Entering Emerging Markets [electronic resource] : Motorola's Blueprint for Going Global /
Schoenborn, Guenter.author.
The book describes the strategies and processes of a multi-national US corporation applied in entering emerging markets around the globe. It details the structured approach, innovative ways and concerted efforts involved. Executives learned how to gain foothold in unknown territory and how to deal with complexity and diversity. This process was strongly supported by: Sharing of learning, know-how and resources within the company and with the local partners, thus creating mutual added value, Applying a four phase template involving steps that are bold enough to ensure a strong market penetration and realistic enough to allow a business unit to follow. This is put in the context of external political, economic and social conditions impacting their emerging markets and the difficult transformation to a free economy and liberal society.
Originally published by Motorola University Press, 1999 (merely designed as a training manual for internal use). Now updated and expanded for the external reader.
Regions in Transition -- The 21st Century Has Entered the Door -- An Unprecedented Market Scenario -- The Exploration and Pre-Startup Phase -- The Startup Phase -- The Consolidation Phase -- The Maintenance and Expansion Phase -- Added Value of Market Entry Strategies -- Field Experiences in Virgin Markets -- The Crucial Role of Corporate Functions -- A New Challenge for Human Resources -- Looking Backward and Looking Forward -- Different Regions - One Mission -- The Price for Freedom and Prosperity.
The book describes the strategies and processes of a multi-national US corporation applied in entering emerging markets around the globe. It details the structured approach, innovative ways and concerted efforts involved. Executives learned how to gain foothold in unknown territory and how to deal with complexity and diversity. This process was strongly supported by: Sharing of learning, know-how and resources within the company and with the local partners, thus creating mutual added value, Applying a four phase template involving steps that are bold enough to ensure a strong market penetration and realistic enough to allow a business unit to follow. This is put in the context of external political, economic and social conditions impacting their emerging markets and the difficult transformation to a free economy and liberal society.
Motorola, inc.
Globalization.
Markets.
Emerging Markets/Globalization.