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Doing Business in Emerging Markets

Doing Business in Emerging Markets

Second Edition
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November 2012 | 416 pages | SAGE Publications Ltd

Electronic Inspection Copy available for instructors here

"A very timely book for students and managers related to business opportunities and risks inherent in emerging markets. Written by some of the foremost experts in international business, it is a comprehensive, practical and highly readable book."

Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University, Atlanta, US


There are many texts available on International Business, but only a few provide a comprehensive coverage of emerging markets, which now play a major role in global business and therefore require deeper study and analysis.

This accessible and engaging text focuses solely on these markets and provides extensive coverage. BRICs and other major emerging markets are examined in-depth. Prominent topics regarding emerging markets such as effects of globalization, rise of disposable income, urbanization, economic reforms, new opportunities as well as characteristics of multinationals and domestic firms within such markets are discussed. Real life examples, detailed data and graphs provide a comprehensive framework for a thorough understanding.

This fully revised and updated edition reflects the current issues, changes, challenges and opportunities facing businesses in emerging markets, including entry and negotiation processes, as well as risks and strategies.

The text is accompanied by a companion website which includes full text articles for each chapter, answers to end of chapter questions, and detailed chapter slides for tutors.

This text is essential reading for advanced undergraduate and postgraduate students studying international business and emerging markets as well as practitioners who want to increase their understanding of such markets.

 Visit the Companion Webiste at

S. Tamer Cavusgil is Fuller E. Callaway Professorial Chair and Executive Director, CIBER, at Georgia State University, U.S Pervez N. Ghauri is a Professor of International Business at King's College London, UK Ayse A. Akcal is a Research Associate in International Business at King's College London, UK

An Overview of Emerging Markets
Political, Legal and Cultural Framework in Emerging Markets
Economic Environment in Emerging Markets
Opportunities and Trends in Emerging Markets
Companies From Emerging Markets
Analysis of Selected Emerging Markets
Entry Modes and Strategies
The Negotiation Process and Strategies in International Business
Negotiations and Building Relationships in Emerging Markets
Assessing Risks and Opportunities in Emerging Markets


It is an interesting book. We still need to find out how it fits into our curriculum. The book is still being considered, but perhaps it will not be until at a later time.

Dr Gunnar Oskarsson
Business Administration , University of Iceland
February 13, 2013

For our Honours year module, 'Marketing in Emerging Markets' I have adopted this text as the core textbook.

Unlike most texts on International or Global Marketing where the topic of 'Emerging markets' tends to be very brief, at most limited to a single chapter, this book covers more topics, e.g entry strategies, negotiating, country screening... etc. Using this text book reduces the need to recommed several text books and academic papers to students.

I would recommend it to anyone who is teaching or studying the topical 'emerging markets'

Dr Thandiwe Mtetwa
Business School (Paisley), University of the West of Scotland
February 13, 2013

An extremely insightful book about emerging markets! Has been recommended to all the post graduate students, including MBA students who currently specialise in International Strategy

Mr Amer Shehzad
Lancashire Business School, University of Central Lancashire
February 11, 2013

From such distinguished authors knowledgeable in the field, you can only expect the best and this book proves one right. It provides a great overview of the challenges that emerging markets hold, but at the same time, it is detailed enough to understand where the challenges come from and how they can be overcome. The best book I have come across on this topic!

Professor Barbara Stoettinger
International Marketing & Management, Vienna University of Economics and Business Administration
December 11, 2012

Sample Materials & Chapters

Chapter One

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ISBN: 9781849201544

ISBN: 9781849201537