The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands

1Choosing Consumer Segments and Expanding Internationally

As the Introduction points out, which consumers to serve—in which countries—is the most fundamental strategic decision that an expanding EMNC needs to make, as all other business decisions are contingent on this. Here in Chapter 1 we examine EMNCs’ decisions regarding which consumer segments to serve and in which countries, decisions that can broadly be construed (as shown in Figure I-1 and elaborated in Figure 1-1) as a choice between serving consumers from other emerging markets who are similar to those served at home, or expanding to more affluent markets, where market conditions and consumers are relatively dissimilar. This chapter also documents how this choice—of which consumers ...