2. Business Strategy
Upon completion of this chapter, you should be able to
• Explain how your business strategy relates to the ebocube model
• Identify the components of SWOT analysis
• Use the EM attractiveness template to segment and target emerging markets
• Discuss the advantages/disadvantages of direct or indirect partner/channel marketing and distribution
• Collaborate virtually with business stakeholders, both local and international
• Specify branding policies to help your company compete in emerging markets
• Understand the risks and benefits of co-branding
The main impetus for entering emerging markets (EMs) is to grow sales and increase profit. After all, potential demand is huge when compared to developed, saturated markets. However, ...
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