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Cross-border acquisitions of emerging markets firms: Factors that influence what marketing strategy is used

Strategic Direction

ISSN: 0258-0543

Article publication date: 12 June 2017




This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.


Merger and acquisitions (M&As) involving foreign firms is one of the many consequences of globalization. Participating in such cross-border ventures provides organizations with valuable opportunities to increase their presence on the international stage. But post-merger integration can be a time of considerable dilemma for the acquiring company. A major question facing most is what form marketing strategies should take. Are standardized approaches most relevant or is it better to adapt these strategies to ensure their suitability for localized environments? The issue is especially important for companies based within emerging markets. Statistics show that emerging market firms are increasingly engaging in cross-border acquisitions. However, research into the strategies deployed has thus far been minimal.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



(2017), "Cross-border acquisitions of emerging markets firms: Factors that influence what marketing strategy is used", Strategic Direction, Vol. 33 No. 6, pp. 26-28.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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