Gartner Research

Marketing Essentials: How Midsize Software Providers Can Assess Opportunities in Emerging Europe

Published: 11 February 2013

ID: G00239389

Analyst(s): Fabrizio Biscotti


Finding new opportunities in emerging markets is becoming a necessity, not an option. Emerging Europe is a promising geography for midsize software providers, but it requires a structured approach to minimize the many risks and maximize the opportunities.

Table Of Contents


  • Introduction
    • Challenge
    • Implications
  • Background and Context
  • Best Practices
    • Step 1: Segment the Countries Based on Common Characteristics
    • Step 2: Assess Your Competitive Position in Your Priority Markets
    • Step 3: Assess and Plan Critical Execution Elements
    • Step 4: Prepare a Successful Market Entrance
  • Bringing the Steps Together
  • Conclusion

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