A Case Study Approach for Managing Risks & Challenges When Expanding to Emerging Markets

  • Evangelia Fragouli School of Business, University of Dundee, Dundee, UK
  • Zoi Nikolaidou Hellenic Open University, Greece
Keywords: strategy, expansion, emerging markets, risk, challenge


Globalization created new opportunities and many companies decide to expand to take advantage of these opportunities to improve their competitiveness. The present study, using a case study methodology, examines the expansion of three large companies (IKEA, Coca Cola and Kellogg's) in emerging markets. Through a critical literature review and review of corporate reports, the study analyzes companies’ adopted strategies and practices, influential factors and risks when expanding abroad, providing the rationale behind their strategic choices. The study findings, applying theory into practice, indicate the factors and practices that are important to be considered by companies operating in a foreign environment in order to address business risks, and concludes that in order to be successful they have to incorporate into their strategy effective risk management policies to mitigate risks and turn challenges into opportunities. The study bridges risk management and strategy development.