From unicolour to a multicolour market. Do global brands really have the 'green light' to take over emerging markets?

Adina Vlad and Mihaela Alexandru

Fifteen years since the collapse of communism in Eastern Europe one might say that enough time has passed for us to forget all about it.

From a Uni-Colour to a Multicolour Market

Do Global Brands Really have a Green Light for the Takeover of Emerging Markets?

Adina Vlad and Mihaela AlexandruSynovate, Romania

FOREWORD

People's needs can be universal, yet cultures make them different

One might say that fundamentally, humans are all alike as they are structured in the same manner . . . They all feel the need to quench hunger or to relieve the cold as well as the need for love or for alleviating fear, sadness or frustration. But is it enough to know this?

One should also take into...

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