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Leveraging Cultural Diversity in Emerging Markets by Finn Majlergaard, Marcus Goncalves

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Chapter 3

Coping with Differences and Promoting Interactions

Overview

Entering emerging and frontier markets is not easy. In our experience in teaching this topic, consulting for several multinational corporations around the world, and being a practitioner ourselves, we find that emerging and frontier markets can be tough to enter. The cultural aspects, discussed in more detail in later chapters, can be a major issue if one is not prepared to adapt or integrate. Government interference, backward infrastructure, and a lack of skilled workers can also be a major challenge, as it requires a lot of patience, perseverance, and specialized assistance, which actually keeps Dr. Majlergaard very busy at Gugin.1

Opportunities in emerging and frontier ...

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