Technological innovation, newly emerging customer needs and socio economical changes can lead directly to emerging industries. During our contact day we discussed a number of these emerging industries i.e. the internet, robotics, intelligent articial assistants amongst others and the fact that initially there are 'no rules of the game'. Against the knowledge that a wise strategy positions an organisation to neatly shape the emerging industry's rules, critically discuss the specific business strategies which must be shaped to accommodate the characteristics of an emerging market