According to the authors, the returns on emerging market investments have been disappointing for Multinational corporations, primarily, because • They import their domestic models into emerging economies.
• Winning emerging economy, consumers involve a change in mindset, capabilities, and allocation of resources.
• Failure of going down the socioeconomic pyramid.
Obtaining Market Intelligence of one market section before entering the market might not be useful because of the higher internal heterogeneity of these rapidly changing emerging economies. Market intelligence methods and approaches differ among countries. A frequent adaptation of product lines and operating models to changing consumer behavior and market conditions is the key to success in emerging economies. Read more at: http://sloanreview.mit.edu/article/mastering-the-market-intelligence-challenge/