Purpose This viewpoint reflection draws upon the authors' ongoing experience and research in the agribusiness sector and aims to propose a framework for succeeding in emerging markets and offer some insights that run counter to traditional approaches and practices. Despite its economic, social and political significance, the agribusiness sector remains neglected in mainstream academic scholarship. Additionally, much research presents an MNC-centric view, despite the success of several local firms. The framework presented in this viewpoint reflection identifies seven pillars of a winning strategic architecture to succeed in emerging markets and encourages future scholarship that theoretically elaborates and specifies boundaries for each of the practices that underpin it. Design/methodology/approach This viewpoint draws upon our experience, case studies, and ongoing primary research on the agribusiness sector. It is meant to be a "call for future research" as opposed to testing or elaborating theory. Findings This paper proposes a framework on seven pillars of a winning strategic architecture - benefits of centralization, satisficing, avoiding short-term myopia, developing own talent, more playfulness and experimentation, customer-driven product development and novel types of process innovation - and encourage future scholarship to theoretically elaborate and specify boundaries for each of these practices. Research limitations/implications This paper offers a winning architecture template of seven practices and urges future theory to test, elaborate and establish boundaries for these practices. Practical implications The seven practices offered in this paper will allow managers to question prior assumptions and rethink their business models. Social implications Although the agribusiness sector is one of the largest and most important sectors in emerging markets, it remains neglected in much scholarship. This sector employs large numbers of people and focuses on one of the most important aspects of society (i.e. food). Originality/value This paper offers several country intuitive insights on the seven elements of a winning strategic architecture. Examples include: advocating centralization and/or vertical integration, building as opposed to buying talent, satisficing as opposed to excelling and a greater focus on long-term and relational approaches even though they might appear to be inefficient in the short term.
