Marketing Challenges in Frontier and Emerging Markets: Institutional Voids, Consumer Heterogeneity, and Digital Leapfrogging. Journal of International Marketing and Marketing Research , [S. l.], v. 6, n. 1, 2026. Disponível em: https://jimmr.com/index.php/jimmr/article/view/50. Acesso em: 2 mar. 2026.