGhosh Dastidar
      IMT Hyderabad, India
    • GurramGopal
      Illinois Institute of Technology, USA
    • SandeepGoyal
      Management Development Institute Gurgaon-India
    • AmberGul Rashid
      IBA, Pakistan
    • PraveenGupta
      Lal Bahadur Shastri Institute of Management-India
    • BruceHanson
      Concordia University, USA
    • NancyHuyen Nguyen
      Independent Scholar, Thailand
    • PalakhJain
      Bennett University-India
    • TulsiJayakumar
      SP Jain Institute of Management and Research -India
    • KinjalJethwani
      LJ Institute of Management Studies-India
    • SethelaJune
      INTI International College-Malaysia
    • AmarpreetK Singh Ghura
      Indian Institute of Management Calcutta, India
    • RamKakani
      XLRI - Xavier School of Management, India
    • RenukaKamath
      S P Jain Institute of Management and Research, India
    • DimitriKapelianis
      University of New Mexico-USA
    • AlzbetaKiralova
      University of Business Marketing and Management-Czech Republic
    • StephenKo
      The Hong Kong Polytechnic University, Hong Kong
    • AmitabhKodwani
      Indian Institute of Management Indore, India
    • ChopraKomal
      Symbiosis International University-India
    • SarojKoul
      Jindal Global Business School, India
    • DeepaKrishnan
      SP Jain Institute of Management and Research -India
    • BinduKulkarni
      SP Jain Institute of Management and Research -India
    • EricLau
      City University of Hong Kong, Hong Kong
    • Siew-PhaikLoke
      Quest International University-Malaysia
    • Lung-TanLu
      Fo Guang University, Taiwan
    • HemantManuj
      SP Jain Institute of Management and Research -India
    • MarioManzi
      Pontificia Universidad Javeriana-Colombia
    • JabulaniMaphalala
      University of Pretoria Gordon-South Africa
    • JonathanMarks
      University of Pretoria Gordon-South Africa
    • AinulashikinMarzuki
      Universiti Sains Islam Malaysia, Malaysia
    • DavidMathuva
      Strathmore University-Kenya
    • SoniaMehrotra
      Prin.L.N.Welingkar Institute of Management Development and Research-India
    • SanjayMohapatra
      Xavier Institute of Management, Bhubaneswar-India
    • Amy FisherMoore
      University of Pretoria Gordon-South Africa
    • MahmoudMoussa
      RMIT University College of Business, Australia
    • JadrankaMrsik
      UACS Institute for Entrepreneurship and Leadership Development, Macedonia
    • LubnaNafees
      Appalachian State University-United States
    • MeenakshiNagarajan
      NIILM CMS, India
    • HumaNawaz
      The Islamia University of Bahawalpur -Pakistan
    • ProfessorLouisNzegwu
      University of Wisconsin Platteville, USA
    • DrRudraP. Pradhan
      Indian Institute of Technology Kharagpur-India
    • VPadhmanabhan
      Goa Institute of Management, India
    • JacobPark
      Green Mountain College, USA
    • RafaelPerez-Uribe
      Universidad EAN, Colombia
    • RaveePhoewhawm
      Chongqing Technology and Business University-China
    • AnandanPillai
      Associate Director, Performics.Resultrix, India
    • SrinivasPingali
      Indian Institute of Management, Udaipur-India
    • SanjeevPrashar
      Indian Institute of Management Raipur, India
    • DevdipPurkayastha
      Indian Institute of Technology Bombay-India
    • Jawaid AhmedQureshi
      Shaheed Zulfikar Ali Bhutto Institute of Science and Technology-Pakistan
    • OlimpiaRacela
      Mahidol University, Thailand
    • SrividyaRaghavan
      Institute of Management Technology (IMT), Hyderabad, India
    • DrShaliniRahul Tiwari
      Institute of Management Technology, India
    • LukmanRaimi
      American University of Nigeria, Yola, Adamawa State, Nigeria
    • Rajni KantRajhans
      National Institute of Construction Management & Research-India
    • JayaramanRajogopalan
      SP Jain Institute of Management and Research -India
    • VeenaRao
      Manipal Academy of Higher Education, India
    • ParagRastogi
      Management Development Institute, India
    • PávelReyes-Mercado
      Universidad Anahuac Mexico Norte, Mexico
    • RaghunathRudran
      T A Pai Management Institute, India
    • BiswatoshSaha
      Indian Institute of Management Calcutta-India
    • ManiSam
      Rajagiri Business School -India
    • StutiSaxena
      Central University of Haryana School of Arts Humanities and Social Sciences, India
    • MayurShah
      Shri Chimanbhai Patel Institute -India
    • AnkitSharma
      Chandragupt Institute of Management Patna-India
    • AbhinavaSingh
      Chimanbhai Patel Institute of Management & Research -India
    • DavinderSingh
      BML Munjal University, India
    • SurabhiSingh
      IMS Ghaziabad, India
    • SreeramSivaramakrishnan
      Tata Institute of Social Sciences-India
    • LavanchaweeSujarittanonta
      Silpakorn University International College, Thailand
    • AnnaSvirina
      Kazan National Research Technical University, Russian Federation
    • ThavornThitthongkam
      The Catholic University of New Spain, Florida, USA
    • Rua-HuanTsaih
      National ChengChi University, Taiwan
    • TatjanaVasiljeva
      RISEBA University. Latvia
    • ApoorvaVikrant Kulkarni
      Symbiosis International (Deemed University), Pune, India
    • RodrigoVillalobos Araya
      Universidad Tecnológica de Chile INACAP, Chile
    • Anne MarieZwerg
      Universidad de La Sabana-Colombia

