Developing and emerging markets: Seven myths dispelled
D&E markets are increasingly the main source of growth for global businesses. Yet because most global brands have originated in Europe or North America, many believe that the next Apple, Uber, Ikea or Burberry is most likely to come from there. This is not necessarily true. This article highlights some of the most commonly held assumptions about brands from D&E markets to reveal how different the reality is.
Myth no .1 In emerging markets, imported brands are the preferred choice as they stand for quality and are aspirational....