Traditionally, developed markets have helped these emerging giants learn to fight developed-nation multinationals on their home turf, tap into the growth potential promised by prosperous economies, gain access to the latest technologies, attract the best talent at home, and validate themselves as truly global players.
But how will the logic of globalization change for corporations from countries such as India, China, Indonesia, Brazil, and Turkey if the growth opportunities in emerging markets continue to far outpace those in developed economies?
One company that has considerable experience with that question is Natura Cosméticos, the Brazilian beauty giant that for some 30 years has been attempting to move, with decidedly mixed results, into developed markets even as the opportunities in its region have grown stronger and stronger. Along the way it has discovered just what a double-edged sword a robust regional base can be for an emerging-market multinational."
'via Blog this'
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