The hidden cost of rush to emerging markets

Emerging markets are of increasing importance to multinationals (MNCS), but the entry of these markets can be a difficult and expensive experience. With the increasing interest in emerging markets, as well as research in unique challenges and opportunities. The critical problem, which is ignored, is that companies often take an excessive optimistic view on the extent of success in achieving these uncommon complex environments – a phenomenon that we call the trap of time optimism. We explain how companies can fall into this trap and present the strategies of the executives’ operational managers to avoid this.