International Marketing Strategies in BRICS Economies

Abstract

: BRICS economies have become a central arena for international marketing strategy due to rapid market growth, institutional diversity, digital acceleration, and geopolitical reconfiguration. Following the bloc’s expansion—adding Egypt, Ethiopia, Iran, and the United Arab Emirates from 1 January 2024 and Indonesia in January 2025—firms face a broader set of consumer cultures, regulatory regimes, infrastructure realities, and risk profiles. (MEA India) This paper synthesizes international marketing theory with BRICS-specific dynamics to propose a practical strategy architecture covering segmentation, positioning, entry modes, brand building, digital channels, pricing, localization, partnerships, and resilience. Using an integrative conceptual approach, we develop a “BRICS Marketing Strategy Canvas” grounded in institutional theory, CAGE distance, resource-based view, and dynamic capabilities. The article provides country-cluster insights (large consumer markets, energy and trade hubs, frontier-growth markets), outlines key strategic trade-offs (standardization vs. adaptation; platform-led vs. distribution-led; premiumization vs. affordability), and presents an implementation roadmap with metrics. The paper contributes by aligning marketing strategy choices with institutional heterogeneity and digital platform ecosystems across BRICS, offering actionable guidance for firms scaling within and across these economies.