Emerging Markets: Lessons for Business Success and the Outlook for Different Markets (The Economist Series)

Emerging markets offer huge potential for growth, yet many companies make big mistakes when expanding internationally.Using real experiences of companies, this book is aimed at both managers who are entering emerging markets and those already operating in them. Emerging Markets abounds with checklists and offers guidance on assessing political risk and the economic environment, getting the corporate structure right, and reaching the local market. It also covers issues such as acquisitions, joint ventures, tax incentives, corporate social responsibility, and marketing dilemmas.Written by two renowned consultants who advise blue-chip companies on emerging markets, this book is the premier guide to promise and perils of global expansion. Using the real experiences of companies, this is a practical guide to what businesses need to understand and do in order to be successful in emerging markets. Business opportunities in China, Russia, East Asia and Eastern Europe, including Turkey, offer increasing rewards if you get it right - and disaster if you get it wrong. Using the real experiences of companies wherever possible to illustrate the points it makes, this extensively updated and revised second edition of this book is aimed at both managers who are involved in entering emerging markets for the first time and managers who are already operating in them. It will serve as a guide on how to avoid mistakes other companies have made and how to detect weaknesses in current emerging market strategies. It looks at: Why successful companies often fail in emerging markets The need to manage expectations and for thoroughness Assessing political risk and the economic environment Getting the corporate structure right Issues concerning acquisitions and joint ventures Making the most of tax and other incentives Market research challenges and marketing dilemmas Reaching the local market Human resources - myths and realities Ethical issues and corporate social responsibility "As growth has slowed in the developed world and the forces that have led to globalisation gather pace, more and more companies are seeking to do business in emerging markets, which, if you judge the market right and pursue the right strategy, offer enormous opportunities. But many firms stumble when they go into an emerging market and end up disappointed. This book aims to help them to succeed and to identify the markets with potential."--Jacket