This article makes three points. First, for multinationals, winning in emerging markets is “not nice to do” but is the very oxygen that will fuel future growth in home markets. Second, the very organizational architecture that has helped multinationals historically can create the traps. Third, multinationals should adopt a new organizational form to develop breakthrough innovations to unlock opportunities in emerging markets.
Fellow of the Strategic Management Society (SMS) is an honor given to a distinguished group of scholars who have made significant contributions to the field of strategic management. There are currently 44 SMS Fellows. VG was elected an SMS Fellow in the 2009 Annual Conference, where he was a keynote speaker. SMS is the largest and most prestigious association of academics in the strategy field.