Entering Emerging Markets: Motorola's Blueprint for Going Global [Paperback]

At Motorola they have firsthand knowledge of what it takes to make a company a global leader. Today, the company maintains sales, service and manufacturing facilities throughout the world, conducts business on six continents and employs a large workforce worldwide. But like many US corporations, Motorola's early engagement in emerging markets was l- ited until political changes opened up new opportunities for growth. Since then, Motorola has endorsed a strategy to sell its products, systems and services in these emerging markets and to help new governments establish a telecommunications infrastructure in their countries. Motorola has turned this strategy into a reality throughout Europe, Asia, Africa, the Middle East and Latin America but the course has not been easy. It has taken vision, teamwork, and most important, a plan. In this book, we outline Motorola's working model for emerging markets: a fo- step process that is bold enough to support an aggressive market penet- tion, but realistic enough for any business to follow. Since Motorola was founded in 1928, its main objective has been total customer satisfaction. But satisfying customers can be a real challenge in an emerging market. This book details the experiences of Motorola exe- tives with hands-on experience, who learned that they had to understand the demands of their new customers and consider their cultural differences.Regions in Transition.- The 21st Century Has Entered the Door.- An Unprecedented Market Scenario.- The Exploration and Pre-Startup Phase.- The Startup Phase.- The Consolidation Phase.- The Maintenance and Expansion Phase.- Added Value of Market Entry Strategies.- Field Experiences in Virgin Markets.- The Crucial Role of Corporate Functions.- A New Challenge for Human Resources.- Looking Backward and Looking Forward.- Different Regions - One Mission.- The Price for Freedom and Prosperity.

The book describes the strategies and processes of a multi-national US corporation applied inlc4