Why local firms are winning in emerging markets

Peter Haden

In this edited version of the Marketing Society's November Conference keynote speech, Peter Haden describes the size and scale of the opportunity in emerging markets, arguing that Western companies risk losing out to fast-growing local competitors and describes the skills required to compete effectively.

Why local firms are winning in emerging markets

Peter HadenMcKinsey

In this edited version of the Marketing Society's November Conference keynote speech, Peter Haden describes the size and scale of the opportunity in emerging markets. He argues that Western companies risk losing out to fast-growing local competitors and describes the skills required to compete effectively.

I have spent a lot of my career working in emerging markets. About a third of that time has been with international businesses trying to build market share and drive sustainably profitable growth. The rest has been with local businesses, nearly always family owned,...

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