| Abstract: | Marketing scholars have argued that marketing has the potential to considerably increase productivity and quality of goods and services delivered by developing nations' marketing systems. But in order for this to occur it must be in the self-interest of entrepeneurs to adopt modern marketing practices. This need not be the case in the highly oligopolistic business structures of import substituting LDCs, where market power may be a more important determinant of success. The article tests this hypothesis in the context of Venezuela. The results suggest that market structures in LDCs offer limited incentive to the adoption of marketing, at least to the extent that self-interest is a crucial reason for adopting the marketing concept. |
