Responding to global crisis: the contribution of emerging markets to strategic adaptation

Abstract

Purpose

The purpose of this paper is to identify and discuss ways in which exposure to the dynamic conditions of emerging markets can contribute to strategic adaptation and international competitiveness of developed market firms.

Design/methodology/approach

The paper includes a conceptual discussion which considers the global market for market transactions and examines six key strategies that can be utilized to restructure strategy and structure. Illustrations are drawn primarily from the global automobile industry.

Findings

The characteristics and rapidly developing capabilities evident in emerging markets provide fertile grounds for experimenting with new business strategies and structures. The paper identifies and develops six primary strategies for improving international competitiveness.

Practical implications

Involvement in emerging markets can provide a critical market test for conditions likely to be attached to government bailouts as well as valuable learning opportunities for international businesses.

Originality/value

The paper's originality and value lies in suggesting that emerging markets offer more than just alternative revenue streams and lower costs for firms seeking to adapt to difficult market conditions and in linking these strategic options to the global market in market transactions.

Citation

Enderwick, P. (2009), "Responding to global crisis: the contribution of emerging markets to strategic adaptation", International Journal of Emerging Markets, Vol. 4 No. 4, pp. 358-374. https://doi.org/10.1108/17468800910991250