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 99th Global Economics Paper, called “Dreaming with BRICs: The path to 2050”. This is believed to be the first time that the term 'BRICs' was used to define the group of countries that could become the largest economies in the world by 2050. In its introduction the paper argued:
“Over the next 50 years, Brazil, Russia, India and China – the BRICs...