Ideas from Tovstiga, George


Emerging Market Strategy: Creating Order out of Chaos

Idea posted: May 2014
  • Strategy
  • Marketing
  • Operations
Institutions: Henley Business School

New and emerging markets present a wealth of opportunities but they also comprise highly complex business environments that can change rapidly. The key to success is understanding – understanding competitors and what they are up to; understanding consumers and what they want, now and into the future; and understanding the host governments of the countries you are targeting. It’s a complex process but recent research proposes a two-step approach to strategic thinking that can help make sense of these emerging economies.  

Idea #373
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