Brand Building in Emerging Markets

US and European consumer goods companies have hit a wall in their home markets; competition is fierce and growth minimal. But as these companies enter the fast-growing emerging markets of Africa, Asia, and Latin America, they face an equally harsh reality. The time-honored techniques that have made them leaders in developed markets—expensive brand building, frequent product enhancements, and sophisticated marketing—are ill suited to the vast, but price-sensitive, middle and low ends of emerging markets. A study of 23 product introductions in such regions illuminates the operational and organizational approaches most likely to succeed there.

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