Three Inhibitors to Emerging Market Success

Published by: Vital Wave Consulting

Published: Jul. 1, 2007 - 5 Pages

Table of Contents

1. Introduction

2. Corporate Incentive Structures

A. Strategies

B. Tactics

3. Focus on Technology Innovation

A. Strategies

B. Tactics

4. Understanding Emerging Markets

A. Strategies

B. Tactics

5. Summary

Abstract

Multinational corporations want to grow revenues in emerging markets, but their success is threatened by deeply ingrained practices tailored to the mature-market environment:

1. Corporate incentive structures favor short-term performance over longer-term business investment and execution
2. Technological innovation overshadows new business models
3. Reliance on traditional data sources and market analyses that misrepresent developing-country business opportunities

This report describes each of these inhibitors and provides strategies for overcoming them in order to grow revenues in emerging markets.

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