Abstract
Emerging economies offer tremendous potential for organisations seeking to expand globally and to attain the associated rewards. However, organisations differ in their entrepreneurial tendencies to enter new markets and to introduce new products in emerging economies. Organisations also differ in their abilities to manage their development programs, that is, their execution of different types of projects that lead to success in emerging markets. Finally, organisations differ in which overall measures of program performance are consistent with their strategic objectives. This study provides a literature foundation and conceptual framework designed to understand which market entry and product line strategies and performance measures are appropriate for organisations pursuing strategic success in emerging markets.
 This study sets forward grounded propositions that different strategic types will vary in their market entry and product line strategies, in the project composition of their development programs, and in the orientations of performance measures used to evaluate their development programs. Prospectors, according to type, will enter emerging economies by introducing new product lines to new customer types, and by emphasizing new-to-the-world products. They will evaluate their development programs with Growth-oriented performance measures. Defenders will more typically occupy secure niches within emerging economies by emphasizing product improvement and cost reduction projects for current types of customers. They will evaluate their development programs with Efficiency-oriented performance measures. Analyzers will either target new customer types with proven products, or serve an existing market niche with new product lines. They will evaluate their development program performance with Strategy-oriented measures.
Highlights
As global competition increases, organisations ought actively to pursue the tremendous opportunities for strategic success in emerging economies
This study proposes that future researchers will understand more clearly the behaviour of different organisation types in emerging economies, if they consider their entrepreneurial traits, their market entry and product line strategies
Organisation Types and Program Performance Measures in Emerging Markets: This study suggests an investigation into whether Growth-oriented or Efficiencyoriented measures for development program performance are more important to each organisation type when entering emerging economies
Summary
Organisations ought actively to pursue the tremendous opportunities for strategic success in emerging economies. The Miles and Snow typology of organisation strategy suggests that Prospectors will target new types of customers with new product lines, Defenders will serve existing types of customers with existing product lines, and Analyzers will target new customers with existing product lines or serve existing customers with new product lines While this differentiation in entrepreneurial traits among organisation types is generally accepted, the literature has not fully developed how the differences affect the market and product development programs of organisations entering emerging markets. Considering the Miles and Snow organisation typology and the Griffin and Page project typology, this study proposes that Prospectors will emphasize more new to the world projects in their development programs; Defenders will emphasize product improvements; and Analyzers will emphasize market re-positionings and additions to product lines. This study proposes that future researchers will understand more clearly the behaviour of different organisation types in emerging economies, if they consider their entrepreneurial traits, their market entry and product line strategies. This study provides a useful literature foundation and conceptual framework for future contributors to this important research stream and for managers of organisations entering emerging economies
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
