인도와 중국과 같은 신흥시장에서
대기업과 현지 중소기업이 정면으로 충돌한다면
어느쪽이 살아남을 것인가?
Multinational companies’ interest on emerging markets, especially in China and India, is reaching to another level of intensity. Numerous well known multinational companies are expanding their presence aggressively in emerging markets. At the same time, companies in developing nations that think of themselves as next new multinationals are also expanding and strengthening their presence. Which company would prevail globally if the two go face to face and collide head on? So far, researches and evidences strongly suggest that it largely depends on the industry characteristics. Generally multinational companies dominate knowledge and brand intensive businesses, whereas relatively small mid-sized local companies hold strong and firm advantages in businesses where production and logistics matter the most. However, there are numbers of unexpected winners in emerging markets; some multinational companies beat the local companies in production and logistics oriented businesses, and some local companies outperforming more sophisticated multinational companies in knowledge and brand intensive industries. The irrefutable premise behind such surprising result is the companies’ capability to exploit segment evolution and to manage convergences in costs, for such capabilities are the core driving force that enabled the companies to overcome the disadvantages derived from industry characteristics. Such capabilities, therefore, are the crucial keys to success for both multinationals and locals to survive in emerging market.
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