Design your approach to expanding your company into emerging markets. Learn how to determine which markets to enter, win out over local competitors, deal with the speed of fast-changing market dynamics, and more.
- If you are wondering whether emerging markets matter to your business, ask yourself. - Does growth matter to you? GE derives 70% of its revenues from outside the United States, the exact opposite of 1980. - When 80% of its revenues came from the U.S. - Also, the number of active users on Facebook has grown by about 30% over the last two years.
Guess where the bulk of this growth came from. - Emerging markets, such as India, Indonesia, Brazil, and South Africa. So if you want to grow, you have little choice but to embrace the opportunity that emerging markets offer. These markets are growing at two to three times the pace of the developed markets. I'm Anil Gupta, the Michael Dingman Chair in Strategy, Localization, and Entrepreneurship at the Smith School of Business, the University of Maryland at College Park.
- I am Haiyan Wang, managing partner at China India Institute, a research and consulting organization based in Washington D.C. Over the last 20 years, we've co-authored three books on global strategy and worked with senior executives in dozens of global companies in the U.S., Europe, Asia, Latin America, and Africa. - [Anil] In this course, we built on our research and experience to share with you concepts, frameworks, and examples dealing with why emerging markets matter, how they differ from developed markets, and how you can succeed in these markets.
- We invite you to join us in this journey.
Which emerging markets should you enter? How do you enter the targeted market? Do you partner with another company, or go it alone? How should you deal with the regulatory constraints that you might face? Anil and Haiyan address these questions, and more. They also outline some of the issues that arise once you have entered an emerging market, such as how to win out over local competitors, market to the bottom of the pyramid, and deal with the speed of fast-changing market dynamics.
- How emerging markets differ from developed markets
- Designing entry strategies
- Identifying the right beachhead
- Competing and succeeding within the market
- Cultivating and leveraging the local ecosystem
- Dealing with rapid changes in market dynamics
- Leveraging China and India as global platforms
- Building the leadership for emerging markets