EMB
41
LOCAL
MEETS
GLOBAL
In emerging markets, the key to
business success is often found
at the intersection where local
knowhow meets global expertise.
Indeed, in many situations, one or
the other will only get you so far.
In isolation, local understanding
yields localized success, while
global experience alone can
result in sub-par performance
or even failure when local needs
are not taken into account.
Here, we explore the local
versus global dynamics through
three different lenses. First, the
CEO of Craft Silicon explains how
Kenyan taxi hailing app Little Cab
is succeeding at home, in a context
of stiff competition from global
players. Next, Strategy& uncovers
the differentiating capabilities that
emerging market companies need
to develop in order to compete
globally. Then, we turn to the world
of marketing and the question of
why so many multinational firms
get their marketing strategies so
wrong in emerging markets–
and how they can get it right.
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