This lesson is valuable when thinking about the emergence of competitors from emerging markets. Their history may be rooted in serving customer segments whose purchase decisions are driven by price, but their future will involve entering mainstream markets. Our colleague David Hartman has written a new research paper titled The Mandate of Global Presence, in which he argues that most of the competition in the future will originate in emerging markets. You can download this paper in .pdf format from www.bluecanyonpartners.com on the Publications page.
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