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ISBN-10 0132983508ISBN-13 9780132983501
ISBN-10 0132983389ISBN-13 9780132983389
Author(s): Luciano Ciravegna; Robert Fitzgerald; Sumit Kundu
Publisher: FT Press
Copyright year: © 2014 Pages: 352

Emerging markets are generating unprecedented business opportunities. However, they are far more complex and risky than they may seem. Profiting in these markets entails retooling business models, products, and strategies to exploit these differences, instead of falling victim to them.

Although internationalizing to emerging markets has become a priority for American, European and Japanese companies, many organizations operate with a “developed world” mentality. They address developed markets first, and then adapt their strategies to emerging markets. This often leads them to underestimate the difficulties of managing a business in contexts that are radically different from those of developed economies.

Drawing from real-life examples and today’s most valuable research in International Business (IB) and Strategy, this book offers a step-by-step blueprint for improving profitability in emerging markets. It walks you through understanding the true risks and challenges; identifying and investing the necessary resources; developing strategies, products and processes suitable for emerging markets (instead of merely adapting existing ‘developed world’ models); and learning from both the successes and failures that have come before you.