BRICs and Beyond: Lessons on Emerging Markets
Doing business in emerging markets? What MUST you know?There are big risks as well as big opportunitiesCountry risk – the impact of politics on business – is greater than everTransparency, ethics and governance practice can be totally different in emerging marketsIf you don’t understand culture – you will make mistakes from Day OneMarketing to theBRICS and Beyondis a new art formThere are products and services in emerging markets which you never thought about beforeThere are ways of operating in emerging markets which are not in the textbooksCollaboration and alliances can be the name of the game – but you have to get it right