Until recently, most research in International Business (IB) has focused on the internationalization strategies of multinational corporations (MNCs) from developed countries when entering emerging markets. Moreover, research on emerging market multinationals (EM - MNCs) has focused more on manufacturing or high - tech companies rather than service providers. This paper compares internationalization strategies of banks from two emerging countries, China and Brazil, and their mode of entry into Switzerland’s traditional private banking sector which is undergoing major transformation. Our aim is to better understand the motives and methods of the internationalization strategies of emerging market banks and to explore the challenges and opportunities they face when entering a developed market. Using secondary data, we compare the experience of a Brazilian and a Chinese bank from which we develop general propositions for further research.