We welcome cases written about real people, in real organizations, who have to make real decisions. Cases can be developed from primary and/or secondary data. Cases can have some information disguised which will need to be outlined in your research methods section in the teaching note, and the real individuals and/or company need to provide consent for the publication of the disguised case. We do notpublish fictional cases.

Submission to the collection must include a Teaching Case Study and associated teaching note. Please ensure that you have met the following quality criteria before submission.

These guidelines are also available to download in Spanish

Your Teaching Case Study should:

  • Describe the actions of a well-developed central protagonist character that is facing a management decision.
  • Present a complex and compelling management decision-making dilemma for students to analyse.
  • Be logically structured, with sufficient discussion of important business contexts and issues.
  • Be written in the past tense, use an engaging case narrative style, and does not contain any language errors.

See our case study writing guide for further information.

Your teaching note should:

  • Include an appropriate synopsis describing the context of the case, the dilemma being faced, and the discipline the case is relevant for.
  • Detail a set of teaching objectives appropriate for the stated target audience.
  • Provide a research methods section that details the types of data used to develop the case.
  • Include a 90-minute multi-media teaching plan, including suggested classroom facilitation questions and activities.
  • Include a set of assignment questions that align with the teaching objectives, and relate to the dilemma being faced in the case.
  • Use recent literature, theory, or research findings to analyse the case study and provide model answers to the assignment questions.
  • Include a specific set of instructions as to how this case can be used in an online environment and the ways in which an educator might want to consider adapting the teaching plan to use it in this way.
  • You are welcome to include an epilogue of the case, of what really happened, if known.

See our teaching note writing guide and EMCS teaching note template

Review process

Each teaching case has to pass an initial screening and, if judged suitable for publication in the collection, is sent to an appropriate editorial board member for review.


Teaching cases submitted for publication should not have been published before in their current or substantially similar form, or be under consideration for publication with any ISSN/ ISBN registered publication. Please see Emerald’s originality guidelines for details. Authors submitting teaching cases for publication warrant that the work is not an infringement of any existing copyright and will indemnify the publisher against any breach of such warranty. For ease of dissemination and to ensure proper policing of use, papers and contributions become the legal copyright of the publisher unless otherwise agreed. The editor may make use of iThenticate software for checking the originality of submissions received.


Prior to teaching case submission, authors must clear permission to use any content that has not been created by them. Failure to do so may lead to lengthy delays in publication. Emerald is unable to publish any content which has permissions outstanding. The rights that Emerald require evidence of clearance for, are:

(Video) Emerging Markets Case Studies Webinar

  1. Non-exclusive rights to reproduce the material.
  2. Print and electronic rights.
  3. Worldwide English language rights.
  4. To use the material for the life of the work (i.e., there should be no time restrictions on the re-use of material, e.g., a one-year licence).

