Description of the study.

The article provides an insight on the issue of contemporary IB situation that known as
“Rising powers from emerging markets” this are countries like china, India, and Brazil
specifically attempts to explore the phenomenon of ‘rising’, what we actually mean by
‘rising powers’ and provides an overview of IB contributions to emerging country
multinationals. In order to understand this phenomenon, the article study and examine
related but different in prospect articles to give conclusion.

The issue raise by the study is very much significant because of current change in overall
set up of IB environment. This immerging powers are becoming major player and
contributors to global IB and other strategic changes in terms of investment, bilateral
interaction and other economic and political issue of the globe. So studying this help to
understand:

 Their contribution to IB
 How to harvest this emerging power contribution for own country
 How to accelerate economic growth and catchup with countries in near future
 Their success factors and filler for lesson learned

The research question is clearly stated in the introduction part of the article “attempts to
explore the phenomenon of ‘rising’, what we actually mean by ‘rising powers’ and provides
an overview of IB contributions to emerging country multinationals.” By stating this the
article try to ask and answer this question: “whether emerging country multinationals are
actually ‘rising powers’ and pose the question whether they are indeed challenging the
‘rules of the game’ or (challenge existing paradigms regarding firm competitiveness and
performance)”

literature review evaluation

The use of recent literature review in the study was relatively most resent unlike the
criteria of our evaluation the article use literatures between 1 to 8 years and try to use old
one as needed.
In the attempt to explore and answer the rising powers and their challenge to the rules of
the game in IB the article uses different references and empirical evidence that stated by
recent study’s that make a strong point in supporting his research question significance.

The literature review is directly related and contemporary issue in IB.

Conceptual Framework

The conceptual framework of the study starts from understanding of the concept of the
term rising power from emerging economy. It clarifies and define the term rising power
that is what is rising emerging economy (which is strictly economic sense) while power in
emerging economy (‘‘These powers have significant populations, make increasingly
important contributions to the global economy and have a potential for greater security
capability. Their emergence challenges the pre-existing dominance of the OECD countries
and will lead to a change in competitive conditions, global governance and international
relations.’’)

It also sees the contribution of IB for rise in power of emerging economy

Sample

The samples in the study are three major emerging economies of the world who are not
only economically growing but also becoming world super powers that influence IB of the
globe. Their inclusion criteria are global rising power emerging economies which are
differed from other rising emerging economies like Mexico, Indonesia, and Turkey.

Result

The result show that however this rising powers are competitive in the IB lack of globally
recognized brand and lack of investment on branding affect them. This is because of lack of
originality which make them copycats in the IB.

Currently they are have developed the capabilities that ‘match the requirement of the new
global environment’ that make them the rising power of IB. this is backed by development
of property right in china and rise of domestic market innovations in India are examples.
The growing size of the low and middle income segment in the emerging economies is
proving a significant counterweight to the ‘rules of the game’, i.e. strategies that invariably
aim for the ‘top’.

Subject matter significance

The article implies:

First: EMNEs may face challenges in terms of technological endowment, they still have
relatively more positive socio-economic impacts than their AMNEs, even in advanced
country contexts such as Italy and Germany. Hence, their study poses questions regarding
the influence of the technological superiority of MNEs as a key factor shaping the formation
of innovative ties at the local level.

Second: suggests that business model innovation is a key capability that is particularly
salient for emerging country firms.

Third: large Asian manufacturers are taking on roles a coleader in global value chains in
the Apparel industry. They are strategic players in coordinating and exploiting
geographically dispersed production linkages.