Success in a new emerging market depends on many factors, such as market size, its purchasing power, and competition. Marketing strategies are critical for success too. While many companies have traditionally opted to localise their brands, a group of speakers at SMU's Centre for Emerging Markets believe that businesses need to be far more agile in differentiating themselves for local customers – especially as markets become increasingly global and homogenous.
Business | Entrepreneurial and Small Business Operations | Technology and Innovation
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Innovation and Entrepreneurship
Business strategies for emerging markets: Agility, size and taste. (2012). Knowledge@SMU.
Available at: http://ink.library.smu.edu.sg/ksmu/146