Strategies to adopt in overcoming constraints to succeed in a new emerging market on the example of Chinese SME expanding to Uzbekistan and Kazakhstan. Overcoming liability of foreignness as the one of key success factors.

This presentation explores strategies for small and medium enterprises (SMEs) from developing countries to overcome challenges in emerging markets. It focuses on overcoming liabilities of foreignness through institutional adaptation, isomorphism, and transactive memory systems (TMS). The research investigates qualitative case studies of Chinese SMEs expanding to Uzbekistan and Kazakhstan, analyzing environmental and firm-based liabilities and offering insights into sustainable market entry strategies.