Aim: The purpose of this study is to create new insights for service marketing in emerging markets by investigating the applicability of the literature on problems (that stem from the unique characteristics of services) that occur during the service marketing process of business consulting companies, and the strategies to cope with these problems. Additionally, this paper intends to elucidate the extent to which the position on the emerging market spectrum was related to the problems (that stem from the unique characteristics of services) during the service marketing process, and the strategies to cope with these problems.