Business opportunities in China, Russia, East Asia and Eastern Europe, including Turkey, offer increasing rewards if you get it right - and disaster if you get it wrong. Using the real experiences of companies wherever possible to illustrate the points it makes, this extensively updated and revised second edition of this book is aimed at both managers who are involved in entering emerging markets for the first time and managers who are already operating in them. It will serve as a guide on how to avoid mistakes other companies have made and how to detect weaknesses in current emerging market strategies. It looks at: why successful companies often fail in emerging markets; the need to manage expectations and for thoroughness; assessing political risk and the economic environment; getting the corporate structure right; issues concerning acquisitions and joint ventures; making the most of tax and other incentives; market research challenges and marketing dilemmas; reaching the local market; human resources - myths and realities; and ethical issues and corporate social responsibility.