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Operating in Emerging Markets: A Guide to Management and Strategy in the New International Economy

Book Description

Master a complete roadmap for emerging market business success and profitability! Emerging markets are generating unprecedented opportunities, but 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. Too many American, European and Japanese companies continue to operate with a “developed world” mentality that seeks to merely adapt existing products and strategies, while underestimating the unique challenges of managing a business in radically different contexts. Operating in Emerging Markets draws from real-life examples and today’s most valuable research to offer a step-by-step blueprint for improving profitability in emerging markets. Pioneering researchers Dr. Luciano Ciravegna and Dr. Robert Fitzgerald walk you through understanding the true risks and challenges; identifying and investing the right resources; developing the right strategies, products, and processes; and learning from both the successes and failures that have come before you. An indispensable resource for all decision-makers in companies that are (or plan to) operating in emerging markets; and for all graduate business students who may do so in the future.

"Publications devoted to rapidly transforming economies are on the rise, but the contribution is often marginal. This new book, Operating in Emerging Markets, authored by  Luciano Ciravegna, Robert Fitzgerald, and Sumit Kundu, is an exception. It provides valuable insights into what makes these economies grow and prosper. Most importantly, it responds to the need for practical approaches to tapping emerging markets. Thus it should assist current and future managers in navigating these high-potential but high-risk countries." 

--S. Tamer Cavusgil, Callaway Professorial Chair and Executive Director, CIBER, J. Mack Robinson College of Business. Georgia State University

Table of Contents

  1. About This eBook
  2. Title Page
  3. Copyright Page
  4. Dedication Page
  5. Contents
  6. Foreword
  7. Acknowledgments
  8. About the Authors
  9. Emerging Markets, BRICS, N11, and Civets
  10. Introduction: Emerging Markets and the New International Economy
    1. Globalization, the Financial Crisis, and the Rise of Emerging Markets
    2. Structure of the Book
    3. References
  11. Part I: Opening the Black Box of Emerging Markets
    1. 1. What Are Emerging Markets?
      1. Emerging, Developing, Catching Up
      2. Economic Performance, GDP, and Emerging Markets
      3. Financial Markets and Macroeconomic Stability
      4. Political Instability and Economic Performance
      5. Wealth, Productivity, and Inequality
      6. Demography and Wealth
      7. Consumption and First-Time Buyers
      8. Infrastructure
      9. Market Institutions
      10. Sophistication of the Economy
      11. References
    2. 2. Markets and Institutions
      1. Introduction
      2. Understanding the Functioning of Markets: A Look to the Past
      3. Barriers to Trade and the Integration of International Markets
      4. Governments and Markets
      5. Governments and the Economy
      6. References
    3. 3. A Historical Perspective
      1. Introduction
      2. Global Economy I: 1850–1914
      3. Global Economy II: 1948–1980
      4. Concluding Remarks
      5. References
  12. Part II: Operating in Emerging Markets: A Step-by-Step Guide
    1. 4. The Determinants of Attractiveness and Four Dimensions
      1. Introduction
      2. Classifying the Determinants of Attractiveness: Necessary, Highly Desirable, Desirable, and Not Necessary Features
      3. Four Macro Dimensions That Shape Emerging Markets
      4. Operationalizing the Four Dimensions Analysis
      5. References
    2. 5. Managing Risk
      1. Introduction
      2. Defining Risk
      3. Expected and Unexpected Risk
      4. Location Risk and Targeted Risk
      5. Business Features: Identifying Where, What, and How
      6. From Location to Targeted Risk
      7. Assessing and Managing Risk
      8. References
    3. 6. Targeting Emerging Market Clients I: The Rich and the Middle Classes
      1. Introduction
      2. Targeting the Rich: Globalization and Luxury
      3. Targeting the Upper-Middle Classes: Urban and Aspiring to Become Super Rich
      4. Disconnected Markets, Growth Potential: Mass Markets in Emerging Economies
      5. The New Middle Classes
      6. References
    4. 7. Targeting Emerging Market Clients II: Strategies for the Base of the Pyramid
      1. Introduction
      2. Making the Poor Visible
      3. The BoP and Exclusion from Markets
      4. How Can Business Target the BoP Effectively?
      5. Building BoP Business Models, Not Just Products
      6. References
  13. Part III: The Emergence of Emerging Market Multinationals—Implications for Managers and Scholars
    1. References
    2. 8. Multinationals Based in Emerging Markets: Features and Strategies
      1. Introduction
      2. What Are EMNEs?
      3. State-Owned Enterprises, Conglomerates, and Specialized Players
      4. Internationalization
      5. References
    3. 9. The Internationalization of Emerging Market MNEs: A Critical Examination of International Business Theories
      1. Introduction
      2. The Roots of the IB Research
      3. A Review of Mainstream IB Theories and Their Applicability to the Internationalization of EMNEs
      4. Conclusion
      5. References
    4. 10. Conclusion
  14. Appendix: From Third World to Emerging Markets: Definitions, Contexts, and Meanings
    1. Bibliography
  15. Index