Future of Business in Emerging Markets , livre ebook

Marshall Cavendish International (Asia) PTE LTD - Nenad Pacek

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122 pages

English

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International business

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Publié par	Marshall Cavendish International (Asia) PTE LTD
Date de parution	01 juillet 2012
Nombre de lectures	0
EAN13	9789814398848
Langue	English

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The path to success in the emerging markets Wonderland is full of myths and legends. Nenad Pacek gives a truly insightful, practical and colorful perspective of the rabbit hole. This will be the road book for many international executives!
- mit Subasi
Member of the Executive Board and head of Latin America, CIS, Middle East and Africa, Beiersdorf
A must read book for executives who want to know what it takes to outperform competitors on a sustainable basis in emerging markets. The insights are highly valuable.
- Chris Zanetti
Regional Vice President, EMEA Merck Consumer Health Care
Nenad shares his wealth of experience in emerging markets in a concise and digestible manner for the busy executive. He has collected not only his own experiences, but draws on the best practice from the numerous companies with which he consults. This book is a must read for anyone trying to make sense of business and economics in today s dynamic and turbulent markets.
- Ian Hudson
President, EMEA, DuPont
As always, Nenad is stimulating and challenging. Are we up to the challenge?
- John Langdell
Vice President, Business Development International Markets, SC Johnson
This is a great read for anyone concerned with future business growth. The recommended concepts are to the point, practical in nature and therefore easy to apply in a real market and organizational context. Nenad s advice is built on solid foundations of thorough analysis of fundamental business drivers and consulting work with a large number of multinational companies.
- Jan Hillered, Senior Vice President, Europe and CIS, Western Union
A must read for Global Business Leaders... Nenad Pacek brilliantly combines the understanding of global macro trends, with real life business knowledge. This is what makes his work so valuable.
- Vladimir Makatsaria ,
President EMEA, Johnson Johnson Medical
Nenad Pacek s extraordinary new book will serve as both a tremendous resource and insightful guide in the coming decade for business leaders at all levels who want to build and sustain their business in the emerging markets. A must read!
- John Ryan
CEO, Center for Creative Leadership

Copyright 2012 Nenad Pacek
Published by Marshall Cavendish Business
An imprint of Marshall Cavendish International
1 New Industrial Road, Singapore 536196
genrefsales@sg.marshallcavendish.com
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Marshall Cavendish is a trademark of Times Publishing Limited
Other Marshall Cavendish offices:
Marshall Cavendish Corporation. 99 White Plains Road, Tarrytown NY 10591-9001, USA Marshall Cavendish International (Thailand) Co Ltd. 253 Asoke, 12th Floor, Sukhumvit 21 Road, Klongtoey Nua, Wattana, Bangkok 10110, Thailand Marshall Cavendish (Malaysia) Sdn Bhd, Times Subang, Lot 46, Subang Hi-Tech Industrial Park, Batu Tiga, 40000 Shah Alam, Selangor Darul Ehsan, Malaysia
The right of Nenad Pacek to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988.
All rights reserved
No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner. Requests for permission should be addressed to the publisher.
The authors and publisher have used their best efforts in preparing this book and disclaim liability arising directly and indirectly from the use and application of this book. All reasonable efforts have been made to obtain necessary copyright permissions. Any omissions or errors are unintentional and will, if brought to the attention of the publisher, be corrected in future printings.
A CIP record for this book is available from the British Library
eISBN 978-981-4398-84-8
Cover design by Cover Kitchen
Printed and bound in the United Kingdom by CPI Mackays
CONTENTS
Author s preface
Introduction
CHAPTER 1
Economic Mega-trends until 2020
CHAPTER 2
Strategic and Structural Success Factors
CHAPTER 3
Building and Executing Marketing Excellence
CHAPTER 4
Human Resources Wisdom for the Future
CHAPTER 5
Acquisitions as a Way to Grow
CHAPTER 6
Tips for Executive Survival and Advancement in Emerging Markets
CHAPTER 7
Best Practices for Medium-sized Firms Going Regional or Global
CHAPTER 8
Strategic and Business Economic Outlooks by Region
CHAPTER 9
Selected Economic Risks Executives Should be Aware of
Epilogue
Bibliography
About the Author
AUTHOR S PREFACE

