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How to expand into emerging markets

Carly Chynoweth
The Times
30 September 2009

PA’s head of emerging markets Dean White has contributed to The Times Business Section on how to expand into emerging markets.  The article gives a ten point guide on how to overcome the risks that come with trying to break through overseas. Dean is quoted throughout the guide, providing organisations with practical advice.   

Dean recommends organisations not to rely too heavily on secondary sources of information, as people or organisations can have a vested interest. Dean gives the example of government officials wanting to build trade links between countries.  Dean says “Nothing replaces being on the ground if you are considering going into a market.”  

Dean advises organisations to have an exit plan and highlights the importance of knowing how you would get assets and people out of the country if necessary.  Dean goes on to say “I would not recommend going into a new geography without a plan for how to get out if the business does not develop the way you expect.” 

Dean goes on to comment on the critical nature of relationships when expanding into emerging markets, saying “It is very difficult to win a tender for your goods and services if you do not have a relationship with that potential client.” 

Dean’s final word of advice is that you should learn from others’ mistakes.  Dean says “I would rather go with the pack because there is protection in being part of the herd. It’s nice to be able to see how others are doing. The first-mover advantage can be transitory at best.”

You can read the article in full here


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