Unlocking growth in emerging markets is a big piece of the globalization puzzle. One of the biggest levers companies have that can dramatically change their position in the market is developing a stellar go-to-market approach.
Emerging markets present an incredible growth opportunity for companies that are prepared to take on the challenge of globalization. Emerging markets are exhibiting a growth differential of 2-3 percentage points over developed markets..
The sheer magnitude of the opportunity and dynamism at play in emerging markets means a one-size-fits-all approach is not adequate. Companies need to take a de-averaged approach in their go-to-market activities. Getting it right is a major source of competitive advantage. But building best-in-class go-to-market strategies requires a concerted and systematic effort given the challenges on the ground: