2009 Q2 Book Review
Emerging Markets - Lessons for Business Success and the Outlook for Different Markets
By: Nenad Pacek and Daniel Thorniley
For a long time, many companies viewed under-developed markets as a strategic afterthought and, for the most part, tackled them in an opportunistic way. Though this partly explains why so many companies ended up disappointed with their sales and profits, there have been notable exceptions. More and more enterprises are beginning to approach these growth markets in a strategic, systematic way and are recognizing that any emerging-market initiative must be an integral part of their long-term strategy.
The authors of Emerging Markets explain how to acquire the needed flexibility, focus, investment, and attention required for market entry. The authors clarify how to rethink former business models, structures, brand building, marketing processes, and potential competition in order to gain success in these future growth markets.
Source: Business Book Review