Research 2009 - 2011
International Business in Emerging Markets
Satyendra Singh, Ph.D.
Associate Professor, Business and Administration
An accepted concept is that market orientation leads to superior business performance
that is, if you care about your market (i.e., customers) you will be significantly more
profitable. However, if demand is greater than supply, a market orientation may not have
a significant impact on business performance. Emerging markets often exhibit the
characteristic of demand exceeding supply. This has led Dr. Satyendra Singh to
test these concepts in emerging markets withparticular emphasis on African countries
such as Angola, Ghana, Kenya, Nigeria and Uganda. The change in economic reform
policies initiated by these countries offers fertile ground for testing the concept. Given
these countries have large urban centres with industries and a range of businesses,
identifying prevailing business practices is important to international managers who plan
to invest there.
Using survey and focus group methodologies Dr. Singh’s research indicates that a
positive relationship between market orientation and business performance exists;
however, the profitability is much less significant. Market orientation was measured by
the extent to which a firm was customer- and competitor-oriented, whereas Business
performance was assessed by using both financial (i.e., profit, return on investment,
return on assets, among others) and non-financial (i.e., customer retention, customer
loyalty, customer satisfaction, and others) measures. Factors such as demand
outstripping supply, rapid change in consumer preferences, and competition offered by
international firms, appear to contribute to the declining business performance in the
emerging markets.
Dr. Singh’s goal is to provide international business managers with tools, techniques and best business practices that will improve business performance and reduce operational costs.
Dr. Singh is the author of two books entitled Market Orientation, Corporate Culture and Business Performance and Business Practices in Emerging and Re-emerging Markets and Editor-in-Chief of International Journal of Business and Emerging Markets.
Dr. Singh can be contacted at s.singh@uwinnipeg.ca.