Depending on the company culture and the CEO, some managers are able truthfully to communicate this sustain ability analysis to their senior management. But in many companies it is not possible for at least two reasons. One is that pay and bonuses are linked to exceeding targets, and furthermore, missing a target can lose you your job or damage your career. As a result, many companies have developed a corporate culture of deceit and caution. If a manager thinks his business in an emerging market can grow 30% next year, he will tell his senior management that a sustainable rate of growth is 15% plus, while pointing out a whole set of things that can potentially destroy even this 15% growth rate.
More advice from International Business Development Alliance on doing business in emerging markets is available here.