Emerging markets today not only provide multiple goods and services to customers but also expose their behaviour to cross-cultural differences and innovations. The specialisation of the production process has also brought cultural changes with business penetrations in the low production skills regions across multiple countries. The international partnering in reference to production technology, co-branding, distribution and retailing may bring high success to the companies of the home countries by increasing market share in the region, as well as augmenting customer value for mutual benefit. Globalisation has opened many routes to marketing, including marketing opportunities through the internet and virtual shops. However, amidst increasing market competition, the rules of the game are subject to change without notice. In this process, a company must understand thoroughly all the moves of the rival firms from various sources. The locales of business rivalry have to be spotted and identified in order to assess their strengths. An intriguing aspect of the marketplace is that the nature of competition can change over time.
A technology, company, or product does not need to remain prey to another forever. Competitive roles can be radically altered with technological advances or with the right marketing decisions. The reduction in tariff barriers, duties and liberalisation processes world-wide has stimulated international marketing across regional boundaries. The recent trend of global business shows that multinational companies are following integrated strategies to gain a competitive advantage in the marketplace. This book addresses the impact of globalisation in the emerging markets towards enhancing business growth and working out effective market reforms to stimulate overall business growth; and it also serves as a knowledge hub to measure the global-local effects on business in the emerging markets.