The Opportunity and the Trap
Emerging markets offer unparalleled growth potential, but they are graves for companies that attempt to copy-paste their domestic strategies. Regulatory nuances, cultural purchasing habits, and infrastructure deficits must be accounted for.
The Entry Strategy
Before deploying capital, establish strong local partnerships. Treat the market entry as a startup within the enterprise: stay lean, test product-market fit relentlessly, and scale only when unit economics are proven in the local context.