Title: Emerging market strategy development and implementation

Authors: Jack McCann; Don McCarren

Addresses: School of Business, Lincoln Memorial University, 6965 Cumberland Gap Parkway, Harrogate, TN 37752, USA. ' School of Business, Lincoln Memorial University, 6965 Cumberland Gap Parkway, Harrogate, TN 37752, USA

Abstract: Developing and implementing business strategy to compete in this changing global landscape of emerging markets is a difficult task for organisational strategists throughout the world. The risks and opportunities associated with an emerging market is one of the most challenging problems in strategy development today. Ultimately, every organisation must develop a strategy that is different, attracts customers, and produces a sustainable competitive advantage. The theoretical framework for this conceptual paper is the rational view that organisations seek to increase profits and grow revenue. This conceptual paper reviews the organisational literature regarding the emerging market and its impact on the global landscape. In addition, it presents a conceptual process for corporate strategy development and implementation that includes emerging market strategy as a key component. This model was adapted from the basic five stage process model of strategy-making, strategy executing, as presented in Thompson et al. (2012).

Keywords: corporate strategy; market strategy; global business strategy; emerging markets; competitive advantage; growth strategy.

DOI: 10.1504/JIBED.2012.049799

Journal for International Business and Entrepreneurship Development, 2012 Vol.6 No.3/4, pp.244 - 259

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 15 Oct 2012 *

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