Abstract

Purpose - The purpose of this paper is to evaluate opportunities available for firms in markets that have until now been overlooked. Evidence is provided on the internationalisation of new markets and the potential available both at present and in the longer term. Design/methodology/approach - Theories of internationalisation are examined. Findings - The data show positive growth in the markets examined. The data also draw on positive demographics and consider the financial position of the respective countries. The data also draw on where improvements need to be made particularly regarding politics and infrastructure. Originality/value - The paper illustrates the limitations of Western markets at present and provides useful analysis of the factors that need consideration for success in alternative markets. © Emerald Group Publishing Limited.