Competing in Emerging Markets will focus on the steps of the market entry process from various viewpoints and stakeholder perspectives, from developed country MNCs to emerging market local champions looking to expand overseas to smaller local firms everywhere looking to grow new value! We will look at this new market entry process from (1) revenue related motives, like new sources of demand, to enter profitable markets, to exploit monopolistic advantage, to react to trade restrictions and to diversify internationally, and also from (2) cost related motives, including gaining economies of scale, using foreign production factors, using foreign raw materials, using foreign technology and reacting to exchange rate moves.
Theme: Developing the strategies for new market entry
Case1: Yamato Transport Replicating Japanese success in Singapore
Theme: Implementing new market entry through systematic marketing plans
Case2: Haier in India: Looking for mass markets beyond China
Article1: Distance still matters: The hard reality of global expansion
Theme: Refining marketing plans for new market sustainability
Case3: Novozymes: Cracking the Emerging Markets code?
Theme: Managing global market expansion and new market entry plans
Case4: The future of retailing: Will Uniqlo turn the world Japanese?
Article2: Managing global expansion: A conceptual framework
Yamato Transport Replicating Japanese success in Singapore
Haier in India: Looking for mass markets beyond China
Novozymes: Cracking the Emerging Markets code?
The future of retailing: Will Uniqlo turn the world Japanese?
No course textbook will be required but some textbooks will be suggested for optional follow-on readings after the course has finished.