Based on HBR A New Model for Emerging Markets & “The New Rules of Globalization” by I. Bremmer, Harvard Business Review, Jan-Feb 2014

1. Global Strategy
LEAH VAUGHN

2. Mistakes Have Been Made
 Think they’ve changed, only tweaked
 Sell less for more
 Look at all levers
 Features & distribution channels
 One-size-fits-all business model

3. Business Model R&D
 Identify unmet need in emerging economies
 Where & how you look
 1 in 10 have refrigerators
 Low end proliferation – low price, low quality, domestic
 High end Benz – appeals to subsection of the population who can afford those
luxuries
 Missing Middle = affordable luxury for emerging middle class
 E.g. Laundry – rocks vs dry clean

4. Chamak Landry
Added value
5,000 customers
Placement
Marketing
Institutions/bulk

5. Local Level Needs
 Ethnographic research
 Videos
 pictures
 lived with them
 Don’t start with your product or your assumptions
 Distribution networks
 See what they need through careful observations
 Fridges through microfinance NGOs
 Aspirational products

6. Check your assumptions at the door
 Give it time
 Treat this differently
 Start from scratch
 Know your customer
 Reengineer your business plan