Make a grand entrance

Rob O'Regan

This article offers advice to U.S. brand marketers trying to engage with fast-growing emergent markets.

Make a grand entrance

Rob O'Regan

Emerging markets are the new black. From the “Big Four” of Brazil, Russia, India, and China to the rest of world, marketers are placing increasingly bigger bets on developing markets—and finally seeing positive returns.

Procter & Gamble expects emerging markets to account for 30 percent of its sales by the end of the decade, up 5 percent from current levels. Yum! Brands' KFC business is growing at a 20 percent clip in China, with more than 1,600 restaurants now open in 350 cities across the country. And Nokia predicts that 80 percent of the...

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