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Emerging markets and Asia Pacific business

Stage 3, optional (compulsory for International Business pathway)

The course examines emerging markets’ commercial realities and national cultures within the context of a global economy. It assesses specific cases such as the BRIC economies (Brazil, Russia, India, and China), Turkey, South Africa, other Eastern European or Latin American countries, providing students with the necessary analytical skills to assess emerging markets for potential entry.

It also focuses on the opportunities and challenges that multinationals face when doing business and investing in emerging markets. The main aims are to encourage and stimulate an interest in Asia Pacific markets and provide a firm grounding in the contemporary economic, political, and cultural contexts of the Asia Pacific nations.

Topics covered

  • The evaluation of the overall attractiveness of emerging markets
  • Introduction to management databases
  • Entry modes and strategies of developed market for multinational enterprises (MNEs) in emerging markets
  • Family businesses in emerging markets
  • Research & development subsidiaries in emerging markets
  • Products and services for the “Bottom of the Pyramid”
  • Reverse innovation
  • Indian business leadership
  • Doing business in Brazil
  • Corporate governance in Nigeria

Asia Pacific Business:

  • The Asia Pacific economies
  • Chinese multinationals, strategies, and capabilities
  • Japanese multinationals, strategies and capabilities/Korean multinationals, strategies and capabilities
  • Toyota as a multinational
  • Mitsubishi Corporation
  • Huawei Technologies
  • Hitachi Technologies
  • Samsung Electronics
  • Triland Metals

Learning outcomes

  • Critically appraise theoretical models and their relevance and application to doing business in emerging markets 
  • Identify and critically evaluate the strategic issues and dilemmas that managers face in their efforts to expand into emerging markets
  • Critically evaluate the characteristics of emerging markets and appreciate the potential and difficulties in formulating and implementing strategies to successfully operate in them    
  • Critically evaluate and can distinguish the comparative strategies, organisation and capabilities of multinationals from various countries in the Asia Pacific region
  • Critically assess the factors that lay behind the rapid growth of the Asia Pacific region in the last five decades
  • Critically evaluate the global strategies of Asian MNEs, and their impact on Europe and host economies


  • Report [2500 words] (40%)
  • Three-hour written examination (60%)