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Companies should consider several factors when deciding to enter an emerging market. These include the need to tailor their business models to each new nation's particularities. They may have to adapt to the voids in a country's product markets, its input markets, or both. However, companies must retain their core business propositions even as they adapt their business models. If they make shifts that are too radical, these firms will lose their advantages of global scale and global branding.
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To succeed, the scholars say, business models need to be tailored to each new nation's particularities. " may have to adapt to the voids in a country's product markets, its input markets, or both. But companies must retain their core business propositions even as they adapt their business models. If they make shifts that are too radical, these firms will lose their advantages of global scale and global branding," Khanna and Graham Walker write in their article for "Harvard Business Review" ("HBR").
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