Exploring the feasibility of using internationally based literature theory to formulate emerging market strategies for Africa

This study set out to explore the feasibility of using international based literaturetheory to formulate emerging market strategies for South African companieslooking to expand into Africas emerging markets. The level of confidence withwhich South African companies can base their African emerging marketstrategies on the literature and studies done on international emerging marketstrategies is what will be explored in this study. The scope of this study includes methods of identifying emerging markets,optimal strategy choices for emerging markets, effective distribution channelselection methodologies and appropriate diversification options. To ensure thestudies relevance across the broader spectrum of both South Africancompanies as well as Africas emerging markets, the companies studied wereselected for their collective representation. The research design employed for this study was qualitative and exploratory innature. The findings based on the eight South African companies studied overthe period point to the conclusion that the international theory contained in theliterature is indeed relevant to both South African companies as well as Africasemerging markets and that it can be used effectively and confidently toformulate efficient and sustainable expansion strategies for these markets. © 2010 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria Please cite as follows: Sutherland, SW 2010, Exploring the feasibility of using internationally based literature theory to formulate emerging market strategies for Africa, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-07162011-154426/ > F11/538/ag