Building in the BRICs - market understanding and strategic development for international brands

The BRICs markets - Brazil, Russia, India and China - are coming under increasing focus. As well as being seen as potential future cornerstones of the world economy, they are significant markets today in their own right.

Building in the BRICs – market understanding and strategic development for international brands

Geoff Wicken and Polly CarterKMR Group, United Kingdom

Roberto LoblIBOPE, Brazil

INTRODUCTION

On October 2003, Goldman Sachs issued its 99thGlobal Economics...

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