THIS BOOK IS ABOUT TWO THINGS. First, it focuses on what companies must do today in order to be successful in emerging markets in the future. Second, it helps executives understand outlooks for various parts of the world. In its predominant business part, it focuses only on those things that I concluded were the most relevant after talking to countless executives and observing many firms over the last few years. This is not an international business textbook. It is a more advanced text, focusing only on critical success factors for the future. It has been written for those who wish to accelerate sales growth in emerging markets in a sustainable way and for those who wish to build strong market positions. This is not a scientific work and does not pretend to be, although it does use some good practices for writing qualitative scientific papers - before I labeled something a trend, there needed to be a critical mass of corporate opinion and/or actions underpinning it. The book is mostly about business practice, although in the first and last chapters I also put my international economist hat on to explain economic megatrends and medium-term strategic economic outlooks for key regions and countries.
This book has been written for executives at global, regional and country management level of sizeable international companies (and those that wish to become more international), but it will also be hugely beneficial for those executives who run international business for medium-sized firms who see stronger international business as a way to survive. One section of the book specifically addresses several key issues for medium-sized firms.
These opening words were the last I wrote for this book. I wrote the preface on a flight from Dubai to Vienna, my home base for over 20 years, considering why it took me over two years to write this relatively concise book.
The first reason for taking so long to complete the book is that I wanted to talk to, and observe, many senior regional and global executives operating in different sectors and find out how their strategies for international markets were changing, or in which direction they wanted them to change, in order to ensure lasting success in emerging markets. I was adamant that the core of the book had to be about corporate practice by people who have seen it all and whose livelihoods depend on finding sales growth in emerging markets. And I wanted enough executives to confirm certain trends that I had encountered during numerous advisory sessions. In other words, there had to be a critical mass of opinion or action before something became a visible trend.
Secondly, I wanted to use the input from in-house strategic planning corporate sessions, where I so often speak, advise and listen to multinationals as they plan for the future. Inputs from such in-house and client group sessions of the CEEMEA Business Group added another dimension to the individual views of executives.
Third, I wanted to have time to internalize what I d heard and let various trends sit in my mind for some time so that I could start adding personal dimensions and opinions as well as group the trends when they were ready to be put on paper. In other words, this book was being written even when I was not actually writing it. I wanted also to see how some of the new trends gelled with past lessons learned, which I described in my book, Emerging Markets: Lessons for Business Success and Outlook for Different Markets , in 2007.
And fourth, I just did not have enough time to write it quickly! As a result, this book was almost entirely written in three locations: aircraft, airport lounges and my home office, usually between 4 and 6 a.m., when my wife and two daughters were still fast asleep. They say that Stephen King wrote most of his horror stories starting at 4 a.m. In many firms, emerging markets expansion is actually beginning to look like a horror story, as executives are being asked to deliver more without the necessary resources!
This book is about preventing such horror stories from developing; it is about shedding light on the new complexities of international business; and it is ultimately about how to succeed in that complex emerging markets environment in the future.
I divided the book into several sections that describe what companies need to do today to ensure they outperform competition in emerging markets in a sustainable way: economic and business megatrends in the external environment; strategic and structural foundations for long-lasting success; marketing excellence issues; human resources issues; acquisitions as a way to grow a business; tips for executive survival and advancement; best practices for medium sized firms; and strategic economic outlooks for regions and selected markets.
I would like to thank all my clients who keep using my personal advice on business trends and markets - those who continue to use my company Global Success Advisors and CEEMEA Business Group corporate service to build, change or fine-tune their international strategies and to keep up-to-date with developments in markets around the world. Without executives generous input this book would not exist and this book is dedicated to the thousands of decent, smart, hard-working executives whom I have had the privilege to meet and interact with over the last two decades. And because this book is writte