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Why Global Brands Keep Getting Emerging Markets Wrong And Who’s Finally Figuring It Out

Why Global Brands Keep Getting Emerging Markets Wrong And Who’s Finally Figuring It Out

There is a particular kind of corporate confidence that travels badly. It shows up in boardrooms in New York, London, and Düsseldorf, gets packaged into a market entry strategy, and then lands in Lagos, Karachi, or Jakarta with the quiet certainty that what worked at home will work anywhere. It almost never does. Emerging markets are set to contribute nearly...

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