When reproducing tables, figures, or excerpts from another source, it is expected that:

  1. Authors obtain the necessary written permission in advance from any third party owners of copyright for the use in print and electronic formats of any of their text, illustrations, graphics, or other material, in their manuscript. Permission must also be cleared for any minor adaptations of any work not created by them.
  2. If an author significantly adapts any material, the author must inform the copyright holder of the original work.
  3. Authors obtain any proof of consent statements.
  4. Authors must always acknowledge the source in figure captions and refer to the source in the reference list.
  5. Authors should not assume that any content which is freely available on the web is free to use. Authors should check the website for details of the copyright holder to seek permission for re-use.

Emerald is a member of the STM Association and participates in the reciprocal free exchange of material with other STM members. This may mean that in some cases, authors do not need to clear permission for re-use of content. If so, please highlight this upon submission. For more information and additional help, please follow the Permissions for your Manuscript guide.

Consent to publish – release form

All teaching cases submitted for review must include appropriate signed permissions from case Protagonists, e.g., CEO; company directors or any employee given authority by the organization; or the person or persons under review, granting full permission to publish the case. Written permission must also be obtained if you include any material for which someone other than yourself or the case subject/protagonist, owns the copyright. Please see Permissions section above for more detail. Please refer to Emerald’s Consent to publish – Release Form as an example of the required release form.

Defamation / Libel

If inaccurate, unsubstantiated, or emotive statements are made about organizations or people in a submitted case, Emerald reserves the right to request changes to the text from the author or to reject the case prior to publication.

Critiques and reviews of organizations, products, and services are acceptable but comments must be constructive and must not:

  • Expose groups or individuals to hatred, ridicule or contempt;
  • Cause them to be shunned or avoided;
  • Lower them in the estimation of right-thinking members of society generally;
  • Disparage them in their business, trade, office, or profession.

Emerald Literati Network Editing Service

The Emerald Literati Network can recommend, via our Editing Service, a number of freelance copy editors, all themselves experienced authors, to contributors who wish to improve the standard of English in their paper before submission. This is particularly useful for those whose first language is not English.

Final Submission

Authors should note that proofs are not supplied prior to publication. The manuscript will be considered to be the definitive version of the teaching case. Therefore, any requests for changes after the final submission will not be granted. The author must ensure that the final submission is complete, grammatically correct and without spelling or typographical errors.

Manuscript Requirements

Please format your teaching case before submission, using the following guidelines:

Format: All files should be submitted as Word documents.

Case Study Length: Case studies should be between 5,000 and 7,000 words in length, excluding exhibits,references, and supplementary materials.

Case Study Title: A title of not more than eight words should be provided, which typically includes the name of the case organization.

Teaching Notes: All case studies must include teaching notes including sufficient discussion and assignment questions. For more guidance, please see How to Write a Teaching Note.

Case Study Title Page: A Case Study Title Page should be submitted alongside each individual submission. This should include: Case Study Title; Author Details (see below); Acknowledgements; Author Biographies; Structured Abstract (see below); and Keywords (see below).

Author Details: Details should be supplied on the Case Study Title Page including:

  • Full names of each author.
  • Affiliations of each author, including job title(s).
  • Where more than one author has contributed to the teaching case, details of who should be contacted for correspondence.
  • E-mail address of the corresponding author.
  • Brief professional biography of each author (optional, no longer than 60 words).
  • Subject Code (choose one from a list of twelve).

Structured Abstract: Authors must write a structured abstract on the Case Study Title Page, structured under the sub-headings below (see our How to... write an abstract guide for practical help and guidance):

  • Subject area of the teaching case.
  • Student level (e.g., BA level) and proposed courses the teaching case can be used on.
  • Brief overview of the teaching case.
  • Expected learning outcomes.
  • List of supplementary materials (must include teaching notes)
  • Keywords.

