The objective of this class is to develop capabilities to think strategically about capturing growth in emerging markets. The aim is to combine the development of a conceptual framework with real life examples and assignments of how to define a strategy for a specific opportunity. The course is structured in three blocks of classes and objectives:
- Country development waves: understand the comparative development of the most relevant emerging markets and identify common development patterns as emerging markets undergo similar development stages.
- Consumption waves: understand the evolution of the base of consumers from the rural poor to the urban middle class as they satisfy their needs and wants. Discuss commonalities and differences across countries and cultures.
- Consolidation waves: analyze the drivers of consolidation across industries and retail channels as countries develop and consumption matures.
Throughout the course we will identify other factors affecting growth opportunities such as the impact of innovation, availability of consumer financing and government policies.
The structure of the course will be based primarily on lectures and case discussions. There will be a group assignment and a final group project analyzing specific emerging market new business opportunities utilizing the framework developed in the course.
Please note that attendance at the first class is mandatory.
Ira Leon Rennert Professor of Business
Rajeev Kohli is the Ira Leon Rennert Professor of Business at Columbia Business School. His research interests are in mathematical models of non-compensatory choice, product design and recommendation systems. He has published papers in leading journals in marketing, operations research, discrete mathematics and mathematical psychology. He has also served on the editorial boards of leading journals including Management Science
Senior Lecturer in Discipline
Professor Martinez is a Senior Lecturer at Columbia Business School. He combines teaching and research with extensive global experience doing strategy consulting, with particular expertise in emerging markets. He gives the Catching Growth Waves in Emerging Markets course in both the MBA and EMBA programs and the Defining and Developing wining Strategic Capabilities course to the MBAs. He has also given the EMBA...