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Strategic contingency theory maintains that a successful strategy should fit the features of the environment in which it is implemented, suggesting that different strategies are required in different world markets. In contrast, Porter posited three generic strategies, and asserted that to be effective firms should consistently use only one of the three. This paper aims to address this apparent disagreement by discussing the transfer, by developed‐country multinational companies (MNCs), of a cost‐leadership strategy to emerging markets.

Presenting theoretical arguments, based on deductive reasoning and examples reported in business publications, the authors focus on why firms from developed countries may find a cost‐leadership strategy ineffective in emerging markets. This focus on both emerging markets as a group and on the ease of the transfer of the cost‐leadership strategy fills a gap in the international management literature.

It is argued that implementation of a cost‐leadership strategy by developed‐country MNCs is rarely effective in emerging markets, and that MNCs may benefit from using different strategies in different markets.

The paper provides at least a partial explanation as to why developed‐country firms may struggle when they apply a generic competitive strategy across countries. The contribution of this paper is two‐fold. First, it explores the question of emerging market strategies by focusing on developed‐country MNCs that use a cost‐leadership strategy in these markets. Second, the paper contributes an important critique of the claims made by some business strategy theorists that MNCs need to use a single generic strategy globally in order to achieve high performance.

This study aims to compare the extent of voluntary strategy disclosure in the annual/integrated reports of listed companies in an emerging market with the extent of strategy disclosure in the annual/integrated reports of listed companies in a developed market.

A developed market sample that was made up of the top 50 companies on the New York Stock Exchange and the Australian Stock Exchange was compared to an emerging market sample that was made up of the top 50 companies on the Johannesburg Stock Exchange and the Bombay Stock Exchange. The comparison was conducted by scoring the amount of strategy disclosure reported in the annual/integrated reports of the companies for the years 2011, 2012 and 2013.

The emerging market companies had average to good strategy disclosures in their annual reports, whereas the annual reports of companies in the developed market showed low strategy disclosure.

This study expanded upon the limited research available on strategy disclosure by comparing the extent of strategy disclosures in two developmental markets (the developed and emerging market).

Purpose – In this chapter we highlight the potential of critical and poststructural paradigms and associated qualitative research approaches for future research in strategy. In addition, we aim to contribute to the proliferation of applications of qualitative methodologies as well as to facilitate the diversity of qualitative inquiry approaches in the strategy field.

Methodology/Approach – Building on insights from standpoint theory, we discuss the importance and necessity of cultivating critical and poststructural paradigms in strategy. Furthermore, we review three related qualitative inquiry approaches (i.e., discourse analysis, deconstruction, and genealogy) and develop suggestions for their utilization in future strategy research on emerging market economies.

Findings – We highlight key concepts of critical and poststructural paradigms as well as of the selected approaches and provide a variety of examples relevant to strategy research to illustrate potential applications and analytic considerations.

Originality/Value of chapter – Critical and poststructural paradigms and related research methodologies are underutilized in strategy research; however, they are important contributions to paradigmatic and methodological diversity in the field generally and necessary approaches for developing our understanding of strategy phenomena in the context of emerging market economies specifically.

The vast majority of literature relating to operations management originates from studies in developed markets. Emerging markets are increasingly important in global business. With this in mind, the purpose of this paper is to analyze differences in outsourcing strategies between manufacturing firms from emerging markets and from developed markets.

The paper is based on statistical analyses of a large data set of manufacturing firms obtained from the International Manufacturing Strategy Survey (IMSS).

The findings suggest that companies that outsource internationally focus on achieving cost benefits, while companies that outsource domestically focus on achieving capacity flexibility. In addition, the reasons to outsource were found to be independent of the location of firms in both emerging and developed markets. However, within the group of firms from emerging markets, strategies seem to differ according to whether firms are domestically owned or are subsidiaries of companies from developed markets.

The decisions of firms to outsource do not differ much whether the firms are located in developed‐ or in emerging‐market economies. Firms outsource domestically when they want to increase their capacity flexibility; they outsource internationally when looking for cost advantages.

The value of the paper is that it illuminates an important contemporary phenomenon based on analyses on data from a large‐scale international survey encompassing firms both in developed and in emerging markets.

The momentous contribution of innovative technologies has made a significant impact in several sectors globally. However, the construction industry is undoubtedly lagging when it comes to technology usage. Thus, this study aims to explore the various emerging technologies in the construction industry while noticing stakeholders’ challenges and strategies in its use.

