Studies on “discontinuity” in emerging market strategies, which differ from those in developed markets, and on BOP business, which were triggered by the Ministry of Economy, Trade and Industry’s Promotion of BOP Business through Public–Private Partnerships, were proposed simultaneously in Japan in 2009. To date, studies concerning discontinuity in emerging market strategies and BOP business research have proceeded in parallel to each other without sufficient intersection, but new analytical perspectives on emerging market strategies exist at the intersection of the two research areas, assuming that a gap with conventional models of internationalization exists.
This paper aims to codify the relationship between studies on discontinuity in emerging market strategies and BOP business research and to present a complementary analysis of emerging market strategies from BOP business research perspective. The analytical perspective derived herein will also provide a new approach to research into emerging market multinational corporations( EMNCs).
This study organizes the issues surrounding discontinuity identified in the theoretical background of previous studies on emerging market strategies into the following four categories:
(1) Contextual differences from developed markets,(2) Market orientation and resource commitment, (3) Resource and capacity constraints, and(4) Building partnerships with stakeholders.
Next, in order to compare and relativize BOP business research and research on discontinuity in emerging market strategies, these four categories of issues are applied to BOP business research. The following four complementary analytical points of view are presented from a local perspective in an attempt to counter the issues found in conventional research on emerging market strategies:
(1) Local social issues and market needs;(2) Co-creation of local value;(3) Utilization of local resources and capabilities that companies in developed countries cannot possess; and(4) Partnership with diverse stakeholders.
From this local perspective, this paper discusses the researched cases of local companies in Brazil and Bangladesh, aiming to show that the complementary analytical perspective used in BOP business research for the study of discontinuity in emerging market strategies will lead to research on EMNCs and research on global market strategies through emerging countries.
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