Time to call time on emerging markets: a critique and a new agenda

Purpose First developed in the 1980s, one of the most essential ideas in international business research has the been the concept of emerging markets. Since the start of the twenty-first century, empirical research has shown that there is no clear correlation between long-term real growth in gross domestic product and real equity returns in firms active in emerging markets. The purpose of this paper is to develop an explanation for both the pervasiveness and endurance of the emerging market discourse despite empirical evidence that substantially questions its very robustness. Design/methodology/approach The author offers a "weak form" critique of the emerging market discourse that identifies weaknesses and gaps in the emerging market concept and offers suggestions on how to modify it without fundamentally rejecting its conceptual and ideological core. This paper also offers a "strong form" critique of emerging markets as a discourse arguing that the discourse itself is actually propagated to maintain and reinforce global economic inequality and should, therefore, be fundamentally transformed. Findings Based on the strong form critique of emerging markets discourse, this paper shows how a three-phase process allows emerging market discourse to engender strategic and public policy practice. Scholars and educators play a pivotal role through their writing and discursive interactions with students and executives in their classroom. The centrality of scholars and educators is supported by the broader media ecosystem as well as being reinforced by interactions between executives and policymakers. Practical implications This paper makes the case that international business scholars and educators should play a leading role in fundamentally transforming the emerging market discourse and to launch a renewed critical, inter-subjective discussion of dependency and global inequality through three mechanisms: peer-review research; course syllabi and programs; and public intellectualism. Originality/value Through critical discourse analysis, this paper addresses for the first time how emerging markets as a concept has prospered in academic and managerial circles despite credible empirical evidence of its lack of robustness.