4 Best Practices for Retailers Entering Emerging International Markets

Many global retailers have stumbled on the unique dynamics of emerging markets and their consumers. Do these consumers aspire to the retail experience available in developed economies? Absolutely. But that doesn't mean that their needs and preferences converge with those prevailing in more mature retail markets. To succeed, retailers must power their strategies with a penetrative understanding of individual market characteristics. If there's one all-encompassing retail best practice for emerging markets, it has to be this: Go deep before you go wide.