Doing Business In Emerging Markets

By the end of this course, students should be able to recognise the diversity, economic development and economic potential of selected emerging market countries, evaluate them in terms of their market potential and identify how foreign and emerging market multinationals, SMEs and Social Entrepreneurs enter into these markets. Students will learn to analyse specific strategies for developing business and learn to research and appreciate the unique context of the emerging market country. The course will also discuss investment opportunities in selected emerging market countries and how entrepreneurs can take advantage of various internationalisation networks (e.g., governments, private organizations, NGOs and cooperatives) and strategies for investing in this region. Finally, the course supports the development of skills in the areas of analytical and critical thinking, and provides participants with the bases to look beyond aid and negative perceptions and focus on facts and prospects when thinking about business in emerging markets.

The course is structured as follows:

1)      Emerging markets as a market area

2)      Business cultures in selected emerging markets

3)      Business opportunities for foreign firms entering emerging markets

1. a. Base of the pyramid and business opportunities in Africa
2. b. Startups in African and success cases
3. c. Relationship-building and networking in emerging markets
4. d. Innovation strategies in emerging markets and key success and unsuccessful cases
5. e. Competing in African business and other emerging markets
6. f. How do we explain Western Investment and the recent push for Chinese investments?

4)      Planning and management of entry and marketing strategies into selected emerging markets

• a. Entry strategies into Emerging markets
  • i. Acquisitions and international joint ventures entry strategies
  • ii. Project marketing in emerging markets
• b. Human resource management practices in selected emerging markets

5)     Business and Social Entrepreneurship in emerging markets – perspectives of domestic and international entrepreneurship

• a. Classification of Entrepreneurship -Institutional, Social and Entrepreneur Dimensions
• b. Social entrepreneurship and social enterprises in emerging markets