Chapter 3 Strategies in Emerging Markets

This chapter compiles and summarizes the various strategies in the literature about emerging markets (EMs). Moreover, competitive strategies, market entry strategies in the international market, developing marketing strategy, and Porter's competitive strategies are also presented and discussed. Competitive strategies, market entry strategies, developing marketing strategy, and Porter's competitive strategies don't directly deal with EMs but they are deemed to be helpful and relevant to the research problem in the study of the transformation of strategic alliances in Eastern and Central Europe. The reason for compiling the various strategies is because one can clearly understand from the literature that researchers do agree in the value of a strategy, but there is no shared view among researchers of what a strategy is, what its benefits are, and how it should be developed, implemented, and evaluated. At the end of the book, the authors have tried to assess how and to what extent those strategies are applicable and helpful for a firm operating in EMs.