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Why companies fail in emerging markets: Don't ignore small markets - they can offer rich opportunities

A regional boss at Oracle says:
A $lOm contract from the government of Albania isthe same as a $lOm contract from the government of China. We don't want to let our competitors get that kind of money. At Oraclewesay that nomarket is small, because our competition is there.
There is lots of useful information concerning business intelligence in Profit magazine issued by Oracle.
The lack of competition in many small markets means that early entrants and companies focusing on building a strong local presence often earn fantastic returns on investment. In the poorest countries of Sub-Saharan Africa, for example, one mobile telecoms company has made a return on investment that is six times the level it achieved in richer South Africa.

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