Operating in Emerging Markets A Guide to Management and Strategy in the New International Economy

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2013-08-29
  • Publisher: FT Press

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Master a complete roadmap for emerging market business success and profitability! Emerging markets are generating unprecedented opportunities, but they are far more complex and risky than they may seem. Profiting in these markets entails retooling business models, products, and strategies to exploit these differences, instead of falling victim to them. Too many American, European and Japanese companies continue to operate with a “developed world” mentality that seeks to merely adapt existing products and strategies, while underestimating the unique challenges of managing a business in radically different contexts. Operating in Emerging Markets draws from real-life examples and today’s most valuable research to offer a step-by-step blueprint for improving profitability in emerging markets. Pioneering researchers Dr. Luciano Ciravegna and Dr. Robert Fitzgerald walk you through understanding the true risks and challenges; identifying and investing the right resources; developing the right strategies, products, and processes; and learning from both the successes and failures that have come before you. An indispensable resource for all decision-makers in companies that are (or plan to) operating in emerging markets; and for all graduate business students who may do so in the future.


"Publications devoted to rapidly transforming economies are on the rise, but the contribution is often marginal. This new book,  Operating in Emerging Markets , authored by  Luciano Ciravegna, Robert Fitzgerald, and Sumit Kundu, is an exception. It provides valuable insights into what makes these economies grow and prosper. Most importantly, it responds to the need for practical approaches to tapping emerging markets. Thus it should assist current and future managers in navigating these high-potential but high-risk countries." 

--S. Tamer Cavusgil, Callaway Professorial Chair and Executive Director, CIBER, J. Mack Robinson College of Business. Georgia State University

Author Biography

Dr. Luciano Ciravegna is Lecturer (Tenure Track Asst. Prof.) in Strategy and International Business at the Royal Holloway School of Management, University of London. He is also a Visiting Professor at the ESCP-EAP Business School; INCAE Business School, Costa Rica; Los Andes Business School, Bogotá; Visiting Fellow, London School of Economics; and Reviewer at The Journal of Development Studies.


Dr. Robert Fitzgerald is Reader in Business History and International Management at Royal Holloway. He has published widely on global and comparative business and on business history, and has conducted extensive research in the UK, US, Canada, Australia, South Africa, Ireland, Japan and South Korea.

Table of Contents

Section 1: Identifying the Challenges

1. Understanding Emerging Markets and Finding Opportunities

2. Creating Blue Oceans in Emerging Markets

3. Finding the Appropriate Positioning

4. Understanding Customers’ Needs from the Top to the Bottom of the Pyramid

5. Delivering Your Goods and Services Where the Roads Have No Name

6. Leveraging Your Competencies to Compete in Emerging Markets

7. Learning from Past Mistakes

Section 2. Risks

8. Managing Macroeconomic Risk

9. Managing Political Risk

10. Managing the Risk of Operating Amidst Conflict and Violent Crime

11. Succeeding in Emerging Markets


A complete, case-study-driven blueprint for building profitable businesses in emerging markets.

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