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

By Luciano Ciravegna, Robert Fitzgerald, Sumit Kundu

Published by FT Press

Published Date: Aug 29, 2013


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

Map: Emerging Markets, BRICS, N11, and Civets     xii

Introduction Emerging Markets and the New International Economy     1


Part I Opening the Black Box of Emerging Markets     13

Chapter 1 What Are Emerging Markets?     15

Chapter 2 Markets and Institutions     49

Chapter 3 A Historical Perspective     69


Part II Operating in Emerging Markets: A Step-by-Step Guide     104

Chapter 4 The Determinants of Attractiveness and the Four Dimensions     106

Chapter 5 Managing Risk     149

Chapter 6 Targeting Emerging Market Clients I: The Rich and the Middle Classes     184

Chapter 7 Targeting Emerging Market Clients II: Strategies for the Base of the Pyramid     213


Part III The Emergence of Emerging Market Multinationals–Implications for Managers and Scholars     239

Chapter 8 Multinationals Based in Emerging Markets: Features and Strategies     242

Chapter 9 The Internationalization of Emerging Market MNEs: A Critical Examination of International Business Theories (Written with Ying Liu* )     266

Chapter 10 Conclusion     294


Appendix From Third World to Emerging Markets: Definitions, Contexts, and Meanings     305

Index     325