Winning in Emerging Markets: A Road Map for Strategy and Execution

Most books thus far on emerging markets are either investing-oriented (Mobius, Pereiro), or country- or market-specific (Farrell, Lindahl), or descriptive (Friedman, van Agtmael). No book has definitively targeted the corporate strategists who need a practical framework and assessment tools for analyzing emerging markets, identifying new business opportunities, and planning strategy and execution.

This book does just that. Rather than defining emerging markets by particular size or growth qualifications, Palepu and Khanna argue that the primary exploitable characteristic of these markets is their lack of developed infrastructures and institutions that might enable efficient business operations. Credit card systems, intellectual property adjudication, and data research firms are all market intermediaries taken for granted in advanced economies, for example, and operating without them poses specific challenges--as well as major opportunities.

Building upon of the authors' series of popular HBR articles on the topic, the book gives managers a systematic framework for assessing the institutional context of any emerging market so that they can spot institutional voids, position themselves in the market, and finally build execution strategies that factor in an informed prognosis of that market's future.