Chapter 1

Emerging Middle East

Multinational companies cannot afford to ignore emerging markets. Nor can they afford to ignore the difficulties involved.1

Financial Times, August 14, 2011

Since the global economic slowdown that started in 2008, businesses have increasingly looked at the world’s rapidly developing economies as a source of profitable growth. Today, the vast majority of the business literature on emerging markets has a strong focus on the major economies of Asia and Latin America, particularly the BRIC countries (Brazil, Russia, India and China) and sometimes other large economies such as Indonesia, South Africa and Turkey. The countries of the Middle East are usually not included in these discussions, despite displaying many ...

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