Emerging Markets Consulting


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Emerging Markets Consulting

Emerging Markets Consulting

Increasingly business managers have to plan their strategies to take emerging markets such as India, China, Brazil and many other developing economies into account. Winning in Emerging Markets aims to provide a set of tools to allow businesses to make sense of the challenge and opportunity of rapidly growing new markets.

Part I – Conceptual Introduction: the Nature of the Challenges

In Part I of Winning in Emerging Markets the first chapter introduces the idea of “institutional voids” as a major challenge to companies trying to enter and succeed in emerging markets. These institutional voids take many forms but are where there is a lack of services, regulatory, information and other frameworks that support, and are taken for granted in, mature markets. This is an important contribution by Winning in Emerging Markets as it highlights important issues that could easily be missed by companies moving from highly developed economies.

Chapter 2 explores the response required to identify and deal with institutional voids in the new economies through case studies and toolkits. Some of the checklists may appear individually superficial but as part of the wider challenge are essential to provide background and for completeness. They are needed as it would be very easy, as the case studies show, for new entrants to make unconscious assumptions and not even check that all basic market functions exist in the target market.