Brazil, Russia, India, and China (BRIC) are among the largest and
fastest-growing economies in the world. The enormous size of the
customer base in these emerging markets is the strategic concern of
global business firms. Successful market performance in these
markets requires sound understanding of dynamic environmental
factors and timely investment of appropriate resources. This book
presents strategies for recognizing the challenges and optimizing
the opportunities for building network capabilities and competitive
advantage within the context of these emerging markets. Building
Network Capabilities in Turbulent Competitive Environments provides
a thorough review of the literature and an unparalleled abundance
of fascinating case studies featuring Japanese, Korean, and
indigenous business examples. To gather real-world information,
research teams made numerous field visits to many firms in the BRIC
markets to meet and interview executives and observe their
manufacturing and supply chain practices. The information in this
book is presented within a fully formulated theoretical framework
of three core competencies: technology competence (capability to
offer innovative products that fit these markets), customer
competence (capability to understand and satisfy different customer
needs), and linkage competence (ability to integrate technology and
customer competence). The book also covers the concepts of product
architecture and supply chain management to provide a more in-depth
analysis of global firms operating in BRIC markets.
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