Background to the company
The company is a Western European or North American multinational firm considering entry in to an Emerging Economy
The company is working in either the manufacturing or services sectors.
The company wants to enter the emerging economy to achieve either
(a) market-seeking objective or (b) efficiency-seeking objective. It is important that you choose ONE of these objectives for your fictitious company.
You must also select the industry in which the firm is operating in and examine industry-specific factors when you analyse the industry potential in the emerging economy for your company to achieve its selected strategic objective.
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