Winning in Emerging Markets: A Roadmap for Strategy and Execution
Winning in Emerging Markets: A Roadmap for Strategy and Execution
Professor Tarun Khanna
21 February 2013
5.00pm - 6.30pm
SMU Mochtar Riady Auditorium
Singapore
While emerging markets are engines of growth against the backdrop of economies like that of the US, Europe and Japan, organisations need new sets of strategies and insights to successfully integrate into these markets. In his book, "Winning in Emerging Markets: A Road Map for Strategy and Execution", Professor Tarun Khanna and his co-author discuss how some organisations have successfully navigated their way around institutional voids present in emerging markets.
The common traits in these successful organisations are their adaptability and their ability to understand the local markets. While many are getting familiar with markets like China and India, a sense of doubt and unfamiliarity lingers over markets like Myanmar, Vietnam, Russia, South Africa and Latin America. Prof Khanna shared his views on the thorny issues pertaining to emerging markets.
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Business model experiments are complex in new markets, even for giants like Metro and L'Oreal. Patience and humility are key.
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It takes time, up to 15 years, for firms to figure out what aspects of their business model can be transferred to new contexts.
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Academia and businesses should conduct large-scale trials while embracing the chaotic and unstructured nature of emerging markets.
Speaker
Speaker
Professor Tarun Khanna
Director, South Asia Institute
Harvard University Jorge Paulo Lemann Professor, Harvard Business School
Tarun Khanna receiving his token of appreciation
