Abstract

Emerging markets as represented by BRIC (Brazil, Russia, India and China) countries signify an enormous growth opportunity and a "must win" market for MNCs (multinational companies). It is estimated that by 2013, the middle class in BRIC countries will be larger than the population of Western Europe, USA and Japan combined. For companies focusing on developing new products, emerging markets represent a large and potentially attractive new customer base. Unfortunately, MNCs are strategically disadvantaged in developing new products for the emerging markets. Compared to developed markets, emerging markets have significant geographical, economic, social, culture, infrastructure and governmental differences. The problem is exacerbated as MNCs continue to rely on predictable business models that have been built on years of experience in developed markets. To become a market leader, MNCs must seriously challenge their existing business model and strategic framework to address the nuances of emerging markets. BRIC should be viewed through a different lens and the deeply embedded values, processes and resources modified to win in emerging markets.

Publication Date

11-18-2009

Document Type

Master's Project

Student Type

Graduate

Department, Program, or Center

Industrial and Systems Engineering (KGCOE)

Advisor

Boehner, Robert

Comments

Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works in February 2014.

Campus

RIT – Main Campus

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