Global Business Strategy

This paper will first outline what the more attractive industries for the base of the
pyramid, in order to alleviate their poverty, are. In the next section aspects, which might
determine the performance of a corporation in the emerging economies will be
examined from a resource‐based point of view. Moreover crucial differences in formal
and informal rules between developed and emerging economies from an institutionbased
point of view will be illustrated. Finally the argument that aggressively investing
in emerging economies is not only economically beneficial but also highly ethical in
contradiction to rushing in emerging markets is reckless, will be discussed in depth.