Breakout Strategies for Emerging Markets: Business and Marketing Tactics for Achieving Growth

6. Managing Reach

Multinationals are accustomed to technology-driven supply chains where products move quickly, logistics are generally error free, payments are automated, and inventory management is highly efficient. Even drone deliveries seem plausible. Moving from that to the reality of deliveries by dusty oxen carts is not easy. Marred by the lack or even nonexistence of basic infrastructure to support supply chains, emerging markets pose challenges ranging from roads, electricity, water, and storage to banking, payment, and point-of-sale. Roads are often blocked or in need of repair, transportation breaks down, slow moving vehicles traverse narrow lanes, and suppliers and retailers do business with cash and a handshake.

Moreover, emerging ...