Understanding Emerging Markets : Building Business Bric by Brick

Acknowledgements 9(2) Introduction 11(4) What is an Emerging Market? 15(28) Main Characteristics 15(5) The BRIC Countries 20(8) Market Opportunities 28(7) The Emerging Middle Class 35(8) Starting Off 43(13) Common Mistakes 43(3) First Mover Advantage 46(5) Own Forces Vs Partnership 51(5) Working Environment 56(49) Internal Resources 56(18) External Forces 74(31) Building the Business Model 105(39) Entry Strategy: Trading or Manufacturing? 105(6) Engineering the Marketing Mix 111(33) The Importance of Ethics 144(29) Sustainable Development 144(10) Red Tape, Corruption and Values 154(8) Corporate Social Responsibility (CSR) 162(11) Emerging Global Challengers 173(36) The Emerging Companies 173(10) A New Geopolitical Scenario 183(26) Appendices 209(29) Bibliography 238(4) Index 242(5) About the Author 247