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Why companies fail in emerging markets:Toe-dipping often backfires

Either go for it or stay out. Half-baked entry and market testing is dangerous. John Menzer, who took over Wal-Mart's international operations in, told the Financial Times a few years ago:
No more flag-planting and openinga few stores to testout the market. Now when we decide to go into a new market, we are going to go in with enough mass that we can use our core competences.
Wal-Mart learned some bitter lessons in several markets in Latin Americawhere it was beaten by smaller European competitors. While the usgiant was testing the market, Europeans were developing it at full speedand now enjoy the benefits of that approach.

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