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Winning in emerging markets: Never take market leadership for granted

Just because a company is a market leader in the developed world, it does not mean that it will become a market leader in an emerging market. Consumers in emerging markets are often unaware of a newly available product or of its brand recognition in the developed world.Companies that are early into the market and put resources into skilful brand building and local presence usually end up dominating the market, even if they are small, local players. Multinationals that underestimate the potential competition from smaller international and domestic competitors do so at their peril.

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