Seven Lessons for Entering Emerging Markets
For any business suffering from the downturn in the developed countries of Europe and North America, the prospect of branching out into the relatively uncharted, but comparably prosperous territories of emerging markets may seem tempting. Delegates at the recent Emerging Markets summit in London, held by the Economist and the Department for UK Trade & Investment, were told a potential untapped market of a billion consumers was out there to be sold to. In his keynote speech, business secretary Lord Mandelson stated the economies of the emerging markets and the developed world were inextricably linked and the concept of decoupling — where developing economies would operate distinctly from the west as they matured — was nonsense. Not all of the emerging…
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