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

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Chapter 9

Emerging Markets Do Not Want to Be Like the West

Look at the phrase “Emerging Markets.” It is obviously markets, which are emerging, but toward what and when are they done? It seems to be a question that is rarely asked either because we do not care or we assume that emerging markets are emerging toward Western market structures and cultures.

However, we should ask that question and we should try to outline the possible scenarios for the emerging and frontier markets.

I, Dr. Majlergaard, do not believe that there is just one answer to that question about the end goal. I believe that each country and each market has different end goals depending on a variety of factors I will outline a little later. The factors I will focus on are the ...

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