The spider web: Defense strategy for emerging market enterprises

Abstract

This article synthesizes literature-based anecdotal evidence and showcases a comprehensive defense strategy, the spider web strategy, for emerging market enterprises against developed market's multinational enterprises in the emerging market space. Just like the spider web, the spider web strategy delineates how local firms can defeat entering multinationals using local reality and gambits. The local firms can also cocoon critical resources, expertise, and processes. That will help them not only in winning in the local markets but also in their internationalization processes.