Knowledge@SMU

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

1-2012

Abstract

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.

Disciplines

Business | Entrepreneurial and Small Business Operations | Technology and Innovation

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Article ID

1402

Subject(s)

Innovation and Entrepreneurship

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