New Strategies in Emerging Markets  

Oleh:

Quelch, John A. ; Arnold, David J.

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Sloan: Management Review vol. 40 no. 1 (1998), page 7-20.
Topik: MARKETS; strategies; emerging markets

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: SS27.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Once viewed as "less developed countries," emerging markets (EM s) now offer a significant growth opportunity for multinational corporations (MNC s). Because they differ dramatically from mature markets, however, they raise new strategic questions that traditional marketing frameworks do not resolve. While traditional models argue against first-mover advantages in EMs, additional sources of advantage - favorable government relations, pent - up demand, marketing productivity, marketing resources, and consequent learning - can make early market entry a desirable option. The authors provide a framework, oriented toward demand rather than risk, that enables companies to assess long - term market potential, identify business prospects, and predict potential benefits. Using the framework, companies can categorize EM s on the basis of short - and long - term potential.

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