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Emerging Markets Case Studies

ISSN: 2045-0621

Journal Description

EMCS enables faculty to adopt the right case for them, from regions and companies that are relevant for students and tested teaching notes to let the educator focus on student experience, expectation and capability.

Signatory of DORA Member of Committee on Publication Ethics
Aims and scope

EMCS publishes teaching cases that offer students the opportunity to explore real-world challenges in the classroom environment, allowing them to test their assumption and 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 content from and about emerging markets, 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

Virtual special issues

Editorial team
  • Editor-in-Chief

    • Michael Goldman
      Professor of Sport Management at the University of San Francisco & Adjunct Faculty at The Gordon Institute of Business Science
      [email protected]
  • Associate Editor

    • Dr Virginia Bodolica
      The Said. T. Khoury Chair of Leadership Studies, American University of Sharjah, UAE
    • Kerryn Krige
      Chief Technical Advisor at International Labour Organisation, South Africa
    • Professor Andrée Lopez-Fernandez
      Panamerican University, Mexico
    • Dr Farzana Quoquab
      Universiti Teknologi Malaysia, Malaysia
    • Professor Vasant Sivaraman
      S P Jain Institute of Management & Research, India
    • Professor Martin Spraggon
      Hamdan Bin Mohammed Smart University, UAE
    • Professor William x. Wei
      MacEwan University, Canada
  • Publisher

  • Content Editor

  • Editorial Advisory Board

    • Isaac Abereijo
      Obafemi Awolowo University
    • Ramana Acharyulu
      Indus Business Academy
    • Maria Ballesteros-Sola
      California State University Channel Islands
    • Rebecca Beeman Geffner
      Moroccan-American Commission for Educational and Cultural Exchange
    • Claire Beswick
      University of the Witwatersrand Business School
    • Sanjay Choudhari
      IIM Indore
    • A. K. Dey
      Birla Institute of Management Technology
    • Beatrice Dimba
      Strathmore University
    • Abiodun Elijah Obayelu
      Federal University of Agriculture, Abeokuta
    • Mansour Esmaeil Zaei
      Technology Transfer Centre of the University of Warsaw
    • Surajit Ghosh Dastidar
      IMT Hyderabad
    • Gurram Gopal
      Illinois Institute of Technology
    • Amber Gul Rashid
    • Bruce Hanson
      Concordia University
    • Nancy Huyen Nguyen
      Independent Scholar
    • Amarpreet K Singh Ghura
      Indian Institute of Management Calcutta
    • Ram Kakani
      XLRI - Xavier School of Management
    • Renuka Kamath
      S P Jain Institute of Management and Research
    • Dimitri Kapelianis
      University of New Mexico
    • Stephen Ko
      The Hong Kong Polytechnic University
    • Amitabh Kodwani
      Indian Institute of Management Indore
    • Saroj Koul
      Jindal Global Business School
    • Eric Lau
      City University of Hong Kong
    • Lung-Tan Lu
      Fo Guang University
    • Ainulashikin Marzuki
      Universiti Sains Islam Malaysia
    • Mahmoud Moussa
      RMIT University College of Business
    • Jadranka Mrsik
      UACS Institute for entrepreneurship and leadership development
    • Meenakshi Nagarajan
    • Louis Nzegwu
      University of Wisconsin Platteville
    • Rudra P. Pradhan
      Indian Institute of Technology Kharagpur
    • V Padhmanabhan
      Goa Institute of Management
    • Jacob Park
      Green Mountain College
    • Rafael Perez-Uribe
      Universidad EAN
    • Anandan Pillai
      Associate Director, Performics.Resultrix
    • Sanjeev Prashar
      Indian Institute of Management Raipur
    • Olimpia Racela
      Mahidol University
    • Srividya Raghavan
      Institute of Management Technology (IMT), Hyderabad
    • Shalini Rahul Tiwari
      Institute of Management Technology
    • Lukman Raimi
      American University of Nigeria, Yola, Adamawa State
    • Prashant Raman
      FMS – WISDOM
    • Veena Rao
      Manipal Academy of Higher Education
    • Parag Rastogi
      Management Development Institute
    • Pável Reyes-Mercado
      Universidad Anahuac Mexico Norte
    • Raghunath Rudran
      T A Pai Management Institute
    • Stuti Saxena
      Central University of Haryana School of Arts Humanities and Social Sciences
    • Davinder Singh
      BML Munjal University
    • Surabhi Singh
      IMS Ghaziabad
    • Lavanchawee Sujarittanonta
      Silpakorn University International College
    • Anna Svirina
      Kazan National Research Technical University
    • Thavorn Thitthongkam
      The Catholic University of New Spain, Florida
    • Rua-Huan Tsaih
      National ChengChi University
    • Tatjana Vasiljeva
      RISEBA University
    • Apoorva Vikrant Kulkarni
      Symbiosis International (Deemed University), Pune
    • Rodrigo Villalobos Araya
      Universidad Tecnológica de Chile INACAP, Chile
Author guidelines

