Selling to Newly Emerging Markets

by Russell Miller

Overview

Significant sales opportunities exist in newly emerging markets around the globe—and many of them are missed. Because sales and marketing executives lack familiarity with the structure of the markets and the risks of working in them, Miller says, they often have little understanding of how to enter them. In this unusually well-researched book by an experienced international marketer, Miller concentrates on the unique characteristics, opportunities, and sales methods associated with newly emerging markets. He pays special attention to economies in transition in the newly independent states in Russia and the rapidly expanding markets throughout Eastern Europe. His book will be essential for organizations contemplating expansion internationally and for executives and scholars in educational and multilateral institutions with important interests in understanding new markets and how to benefit from them.

Miller maintains that because of a lack of familiarity with developing countries, executives in many organizations perceive inordinate risk in doing business with them. His book attempts, therefore, to provide the experience and insights that many well-trained but internationally inexperienced managers lack. He defines the typical characteristics of these markets, the factors that are important to market selection, and ways to reduce operating risk. Of critical importance is the choice of an appropriate market entry strategy, and Miller focuses on the relative merits of different types of foreign representation, plus the advantages and drawbacks of strategic alliances that involve direct investment and technology transfers. The result is a timely, useful, readable volume for sales executives almost anywhere, certainly for those in companies that have come to understand the importance of doing business globally.

Product Details

ISBN-13:	9781567200447
Publisher:	Bloomsbury Academic
Publication date:	04/23/1998
Pages:	288
Product dimensions:	6.14(w) x 9.21(h) x 0.69(d)
Lexile:	1400L (what's this?)

About the Author

RUSSELL R. MILLER is an international marketing consultant with wide and varied experience in marketing and strategic planning. For more than 20 years he was the senior vice president of international marketing for Zenith Electronics, and he has also held positions with AT&T, General Electric, Unisys, Ampex, and Boeing. As a recent advisor to the World Bank, the United Nations Development Programme, Vienna-based UNIDO, and the IESC, his assignments included those centering on the emerging markets of the former Soviet Union and on issues involving privatization, enterprise restructuring, and the conversion of defense industries into competitive, commercial enterprises.

Table of Contents

Emerging Market Development
Newly Emerging Markets
Benefits of the International Program
Emerging Market Characteristics
Targeting the Emerging Market
Risk Management
Payment Risk
Trade Barriers
Intellectual Property Risk
Political Risks
International Business Plan
Entry Strategies
Independent Distributors
Foreign Agents
In-Country Field Sales
Technology Transfers
Strategic Alliances
Service Exports
Russia and the Newly Independent States
The Russian Federation
Belarus
Ukraine
Central Asian Republics
Kazakstan
Eastern Europe
Hungary
Czech Republic
Selected Bibliography
Index

Editorial Reviews

With a special emphasis on countries of the former Soviet Union and Eastern Europe, the author explains the ins and out of expanding sales to emerging global markets. Typical characteristics of these markets are defined, and ways of reducing financial risk are discussed. Various entry strategies such as independent distributors, foreign agents, in-country field sales, technology transfers, strategic alliance, and service exports are examined. Annotation c. by Book News, Inc., Portland, Or.

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