Structured abstracts must not exceed 250 words in length (including keywords).

Keywords: Please provide between two and twelve keywords on the Case Study Title Page. These should encapsulate the principal topics of the paper.

Whilst we will endeavour to use submitted keywords in the published version, all keywords are subject to approval by Emerald’s in house editorial team and may be replaced by a corresponding term to ensure consistency.

Headings: Headings must be concise, with a clear indication of the distinction between the hierarchy of headings.

The preferred format is for first level headings to be presented in bold format and subsequent sub-headings to be presented in medium italics.

(Video) Emerald Emerging Markets Case Studies - English

Footnotes: Footnotes should be used only if absolutely necessary and must be identified in the text by consecutive numbers, and be listed at the bottom of the relevant page.

Figures: All Figures (charts, diagrams, line drawings, web pages/screenshots, and photographic images) should be submitted in an electronic format.

All Figures should be of high quality, legible and numbered consecutively with Arabic numerals (1,2,3, etc.). Graphics may be supplied in colour to facilitate their appearance on the online database.

  • Figures created in MS Word, MS PowerPoint, MS Excel and Illustrator should be supplied in their native formats. Figures created in other applications should be copied from the Version: 0.3 Revised: 15 December 2011 Issued by: Sarah Kennedy origination software and pasted into a blank MS Word document or saved and imported into an MS Word document. Alternatively, create a PDF file from the origination software.
  • Figures which cannot be supplied as above are acceptable in the following standard image formats: .pdf, .ai, and .eps. If you are unable to supply graphics in these formats then please ensure they are .tif, .jpeg, or .bmp at a resolution of at least 300dpi and at least 10cm wide.
  • To prepare web pages/screenshots simultaneously press the ‘Alt’ and ‘Print screen‘ keys on the keyboard, open a blank Microsoft Word document and simultaneously press ‘Ctrl’ and ‘V’ to paste the image. (Capture all the contents/ windows on the computer screen to paste into MS Word, by simultaneously pressing ‘Ctrl’ and ‘Print screen’.)
  • Photographic images should be submitted electronically and be of high quality. They should be saved as .tif or .jpeg files at a resolution of at least 300dpi and at least 10cm wide. Digital camera settings should be set at the highest resolution/quality possible.
  • Figures and tables should be introduced within the body of the text with appropriate callouts, e.g.:

"The results of the data analysis show that the UK has experienced a continual, albeit not continuous, population increase from 1901-2001(see Table I).

Following on from these data…”


“The results of the data analysis, detailed in Table I, show that the UK has experienced a continual, albeit not continuous, population increase from 1901-2001. Following on from these data…”

  • Sources for tables and figures must be appropriately referenced in the References section.

Tables: Tables should be typed and included in a separate file to the main teaching case. The position of each table (as for figures above) should be clearly labelled in the body text of the teaching case, with corresponding labels being clearly shown in the separate file. Ensure that any superscripts or asterisks are shown next to the relevant items and have corresponding explanations displayed as footnotes to the table, figure, or plate.

References: All references in your manuscript must be formatted using APA in-text referencing. You are welcome to use the APA style Emerald has adopted - we've provided a detailed guide below. Want to use a different APA style? That's fine, our typesetters will make any necessary changes to you manuscript if it is accepted. Please ensure you check all your citations for completeness, accuracy and consistency.

Emerald's APA referencing style

References to other publications in your text should be written as follows:

-Single author: (Adams, 2006)

- Two authors: (Adams and Brown, 2006)

- Three or more authors: (Adams et al., 2006) Please note, 'et al' should always been written in italics.

A few other style points. These apply to both the main body of text and your final list of references.

- When referring to pages in a publication, use 'p.(page number)' for a single page or 'pp.(page numbers)' to indicate a page range.

-Page numbers should always be written out in full, e.g. 175-179, not 175-9.

- Where a colon or dash appears in the title of an article or book chapter, the letter that follows that colon or dash should always be lower case.

- When citing a work with multiple editors, use the abbreviation 'Ed.s'.

