Many multinational firms see emerging markets as one of their most important growth
opportunities: Either they are planning market entry have just entered the market or have
operated in the market for some time. The key issue is how they can build and sustain
profitable operations. After an overview of existing theories around market entry and a
comparison of entry conditions in Asian emerging countries the book investigates success
factors of foreign banks in Eastern Europe. A theoretical model of the most important
performance determinants is built and subsequently tested with detailed empirical data. In
addition the book provides interesting insights on potential strategies after initial market
entry. Industrial organization concepts are applied to the Chinese automotive sector leading
to practical recommendations on how to remain profitable in an increasingly competitive market.
