Understanding Emerging Markets

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Understanding Emerging Markets

Research Paper
Articles Selected
1. Finding Your Strategy in the New Landscape
Atsmon, Y., Kertesz, A., & Vittal, I. (2011). Is your emerging-market strategy local enough?. Mckinsey Quarterly, (2), 50-61. 2. Let Emerging Customers Be Your Teachers
D'Andrea, G., Marcotte, D., & Morrison, G. (2010). Let Emerging Market Customers Be Your Teachers. Harvard Business Review, 88(12), 115-120. 3. Have You Restructured for Global Business?
Atsmon, Y., Kertesz, A., & Vittal, I. (2011). Is your emerging-market strategy local enough?. Mckinsey Quarterly, (2), 50-61.

Criteria in Selecting Articles
The criteria we used as a group in selecting the article were does the article assist us in improving our understating of competition in emerging markets, does the article apply to a broad range of situations, instead of one specific scenario, and provided discussion on the future of business in emerging markets. The article should focus on different dimensions associated with emerging markets.

Core Ideas and Arguments of Top Article
The core ideas and arguments of our top article are that the 2008 economic crisis should be a wakeup call for firms across the world. Firms must deals with how the crisis affects the company’s basic strategic environment and then explore how to translate in to changes in product and market focus, organizational and supply chain structure, talent management structure etc. Firm must define strategies which position the organization for competitive advantage, deciding what to do and what not to do, which industries to participate in, what products and services to offer, how to allocate resources and add value, and creating value for shareholders and other stakeholders by providing value to customers. Firms will need to address that risk by spending more time and attention selecting where and when they should invest in foreign opportunities. Firms will need to adapt to local...
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