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NUCB Graduate School of Management

Competing in Emerging Markets Prof. Nigel Denscombe

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About the course

Competing in Emerging Markets will focus on the steps of the market entry process from various viewpoints and stakeholder perspectives, from developed country MNCs to emerging market local champions looking to expand overseas to smaller local firms everywhere looking to grow new value! We will look at this new market entry process from (1) revenue related motives, like new sources of demand, to enter profitable markets, to exploit monopolistic advantage, to react to trade restrictions and to diversify internationally, and also from (2) cost related motives, including gaining economies of scale, using foreign production factors, using foreign raw materials, using foreign technology and reacting to exchange rate moves.


  • Theme: Developing the strategies for new market entry
  • Case1: Yamato Transport Replicating Japanese success in Singapore


  • Theme: Implementing new market entry through systematic marketing plans
  • Case2: Haier in India: Looking for mass markets beyond China
  • Article1: Distance still matters: The hard reality of global expansion


  • Theme: Refining marketing plans for new market sustainability
  • Case3: Novozymes: Cracking the Emerging Markets code?


  • Theme: Managing global market expansion and new market entry plans
  • Case4: The future of retailing: Will Uniqlo turn the world Japanese?
  • Article2: Managing global expansion: A conceptual framework

Trust the experts

Nigel Denscombe

Professor, Graduate School of Management, NUCB Business School“Teaching it in the management classroom, doing it in the real business world” is a new kind of “hybrid” businessperson standing at the intersection of two key roles: global manager/owner and business educator. This is why in 2001 he c...


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