The study used a pragmatism research philosophy together with a quantitative research strategy in determining emerging technologies in the construction industry while noticing stakeholder challenges and strategies. Data were obtained from a total of 80 construction stakeholders through a structured questionnaire survey. The analysis was done with descriptive statistics using mean score ranking and a one-sample t-test.

Each emerging technology challenge was analysed and compared to see how pressing the challenges were as well as the aligned strategies. A key indication of this study is that the familiarity of the various emerging technologies was based on how many occasions one had an encounter with the technology.

The discussion’s findings contribute to a better knowledge to construction stakeholders on the challenges and strategies for rising technology adoption and implementation competencies.

The study reckoned stakeholders’ challenges on the emerging technologies in the construction industry context and recommended strategies to balloon the adoption of these emerging technologies in a developing country setting.

This paper aims to analyze how emerging market firms upgrade their capabilities by focusing on “uncommoditizing strategies” that enable them to achieve levels of international competitiveness beyond the comparative advantages of their home countries and serve markets with premium pricing, quality and reputation of products.

In this paper, the authors studied 18 Latin American companies across six countries. Latin America represents an ideal setting because many of these countries have traditionally developed using natural resource endowments, and their firms have tended to rely on these in their internationalization. To facilitate the analysis of each case and the comparisons across cases, the authors used the same analytical framework for the companies, identifying the sources of differentiation and cost efficiency strategies that enabled these firms to upgrade their capabilities and compete on the basis of premium pricing, quality and reputation.

The analysis identified a general framework that represents an abstraction of the actions taken by these companies over time. The proposed model consists of three main elements used to pursue uncommoditizing strategies: tropicalized innovation, global efficiency and coordinated control.

Recent research on emerging market firms has shown interest in how these firms upgrade their capabilities. This paper contributes to this stream of research by providing an overarching framework that not only bridged previous narrower studies but also explained how firms can develop uncommoditizing strategies to upgrade their capabilities. Further, this paper helps managers by providing a comprehensive yet succinct overview of the main strategies that they can use to help their firms to achieve international competitiveness.

Despite prior studies on cross-border acquisitions (CBAs) have analyzed the determinants of ownership strategies; there is still a quest for evidence on how the differences between home and host market characteristics affect the ownership percentage. Prior studies have acknowledged that entering host countries with greater uncertainty makes multinationals reluctant to acquire high levels of ownership. Nevertheless, emerging multinationals (EMNEs) are usually used to operating under greater levels of uncertainty than multinationals from advanced countries (AMNEs), which can imply different ownership strategies. The purpose of this study is to analyze the ownership percentage acquired by MNEs when designing a CBA in emerging or in advanced countries, and to analyze the extent to which the ownership strategy in emerging countries differs between EMNEs and AMNEs.

Mobile telecommunications industry is used as research setting to provide empirical evidence of the interaction effect of the advanced versus emerging nature of the host and home countries on the ownership acquired in CBAs.

Results confirm that both home and host countries' characteristics are relevant in explaining the ownership strategies of MNEs.

The authors contribute to the strategy and IB literatures by providing empirical evidence on the recent debate on whether the internationalization strategies followed by EMNEs are similar to the traditional patterns of AMNEs, and analyze how EMNEs differ from AMNEs in their ownership strategies in emerging countries. Focusing in the mobile telecommunications industry, the authors also contribute by extending the analysis to an international and cross-cultural setting that includes 48 mobile groups that come from 35 home and 81 host countries.

This chapter compiles and summarizes the various strategies in the literature about emerging markets (EMs). Moreover, competitive strategies, market entry strategies in the international market, developing marketing strategy, and Porter's competitive strategies are also presented and discussed. Competitive strategies, market entry strategies, developing marketing strategy, and Porter's competitive strategies don't directly deal with EMs but they are deemed to be helpful and relevant to the research problem in the study of the transformation of strategic alliances in Eastern and Central Europe. The reason for compiling the various strategies is because one can clearly understand from the literature that researchers do agree in the value of a strategy, but there is no shared view among researchers of what a strategy is, what its benefits are, and how it should be developed, implemented, and evaluated. At the end of the book, the authors have tried to assess how and to what extent those strategies are applicable and helpful for a firm operating in EMs.