The effect of firm strategy and corporate performance on software market growth in emerging regions

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Southern New Hampshire University
The purpose of this research is to evaluate the impact of firm strategies and corporate performance on enterprise software market growth in emerging regions. The emerging regions of Asia Pacific, Eastern Europe, the Middle East and Africa, and Latin America, currently represent smaller overall markets for software vendors, but exhibit high growth rates and potential for greater opportunity as infrastructures improve, technology adoption accelerates, and firms refine their emerging market strategies. The research analyzes a data set of 102 publicly traded software firms which conduct business in at least one emerging region outside their home country headquarters location, and compares aspects of firm product strategy, go-to-market strategy, delivery models, research and development location investments, and corporate profitability ratios to aggregate emerging market growth rates. Findings indicate that decisions on product strategies (software only versus hardware and software), channel strategies (single vs. multichannel), and delivery models (multiple delivery models vs. SaaS/Cloud computing or on-premise only) are directionally associated with firm growth rates as predicted. Results also suggest that firm size and position within the industry life cycle and technology maturity curve are factors which may firm impact growth rates, and offer opportunities for further research.(Author abstract)