International marketing consultant Russell Miller takes a close,
pragmatic look at the movement to privatization that is sweeping
the important markets of Western and Central Europe, Latin America,
and Asia, and lays out the business opportunities and challenges
that U.S. corporations and others worldwide will find there. He
identifies the market dynamics created by newly privatized
companies, the problems of reaching them, and the approach
strategies that U.S. and other companies would find most
productive, such as the creation of strategic alliances, enterprise
restructurings, expanded technical relationships, and export market
development. He also identifies the methods, objectives, and
locations of leading privatization programs. The result is a rich,
useful study of the vast new markets now opening up worldwide, and
insights into how corporations here and abroad can access them and
benefit from them. Essential reading for top-level executives in
corporations with aspirations abroad, and for their marketing,
strategic planning, and international business development staffs.
During the past decade, thousands of former state-controlled
companies in more than 100 different countries have entered the
private sector. These firms range in size and commercial
significance from small family-owned kiosks in Russia to some of
the largest, most influential corporations in Western and Central
Europe, Latin America, and Asia. Miller provides a comprehensive,
business-oriented perspective on the origin and geographic
expansion of the privatization movement, and describes the methods
that governments use and the objectives they hope to achieve in the
divestment of state assets. He identifies theformative influences
on these new companies, as well as the operating needs created by
the privatization process. Privatization-intensive markets are
examined in relation to their importance, type of companies
involved, and the challenges they present. Miller's book also
discusses alternate methods of market expansion, such as reaching
newly privatized firms through a strategic marketing program. His
book will be essential reading for academicians and graduate
students in international business and world trade, as well as
their practitioner counterparts in corporations and multilateral
development agencies.
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