Already cited by the Financial Times‎,‎ Forbes‎.‎com‎,‎ The Economic Times‎,‎ WSJ/Mint and several other prominent global business publications‎,‎ Winning in Emerging Markets is quickly becoming the go‎-to book for mapping a strategy for entering new markets‎-‎-and then quickly gaining a competitive edge in those high growth regions‎.‎ Advancing the discussion about emerging markets themselves and how organizations can best leverage the potential of these regions‎,‎ Tarun Khanna and Krishna Palepu ‎-‎- both well respected thinkers on the subject ‎-‎- argue there is more to sizing up these markets than just evaluating data points related to size‎,‎ population‎,‎ and growth potential‎.‎ In fact‎,‎ they say the possibility to expand a company‎'‎s progress in developing economies is to first asses the area‎'‎s lack of institutional infrastructure‎-‎-and then to formulate strategies around what the authors call "institutional voids" to the firm‎'‎s advantage‎.‎ Khanna and Palepu say the primary exploitable characteristic of an emerging market are such voids‎,‎ and though they create challenges‎,‎ they also provide major opportunity both for multinationals and local contenders‎.‎ Winning in Emerging Markets serves as a playbook for measuring a market‎'‎s potential and for crafting a strategy to succeed there‎.‎