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The global chess game … or is it go? Market‐entry strategies for emerging markets
Author(s) -
Nielsen Christine
Publication year - 2005
Publication title -
thunderbird international business review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.553
H-Index - 37
eISSN - 1520-6874
pISSN - 1096-4762
DOI - 10.1002/tie.20060
Subject(s) - emerging markets , industrial organization , business , global strategy , competitor analysis , foreign direct investment , game theory , marketing , chinese market , economics , international trade , market economy , china , microeconomics , political science , finance , law , macroeconomics
Two contrasting metaphors of market‐entry strategy for emerging markets are developed in this article: the Global Chess Game and the Game of Go. Understanding these paradigms is critical for business success and for building robust theories of international competitor analysis in emerging markets, particularly in Asia. The Game of Go represents a long‐term strategy of Japanese companies, dominant foreign direct investment players in the region, and it represents the global strategy of many Asian emerging market companies as they grow within the region and beyond. A Competitor Analysis Framework for Emerging Markets is proposed that incorporates culture and other antecedents as precursors of competitor analysis and strategy formulation. © 2005 Wiley Periodicals, Inc.