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Accessing Market Entry Strategy in Emerging Markets: A Case Study of Edel Technology Consulting Limited

Edel Technology Consulting is an IT and Management Consulting firm with operations in at least four countries that seeks to expand its operations into emerging markets to take advantage of the huge growth potential. The study examined the appropriate market entry strategy for Edel Technology Consulting into emerging markets, the potential barriers to entry and how those strategies will affect the survival of the firm. The study through a purposive sampling technique sampled 25 respondents from the firm who are in senior management position and middle level management positions for their views on the subject matter. The results of the study revealed that Greenfield strategy is the most favoured emerging market entry strategy for Management of Edel Technology Consulting. This was followed by network relationship and joint ventures. Majority of management of the firm did not favour acquisition strategy as it does not work well for professional firms. On the matter of the barrier to entry, the study reported that language barrier, cultural barriers, government policies and regulations in the area of local content, enforcement of copyrights among others and cost of face to face communication were the major barriers to entry into emerging markets for Edel Technology Consulting. The results also show that the market entry strategies have implications on the future growth and survival of the firm.