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.

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:

  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 1000 and 12,000 words in length, excluding appendices, references, and supplementary materials.

Case Study Title: A title of not more than eight words should be provided.

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.

Notes/Endnotes: Notes or Endnotes should be used only if absolutely necessary and must be identified in the text by consecutive numbers, enclosed in square brackets and listed at the end of the teaching case.

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: References to other publications must be in APA 6th Edition reference style and carefully checked for completeness, accuracy, and consistency. This is very important in an electronic environment because it enables your readers to exploit the Reference Linking facility on the database and link back to the works you have cited through CrossRef.

You should cite publications in the text: (Adams, 2006) using the first named author’s name or (Adams and Brown, 2006) citing both names of two, or (Adams et al., 2006), when there are three or more authors. At the end of the paper a reference list in alphabetical order should be supplied.

For books: Surname, Initials. (year), Title of Book, Publisher, Place of publication. 

For example, Harrow, R. (2005), No Place to Hide, Simon & Schuster, New York, NY.

For book chapters: Surname, Initials. (year), Chapter title, in Editor’s Initials. Surname (Ed./Eds), Title of Book, Publisher, Place of publication (pages).

For example, Calabrese, F.A. (2005), The early pathways: theory to practice – a continuum, in M. Stankosky (Ed.), Creating the Discipline of Knowledge Management, Elsevier, New York, NY (pp. 15-20).

For journals: Surname, Initials. (year), Title of article, Journal Name, Volume(number), pages. 

For example, Capizzi, M.T. and Ferguson, R. (2005), Loyalty trends for the twenty-first century, Journal of Consumer Marketing, 22(2), 72-80.

For published conference proceedings: Surname, Initials. (year of publication), Title of paper, in Initials. Surname (Ed./Eds), Title of Published Proceedings which may include Place and Date(s) held, Publisher, Place of publication, Page numbers.

For example, Jakkilinki, R., Georgievski, M. and Sharda, N. (2007), Connecting destinations with an ontology-based e-tourism planner, Proceedings of the 2007 International Information and Communication Technologies in Tourism Conference, Ljubljana, Slovenia, Springer-Verlag, Vienna (pp. 12-32).

For unpublished conference proceedings: Surname, Initials. (year), Title of paper, paper presented at Name of Conference, place of conference, date of conference, available at: URL if freely available on the internet (accessed date). 

For example, Aumueller, D. (2005), Semantic authoring and retrieval within a wiki, paper presented at the European Semantic Web Conference (ESWC), Heraklion, Crete, 29 May-1 June, available at: http://dbs.unileipzig.de/file/aumueller05wiksar.pdf (accessed 20 February 2007).

For working papers: Surname, Initials. (year), Title of article, working paper [number if available], Institution or organization, Place of organization, date.

For example, Moizer, P. (2003), How published academic research can inform policy decisions: the case of mandatory rotation of audit appointments, working paper, Leeds University Business School, University of Leeds, Leeds, 28 March.

For encyclopaedia entries (with no author or editor): Title of Encyclopaedia (year), Title of entry, volume, edition, Title of Encyclopaedia, Publisher, Place of publication (pages).

For example, Encyclopaedia Britannica (1926), Psychology of culture contact, Vol. 1, 13th ed., Encyclopaedia Britannica, London and New York, NY (pp. 765-71).

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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