International marketing consultant Russell Miller takes a close, pragmatic look at the movement to privatization that is sweeping the important markets of Western and Central Europe, Latin America, and Asia, and lays out the business opportunities and challenges that U.S. corporations and others worldwide will find there. He identifies the market dynamics created by newly privatized companies, the problems of reaching them, and the approach strategies that U.S. and other companies would find most productive, such as the creation of strategic alliances, enterprise restructurings, expanded technical relationships, and export market development. He also identifies the methods, objectives, and locations of leading privatization programs. The result is a rich, useful study of the vast new markets now opening up worldwide, and insights into how corporations here and abroad can access them and benefit from them. Essential reading for top-level executives in corporations with aspirations abroad, and for their marketing, strategic planning, and international business development staffs. During the past decade, thousands of former state-controlled companies in more than 100 different countries have entered the private sector. These firms range in size and commercial significance from small family-owned kiosks in Russia to some of the largest, most influential corporations in Western and Central Europe, Latin America, and Asia. Miller provides a comprehensive, business-oriented perspective on the origin and geographic expansion of the privatization movement, and describes the methods that governments use and the objectives they hope to achieve in the divestment of state assets. He identifies the formative influences on these new companies, as well as the operating needs created by the privatization process. Privatization-intensive markets are examined in relation to their importance, type of companies involved, and the challenges they present Miller’s book also discusses alternate methods of market expansion, such as reaching newly privatized firms through a strategic marketing program. His book will be essential reading for academicians and graduate students in international business and world trade, as well as their practitioner counterparts in corporations and multilateral development agencies.
