Finding a market development partner in developing markets

• Main Authors: Robert Bunchanan, Sheetal Nanwani, Jeong, SeoJin, Irfan Khan, Scott Snider
• Other Authors: Ng Kok Yee
• Format: Theses and Dissertations
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::International business
• Online Access: http://hdl.handle.net/10356/53167
• Institution: Nanyang Technological University

Companies established in developed markets are increasing looking to expand into developing markets. Microsoft, a large multi-national software company enters the developing Cambodian market through its Market Development Partner (MDP) program; a program established in its Singapore office that utilizes local partners to development a presence in developing markets. We investigate the methods used by Microsoft to find partner candidates and the criteria used to select from the candidates. The selection process includes working with each candidate to develop a business plan. Through this process Microsoft evaluates each candidate’s ability to bridge the cultural gap between the developing market culture and that of Microsoft’s company culture, in addition to evaluating each candidate for conflict of interest with Microsoft, the candidate’s local business network, and ability to operate a business.