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Emerging Economies

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Emerging markets is a term which refers to those economies which are only now beginning to realize their potential. Unlike established (developed) economies, such as those of the United States, Japan and Western Europe, emerging markets are just completing infrastructure improvements necessary for true international marketing. Companies around the world are eyeing these emerging markets as providing opportunity for future growth, and there has been considerable interest in these markets as locations for capital investment and exporting opportunities. This research considers recent analysis of emerging markets and their role in international marketing.

Sales of personal computers in emerging markets grew more than 80 percent from 1992 to 1994 as capitalism and an emerging middle class in these nations drives demand. Emerging countries have banks, securities exchanges and other infrastructure components that need more sophisticated technologies, and manufacturers of personal computers are taking advantage of the opportunity. In 1995, South Korea and China both bought more than one million personal computers, a total that Brazil may well be in a position to match. India, Indonesia, Thailand and Malaysia are seen as nations which will shortly boast strong demand for personal computers, as well.

According to Klebnikov, most personal computer sales in emerging markets are from local companies located in these markets. This means that the opportunity

. . .
less expensive than their counterparts in developed nations using common measures such as price-earnings ratios and cash flow. This has led investment managers to consider increasing the level of funds that they are putting into emerging markets. Such investment, if it indeed yields higher returns, offers investors attractive returns which can be used for other purposes. In the case of corporate investors, this can offer an attractive way for companies to enter the emerging markets while realizing a strong return in the process. By purchasing stock in companies in emerging markets, companies can gain an equity interest without necessarily taking on all of the risk associated with actually starting a venture without a partner. Such investment may be regulated by the country in question, however, and some companies may choose instead to invest in mutual funds without becoming direct investors in companies. In this case, the investment helps boost the capital resources available to the investing company for other purposes. In either instance, the investing company is able to take advantage of the emerging market without necessarily taking on the risk of actually entering the market. However, international investing is never
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Approximate Word count = 2830
Approximate Pages = 11 (250 words per page)

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