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Executive Summary
What image comes to mind when one thinks of Pakistan? Prior to the attacks of
September 11, 2001, and the subsequent invasion of Afghanistan, many businesspeople
had little information about this ancient land. Recently, Pakistan has come to the
world’s attention as a powerful ally in the U.S.-led war against terrorism. Situated
at the crossroads of the Middle East, Southeast Asia, China, and member nations of
the former Soviet Union, Pakistan has long been a leading player in regional political
and economic activity. This article presents some new perspectives on Pakistan as a
market worthy of a closer look. We survey Pakistan’s history and geography, as well as
its sociocultural, political-legal, economic, and competitive environments with a view
to identifying new opportunities for foreign investors and global marketers. Current
business trends and marketing opportunities are discussed, concluding with an outlook
for future growth and development. Valuable insights are offered to businesspeople
interested in doing business in Pakistan, a little-studied but vitally important
newly industrializing country (NIC) and big emerging market (BEM). © 2004
Wiley Periodicals, Inc.
REFERENCES
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Amine, L. S., & Kumar, V. (in press). Coke and Pepsi learn to compete in India. In P. R.
Cateora & J. L. Graham (Eds.), International marketing (12th ed). Boston, MA: Irwin-
McGraw Hill.
Arnold, D., & Quelch, J. (1998). New strategies ...