Exploring the feasibility of using internationally based literature theory to formulate emerging market strategies for Africa

Abstract

This study set out to explore the feasibility of using international based literature theory to formulate emerging market strategies for South African companies looking to expand into Africa’s emerging markets. The level of confidence with which South African companies can base their African emerging market strategies on the literature and studies done on international emerging market strategies is what will be explored in this study. The scope of this study includes methods of identifying emerging markets, optimal strategy choices for emerging markets, effective distribution channel selection methodologies and appropriate diversification options. To ensure the studies relevance across the broader spectrum of both South African companies as well as Africa’s emerging markets, the companies studied were selected for their collective representation. The research design employed for this study was qualitative and exploratory in nature. The findings based on the eight South African companies studied over the period point to the conclusion that the international theory contained in the literature is indeed relevant to both South African companies as well as Africa’s emerging markets and that it can be used effectively and confidently to formulate efficient and sustainable expansion strategies for these markets.