Volume 40, Issue #1

Fall 1998 Issue

FALL 1998 VOL. 40 · NO. 1 New Strategies in Emerging Markets Contrary to conventional wisdom, favorable government relations, pent-up demand, marketing productivity, marketing resources and on-the-spot learning can make early entry desirable even in emerging markets. Two management professors provide a framework that enables companies to assess long-term market potential, identify business prospects and […]

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