At the end of your paper please supply a reference list in alphabetical order using the style guidelines below. Where a DOI is available, this should be included at the end of the reference:

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Surname, initials (year), 'title of article',journal name, volume issue, page numbers
e.g. Capizzi, M.T. and Ferguson, R (2005), 'Loyalty trends for the twenty-first century',Journal of Consumer Marketing,Vol. 22 No. 2, pp,72-80.

Surname, initials (year of publication), 'title of paper' in editor's surname, initials (Ed.),title of published proceeding which may include place and date(s) held,publisher, place of publication, page numbers
e.g. Wilde, S. and Cox, C. (2008), 'Principal factors contributing to the competitiveness of tourism destinations at varying stages of development' in Richardson, S., Fredline, L., Patiar, A., & Ternel, M. (Ed.s),CAUTHE 2008: Where the bloody hell are we?,Griffith University, Gold Coast, Qld, pp.115-118.

The Submission process

Submit to Emerging Markets Case Studies

Submissions to Emerging Markets Case Studies are made using ScholarOne Manuscripts, the online submission and peer review system. Registration and access is available at http://mc.manuscriptcentral.com/eemcs Full information and guidance on using ScholarOne Manuscripts is available at the Emerald ScholarOne Manuscripts Support Centre: http://msc.emeraldinsight.com

Registering on ScholarOne Manuscripts

Firstly, you must create an account on the manuscript submission site:

  • Go to http://mc.manuscriptcentral.com/eemcs
  • Click on ‘Register here’.
  • Follow the on-screen instructions, filling in the requested details before proceeding.
  • Your username will be your email address; your password must be at least 8 characters in length, two or more of which must be numbers.
  • Click ‘Finish’ to create your account. You can now login to the manuscript submission site (see below).

Note: You will need to create an author account to submit your teaching case, even if you already have an account with another journal on ScholarOne Manuscripts. You can however use the same username and password.

Submitting a Teaching Case on ScholarOne Manuscripts

  • Login to the manuscript submission site at http://mc.manuscriptcentral.com/eemcs with your username and password (see above). This will take you to the Welcome page. (To consult the Author Guidelines, click on ‘Home Page’ in the ‘Resources’ column.)
  • Click on the ‘Author Centre’ button. Click on ‘Submit a manuscript’, which will take you to the Manuscript Submission page.
  • Enter all the information required and click ‘Browse’ to locate your file and select it for upload. Repeat this step for all files in your submission (e.g., figures, teaching notes).
  • Review the files uploaded and click ‘Save and continue’.
  • When all required sections are completed, preview your PDF proof
  • Click ‘Submit’ and then ‘OK’ to submit your files.

On acceptance of your teaching case, you will be directed to complete a copyright assignment form. Please ensure that this is completed in full for each contributing author, including full name, email address and full, international postal address


Emerald are pleased to pay authors £100 (GBP), or the equivalent currency, upon publication of their case study in EMCS. We believe this is an important step in recognising the contributions our authors make and hope this will continue to improve the quality and quantity of EMCS cases.

On publication of a case, authors will be sent an invoice to complete and return and the payment will be made once the EMCS publisher has received this. The £100 payment can be split between authors as required.

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CiteScore Tracker2022

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(updated monthly)


How many of the Emerald journals received a Scopus CiteScore ™? ›

More than 90% of Emerald journals are ranked by Scopus, with nearly 70% of journals seeing an increase in their 2018 CiteScore.

What types of products are in greatest demand in emerging markets? ›

One of the key sectors to benefi from the higher economic growth in emerging markets is the consumer-products sector. This is because the rising middle class consumers in these markets yearn for consumer goods such as tooth paste, household cleaning products, health and beauty products, appliances, instant foods, etc.

What industries are set to outperform in emerging markets? ›

Goods exporters outperform

In nearly every major emerging market economy, goods exports increased by double-digit percentages over the last two years. This is true even after controlling for currency depreciation. High energy prices have favored oil exporters, such as Russia, and improved their terms of trade.

Why emerging markets are so important opportunities? ›

The biggest advantage of emerging market investments is the potential for high growth. Diversification. International investments can be a good diversifier for your investment portfolio because economic downturns in one country or region, including the U.S., can be offset by growth in another.


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