Abstract

Different Markets Need Different Strategies

In emerging markets, the key to success lies in transforming companies' understanding of and attitude towards markets, even for companies operating in value-line segments in cities and villages. Only if companies really confront and respect the unique demand of new customers, and understand the fact that they need different cooperation networks and business models, will they be able to avoid failure resulting from copying the same methods used in mature markets.

Active Strategy Development

As companies thus have to deal with a new market which is different from what they have experienced in the past, a successful strategy in such a market will not consist of a well-outlined plan which only requires the right implementation. On the contrary, companies should have an experimental approach, and continually adjust and further develop their strategies based on new market findings.