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Great Expectations: Doing business in emerging markets is a UK Trade & Investment (UKTI) report, written in cooperation with the Economist Intelligence Unit. The Economist Intelligence Unit bears sole responsibility for the content of this report.The report explores the changing outlook for businesses already operating in emerging markets – or planning to expand into these markets – both in terms of which markets are presenting the best opportunities and the primary rationale for operating in these countries. It is the third in a series of annual reports from UKTI on emerging markets, after Survive and prosper: emerging markets in the global recession (2009) and Tomorrow’s Markets (2008). All reports can be downloaded here.
The report is based on a wide-ranging global survey of 523 companies, representing all major industries, conducted by the Economist Intelligence Unit during July and August 2010. All respondents hail from companies that either already operate in one or more emerging market or plan to do so within the next two years. In all, 31 per cent of respondents are from companies with headquarters based in Western and Eastern Europe, 28 per cent in North America,25 per cent in Asia-Pacific, 9 per cent in the Middle East and Africa, and 7 per cent in Latin America. More than half (56 per cent) of respondents are at a C-suite level within their organisations, 27 per cent are at a director or vice-president level, with the balance in management positions. Respondents represented companies of all sizes: 25 per cent hailed from firms with 50 employees or less, while 32 per cent worked in firms with at least 10,000 employees. Nearly half (46 per cent) of firms polled had annual revenues US$500 million or less, while 20 per cent had annual revenues of US$10 billion or more.
Please note that not all answers add up to 100 per cent, because of rounding or because respondents were able to provide multiple answers to some questions. Also, in the charts displayed within this report, we sometimes exclude respondents selecting “Don’t know” or “Not applicable”. Our thanks are due to all respondents and interviews for their time and insights.