ESCP Europe

This book exposes the strategy for entering new markets and then quickly gaining a competitive edge in those high growth regions. Advancing the discussion about emerging markets themselves and how organizations can best leverage the potential of these regions, the authors argue there is more to sizing up these markets than just evaluating data points related to size, population, and growth potential. In fact, they say the possibility to expand a companys progress in developing economies is to first asses the areas lack of institutional infrastructure and then, to formulate strategies around what the authors call "institutional voids" to the firms advantage.