Topic outline

  • Module Overview

    Module Lecturer

    A very warm welcome to the module, my name is Margaret and I will be your instructor for the Strategies in Emerging Markets.  I hope you enjoy the module and find the content enriching.  My contact details are below, please feel free to contact me via email or MS Teams.  


    • Lecture Slides

      This course provides understanding and discussion covering emerging markets such as effects of globalisation, rise of disposable income, urbanisation, economic reforms, new opportunities and characteristics of multinationals and domestic firms within markets, assessing risk and opportunities in emerging markets. Real-life examples with detailed data and graphs are used for better learning experience through class discussion.

    • Course Learning Outcome

      CO1 Interpret the features of emerging markets and analyse opportunities presented by emerging in business/economic environment with particular emphasis on global businesses (C5, PLO2) 

      CLO2 Explain ethical challenges and issues of social responsibility common in emerging markets and how the environment can impact businesses and communicate the outcome effectively (A3, PLO5). 

      CLO3 Propose a solution to solve problems involving the impact of the emerging markets environment on managing business and marketing strategies (A5, PLO9)


  • Topic 1:National Differences


    • Overview Page

      The first topic on emerging markets concerns the systemic view from the perspective of  political systems, economic systems, and legal systems. These perspectives will deepen our understanding of how to formulate strategies for emerging markets. 

    • Discussion Forum

      Explain some of the risks that foreign companies face in emerging markets due to the political and legal framework.

  • Topic 2: Culture


    • Overview Page

      Hi welcome to the second topic of the module, culture.  From the perspective of culture, we want to understand how strategies for emerging markets are affected by cultures using the five dimensions of Hofstede:

      1. Social orientation

      2. Power orientation

      3. Uncertainty orientation

      4. Masculinity vs Femininity

      5. Time orientation


    • Discussion Forum

      Discuss the main cultural differences between emerging and developed markets.

  • Topic 3: Mode of Entry


    • Overview Page

      Congratulations to you for making good progress to this point. After being exposed to the ecosystem of emerging markets, we are now ready to delve into the different modes of entry into emerging markets.

    • Discussion Forum

      Explain with examples how infrastructure availability and efficiency affect multinationals’ decisions when entering emerging markets. 

  • Topic 4:Key Elements in SEM


    • Overview Page

      After reviewing the different modes of entry to emerging markets, we will now explore the key elements in devising strategies for emerging markets. 


    • Discussion Forum

      Provide your own perspective on the rationale for institutional voids and what companies can do to operate successfully in the presence of institutional voids.


  • Topic 5:Entry Strategies into Emerging Market Economies


    • Overview Page

      Welcome to this exciting topic on entry strategies into emerging markets.  We will realize the tremendous opportunities for growth in these markets in terms of demanding markets, cultures, and environments

    • Discussion Forum

      Discuss with examples some of the new businesses arising from changes in emerging markets.

  • Topic 6:Emerging Economies


    • Overview Page

      In this topic on emerging economies, we provide an overview of the growing emerging economies in the world and then we explore the participation of triad/non-triad firms' international expansion into the triad/nom-triad regions.  Finally, we apply the Flying Geese Model to study the pattern of shifting comparative advantage among the multi-national enterprise participation in these emerging economies. 


    • Discussion Forum

      In the context of the case study provided, discuss how  multinationals from emerging markets can compete globally.

  • Topic 7:Crafting and Executing Strategy


    • Overview Page

      Now that we are aware of the opportunities arising from emerging markets and economies, we will now explore the creation and execution of strategy to be successful in these markets.  The subtopics of the topic are as follows:

      1.Competing in Emerging Industries

      2.Competing in Turbulent, High Velocity Markets

      3.Competing in Maturing Industries
      4.Firms in Stagnant or Declining Industries
      5.Competing in Fragmented Industries
      6.Sustaining Rapid Company Growth
      7.Industry Leaders
      8.Runner-up Firms
      9.Weak and Crisis-Ridden Businesses
      •Ten Commandments for Crafting Successful Business Strategies

    • Discussion Forum

      Discuss the background factors in the framework for international business negotiations. How would these factors be in emerging markets setting?

  • Topic 8: Strategies for Competing in Global Markets


    • Overview Page

      As the COVID-19 crisis showed, we are inevitably linked in a global sense where events happening in one region will have some ramifications to other parts of the world due to the increasing connectivity in terms of transportation and information technologies.  In this topic on competing in the global markets, we will gain an understanding of the characteristics of global competition and the strategic options Strategy    for  local  companies  in  competing  against  global  challengers

    • Discussion Forum

      Discuss some of the issues that a firm may encounter with local agents/representatives and suggest ways to minimize these issues.

  • Topic 9: Marketing and Economic


    • Overview Page

      I hope you enjoyed the strategies which we could execute for emerging markets. In this topic,  I aim to discuss the political and economic changes affecting global marketing; the connection between the economic level of a country and the marketing task; marketing’s contribution to the growth and development of a country’s economy; the growth of developing markets and their importance to regional trade; the political and economic factors that affect the stability of regional market groups


    • Discussion Forum

      Explain with examples some of the new marketing opportunities for MNCs as new market segments evolve.

  • Topic 10: Emerging Markets and Global Strategy


    • Overview Page

      I hope you have enjoyed the class. Indeed we are entering some of the most exciting developments in emerging markets.  In this topic, we consider the factors affecting the success of multinational enterprise in emerging markets.  The factors include the following:

      1. Winning  Strategies for New Generation MNEs
      2. Strategic Alignments
      3. Dynamic Capability Building & Leveraging
      4. New Generation  of Offshoring & Outsourcing
      5. Organizational Ambidexterity

    • DIscussion Forum

      · 
      Discuss the factors that firms need to consider in researching emerging markets.

  • Topic 11: Global Economic Crisis and the Emerging Markets


    • Overview Page

      We are finally at the last topic of the module.  The global economic crisis does affect merging markets acutely given some of the inherent weaknesses of the institutional systems of these markets.  Therefore, in this topic, we will explore the following:

      1. Institutional systems are a critical and overlooked variable in global markets
      2. Different countries look differently across these measures
      3. Important implications for strategy

    • Discussion Forum

      Explain with examples of firms that seek to thrive in long-term for emerging markets.  


  • Assessment

    • Sample Examination