Building Brands in Emerging Markets
Companies that harness word-of-mouth effects, emphasize in-store execution, and get their brands onto shoppers’ short lists for initial consideration are more likely to capture the loyalty of emerging-market consumers.
Content: Article | Authors: Jean-Frederic Kuentz, Jeongmin Seong, Yuval Atsmon | Source: McKinsey Quarterly | Subjects: International, Marketing / Sales