Already cited by the Financial Times, Forbes.com, The Economic
Times, WSJ/Mint and several other prominent global business
publications, Winning in Emerging Markets is quickly becoming the
go-to book for mapping a strategy for entering new markets--and
then quickly gaining a competitive edge in those high growth
regions. Advancing the discussion about emerging markets themselves
and how organizations can best leverage the potential of these
regions, Tarun Khanna and Krishna Palepu -- both well respected
thinkers on the subject -- argue there is more to sizing up these
markets than just evaluating data points related to size,
population, and growth potential. In fact, they say the possibility
to expand a company's progress in developing economies is to first
asses the area's lack of institutional infrastructure--and then to
formulate strategies around what the authors call "institutional
voids" to the firm's advantage. Khanna and Palepu say the primary
exploitable characteristic of an emerging market are such voids,
and though they create challenges, they also provide major
opportunity both for multinationals and local contenders. Winning
in Emerging Markets serves as a playbook for measuring a market's
potential and for crafting a strategy to succeed there.
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