Authors: Eleanor Eaton, Lothar Katz
Addresses: Eaton & Co., 2702 Ridge Top Lane, Arlington, TX 76006, USA. ' Leadership Crossroads, 6122 Bryan Parkway, Dallas, TX 75206, USA
Abstract: This paper provides a sweeping analytical review of the major developing and emerging (D&E) markets of Brazil, Russia, India and China, commonly referred to as the BRIC countries. The authors share their extensive business experience in designing successful entry strategies into the D&E markets for major US and European corporations, providing guidance and food for thought to Western companies looking for growth opportunities in new markets. After reviewing market characteristics, current state and business climate, the article discusses promising investment and engagement strategies for each of the economies covered, considering product and service sales, sourcing, as well as outsourcing opportunities.
Keywords: developing and emerging markets; new markets; BRIC countries; market entry strategy; strategic growth; business-friendly environment; government influence; business development; consumer markets; foreign investment; Brazil; Russia; India; China; sourcing; outsourcing; D&E markets.
International Journal of Business Environment, 2011 Vol.4 No.1, pp.3 - 21
Published online: 01 Apr 2011 *Full-text access for editors Access for subscribers Purchase this article Comment on this article