Emerging Market Strategy: Creating Order out of Chaos

New and emerging markets present a wealth of opportunities but they also comprise highly complex business environments that can change rapidly. The key to success is understanding – understanding competitors and what they are up to; understanding consumers and what they want, now and into the future; and understanding the host governments of the countries you are targeting. It’s a complex process but recent research proposes a two-step approach to strategic thinking that can help make sense of these emerging economies.