Emerging Markets Hero

Capturing the Opportunities in Emerging Markets

Despite all the changes in the international economy, emerging markets will remain critical to growth in most global industries. But such markets aren’t monolithic—companies will need a differentiated approach in each one.

GDP growth in many emerging markets will continue to outpace that of developed markets for the foreseeable future. But while the appeal of emerging markets is great, so too are the challenges that they present to even the world’s most experienced companies.

The growth prospects, consumer behavior, social and political context, and local competitive environment differ widely from one market to another, as well as among product categories. Adding to the complexity, building businesses in emerging markets often requires operating in data-dark environments, with little insight into consumer preferences or purchasing behaviors.

BCG’s Expertise in Emerging-Market Consulting

Boston Consulting Group’s emerging-market consultants have their fingers on the pulse of these economies, and we partner with clients to capture the opportunities that emerging markets present.

Why Emerging Markets Remain the Future


As 2 billion new consumers come into the global market—in China, in India, in Indonesia, and in much of Southeast Asia—it will take a long time for their per-capita incomes to catch up to those of consumers in the US and Europe. But their aspirations will catch up very quickly, explains Janmejaya Sinha, the BCG’s chairman in India.


The Key Drivers of Emerging-Market Growth

Four megatrends are shaping the future of emerging markets:

Building Businesses in Emerging Markets

BCG has cultivated a powerful, experienced, and well-connected presence on the ground in the world’s rising Hot Spots.

Broad and Deep Expertise



As a leader in emerging-markets consulting, we bring a global team of local-market experts. We mobilize this vast network to collaborate on critical topics including go-to-market strategies, digital ecosystems, and joint ventures in emerging markets.

Thorough Understanding


Our broad expertise in emerging-market strategy consulting is supported by the BCG Center for Customer Insight, one of the world’s richest sources of data. Covering 4 billion consumers in 35 markets, CCI provides us with a nuanced understanding of evolving behavior, sentiment, spending habits, and consumption patterns.

Competitive Insights



BCG conducts proprietary research that delves into the strategies and models that drive success among leading domestic and regional competitors in emerging markets. For more than a decade, we have tracked the rise and development of “global challengers” that are becoming multinationals in their own right, rising “local challengers” such as multilatinas and African Lions that are emerging as regional players, and hard-charging, up-and-coming “local dynamos.”

Meet BCG’s Emerging-Markets Consultants

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Global Growth Hot Spots

Emerging markets may be divergent in their growth rates, but opportunities with higher-than-average growth rates—global growth hot spots—are still well worth pursuing.

Examples of Our Work in Emerging Markets

Accelerating Go-to-Market Strategies

BCG collaborated with Celcom Axiata, one of Asia’s largest telecommunications companies, to create an e-wallet and lifestyle app called Boost. In less than two years, it became Malaysia’s leading cashless platform—a digital ecosystem of 17 banks and a growing list of more than 125,000 participating merchants.

Unleashing the Power of Consumer Insights

BCG conducted an end-to-end customer experience transformation for a leading cinema operator in India. The team leveraged deep consumer insights to reimagine the cinema-going journey for consumers—physically and digitally—and built a top-five loyalty program with a first-in-market personalization engine.

BCG's Latest Insights in Emerging Markets

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The Changing Connected Consumer in India

The Indian connected consumer is already a very different individual (or group of individuals) than he or she was a year or two ago. And the universe of users only a few years from now will be far more varied than users today.

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Unleashing Innovation in the Middle Billion Economies

The ability of nations to innovate is becoming ever more critical. Digital technology and disruptive business models are transforming industry after industry, shifting economic growth to new sectors.

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Why MNCs Are Winning Big in Emerging Markets

Winning MNCs invest in attracting and developing local talent at all levels. In addition to training, some MNCs offer programs to encourage the personal growth and long-term success of employees.

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How the Digital Revolution Is Integrating Southeast Asia’s Consumers

A powerful new force—the rapid adoption of digital technologies by the region's businesses and increasingly affluent consumers—is complementing government efforts to make a common market a reality.

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