Winning in Emerging Markets

Winning in Emerging Markets is a strategic guide for businesses navigating the complexity, uncertainty, and opportunity of high growth economies. Drawing on years of research and fieldwork, the authors explain why strategies that succeed in developed markets often fail when applied elsewhere. The book introduces the concept of “institutional voids”, gaps in infrastructure, regulation, and market intermediaries that shape how business is done in emerging economies. Rather than viewing these gaps as obstacles, the authors show how they can become sources of competitive advantage. Through detailed case studies from Asia, Africa, Latin America, and Eastern Europe, the book demonstrates how companies can adapt business models, build partnerships, and innovate locally. The emphasis is on understanding context rather than exporting assumptions. This is an essential read for executives, entrepreneurs, and investors looking to expand globally. It equips readers with a realistic, informed perspective on growth beyond mature markets.

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