June 2016
Beginner
256 pages
6h 20m
English
book
Breakout Strategies for Emerging Markets: Business and Marketing Tactics for Achieving Growth
by Jagdish N. Sheth, Mona Sinha, Reshma Shah
Content preview from Breakout Strategies for Emerging Markets: Business and Marketing Tactics for Achieving GrowthBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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7. Reinventing Reach
Emerging markets are lands of great contrast. In the previous chapter, we emphasized the importance of companies being able to leverage existing distribution options in such countries. In this chapter we acknowledge the rapidly modernizing retailing landscape that is turning the distribution mantra from “location, location, location” to “procurement, possession, and convenience.” Even as emerging-market customers continue to use traditional channels, new channels are also becoming integral to their lives and are leading to a change in shopping habits. Unlike in the West where modern retail has existed for decades, in emerging markets it is a very recent phenomenon. As a result, the brand-new construction there reflects more ...
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