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Doing Business in Emerging Markets

Doing Business in Emerging Markets

Third Edition
Additional resources:

May 2021 | 376 pages | SAGE Publications Ltd
Written by leading scholars, this new third edition provides readers with a comprehensive and authoritative examination of emerging markets across the globe.

Fully updated in light of the COVID-19 pandemic and other recent macro drivers, the authors present analytical frameworks, tools and best practice insights to help readers develop a critical understanding of the growth economies presented within the book, alongside their common characteristics, evolution, and significance in the global economy.

Making use of original cases encompassing countries including Brazil, China, Russia, Thailand, Turkey and Uzbekistan, the authors explore the unique challenges and opportunities for emerging markets throughout the world today, including the rising middle class, partnering, and negotiation techniques. 

This text is essential reading for international business students, researchers and practitioners focused on business in emerging markets.

Part One: Foundation Concepts
Chapter 1: Emerging Markets - Setting the Stage
Chapter 2: What is an Emerging Market?
Chapter 3: Pathways to Economic Transformation: Common Characteristics of Emerging Markets
Cases for Part One

Hydrola: A French Company’s Expansion into Emerging Markets
The Brazilian Little way of Doing Business
Cilek – An Emerging Market Company Goes Global
The Janus Face of China’s Engagement in Africa – Stakeholder Perspectives
Part Two: Potential of Emerging Markets
Chapter 4: What Makes Emerging Markets Attractive?
Chapter 5: Assessing Market Potential of Emerging Markets
Cases for Part Two

ATOM – An Italian Family Firm Operating in Brazil
Lenovo – The Global Challenger from an Emerging Market
Chery Goes to Brazil – Challenges for an Automaker in an Emerging Economy
Starbucks in Russia – Challenges and Opportunities in an Emerging Market
Part Three: Managing in Emerging Markets
Chapter 6: Managing Operations in Emerging Markets
Chapter 7: Negotiations and Conflict Management in Emerging Markets
Chapter 8: A Bright -- if Uneven-- Future for Emerging Markets
Cases for Part Three

1MORE - A Late-Mover Headphone Maker in China
Can a Guerilla Sit Wherever It Wants? Best Buy Goes to Turkey
Bottled Water Industry in Uzbekistan: Multinational and Local Firms
Stora Enso – Corporate Reputation in an Emerging Market
An Expatriate Management Experience in Thailand


Find the Online Resources

Lecturer resources:

  • PowerPoint Slides

I have several textbooks that the students can choose from, amongst which are Peng, M. and K. Meyer (2011), International Business, Centage Learning: London and Cavusgil, S.T., G. Knight, and J.R. Riesenberger (2008) International Business, Pearson International, New Jersey, Dunning, J. and S.M. Lundan (2008), Multinational Enterprises and the Global Economy, 2nd edition. Cheltenham: Edward Elgar, and Ietto-Gillies, G. (2005), Transnational Corporations and International Production – Concepts, Theories, Effects. Cheltenham: Edward Elgar. The Cavusgil, S.T. et al. (2012) Doing Business in Emerging Markets, Sage Publishing is responsible for tackling the particularity of emerging markets.

Professor Johannes F. Stephan
Business Administration, Technical University of Freiburg
October 7, 2021

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