Peter Enderwick

The most disruptive change to the world economy over the past half century has been the rise of so-called emerging economies, particularly the large developing markets of China and India. While initially appealing to Western business as lower cost production locations, these economies are now amongst the world’s leading markets for the sale of goods and services, as well as a growing competitive challenge to established businesses. This book examines the competitive challenge presented by China and India as they increasingly influence international business activities. It considers their rise, distinctive characteristics, and role in the contemporary world economy. The attractions and challenges of doing business in emerging economies are fully discussed and the future position of the large emerging economies critically evaluated here. A key feature of the book is a discussion of the competitive threat presented by the rapid growth of emerging market multinationals as they aspire to catch-up with, and even surpass, developed market multinationals. Theory and practice are combined in this text with insightful illustrations and examples from a range of industries and firms, as well as current debates including the utility of the BRIC concept, the growing power of Asia, the future of globalisation, and trade wars. As such, the book offers an insightful perspective for students of international business, international economics, development studies and globalisation.

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