The growth of emerging markets has brought about increasing business opportunities. Since the 1990s a specific stream of literature has been exploring this issue. Anyway available studies about emerging markets are mainly focused on identifying suitable strategies for firms operating in consumer goods industries, while largely ignoring business-to-business markets. Nonetheless marketing challenges for business-to-business companies entering emerging markets may be different as compared to the ones faced by business-to-consumer companies. The purpose of this paper is to give a contribute to the mentioned debate by showing the results of an empirical analysis, based on the case study research method, of three Italian companies operating in Eastern Europe Countries. Moreover to give a further contribute to available knowledge the study analyzes firms characterized by different sizes and not only multinational corporation as in most of previous studies. Five business-to-business issues are detected: issues in the scenario; issues in building a sales network; issues with branding and communication activities; issues with products and solutions; issues about the competition.
Exploring marketing issues for business-to-business companies entering emerging markets
CASSIA, FABIO;
2010-01-01
Abstract
The growth of emerging markets has brought about increasing business opportunities. Since the 1990s a specific stream of literature has been exploring this issue. Anyway available studies about emerging markets are mainly focused on identifying suitable strategies for firms operating in consumer goods industries, while largely ignoring business-to-business markets. Nonetheless marketing challenges for business-to-business companies entering emerging markets may be different as compared to the ones faced by business-to-consumer companies. The purpose of this paper is to give a contribute to the mentioned debate by showing the results of an empirical analysis, based on the case study research method, of three Italian companies operating in Eastern Europe Countries. Moreover to give a further contribute to available knowledge the study analyzes firms characterized by different sizes and not only multinational corporation as in most of previous studies. Five business-to-business issues are detected: issues in the scenario; issues in building a sales network; issues with branding and communication activities; issues with products and solutions; issues about the competition.
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