10. Sell to the Source by Bridging Marketing and Operations

The development of factories in emerging markets is often the precursor of the rapid growth of consumer markets. Sourcing from these markets can offer insights on selling to the same markets—if the knowledge of marketing and operations is brought together. How can you leverage your sourcing activities in emerging markets to build consumer businesses? How can you sell to the source?

During a market visit to the interior Chinese city of Chengdu in 2003, Gerard Raymond was struck by the emerging consumer market. The women passing on the streets were dressed in the latest fashions. There was a new department store being built. All the top brands were visible. It was a tangible shift in ...

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