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Market Entry Strategies for Emerging Economies


Alena Kretzberg

Many multinational firms see emerging markets as one of their most important growth opportunities: Either they are planning market entry, have just entered the market, or have operated in the market for some time. The key issue is how they can build and sustain profitable operations. After an overview of existing theories around market entry and a comparison of entry conditions in Asian emerging countries, the book investigates success factors of foreign banks in Eastern Europe. A theoretical model of the most important performance determinants is built and subsequently tested with detailed empirical data. In addition, the book provides interesting insights on potential strategies after initial market entry. Industrial organization concepts are applied to the Chinese automotive sector, leading to practical recommendations on how to remain profitable in an increasingly competitive market.
Contents: Theories of entry strategies for emerging markets – Comparison of Asian emerging countries’ conditions – First mover advantage and firm performance: Banking markets in Eastern Europe and China – Post-entry strategies or how to remain in the market: The case of the Chinese automotive sector – Conclusions.