For Vendor Strategy Professionals (Length: 18 pages)

November 14, 2006

Debunking Five Myths About Emerging Markets

Naive Western Firms Must Learn To Deal With The Challenges Of Globalization

This is the second document in the "Balancing Risks And Rewards In A Global Tech Economy" series.

Executive Summary (This is a document excerpt)

Western CEOs view emerging markets like Brazil, Russia, India, and China (BRIC) as Alice dreamed of Wonderland: a place of unlimited opportunities where profits keep going up while costs keep going down. Alas, as Alice did, CEOs must wake up and get realistic about BRIC nations' short-term potential and proactively deal with the noneconomic challenges of expanding and operating globally. To empower corporate strategists who advise CEOs at incumbent and aspiring multinational corporations (MNCs), this document debunks popular misconceptions about emerging markets and their glorified impact on Western firms' business performance by using evidence from successful companies that are embracing a pragmatic approach for expanding their global operations.

NOTES & RESOURCES

Globalizing Firms Seek Long-Term Gains, Ignore Short-Term Reality

Five Myths That Incorrectly Set The Globalization Compass

Myth No. 1: Billions Of BRIC Consumers Are Lusting For Western Goods

Myth No. 2: Millions Of "Chindian" Brainiacs Are Willing To Work For A Dime

Myth No. 3: Unstoppable Capitalist Forces Are Flattening Barriers To Entry Into BRIC

Myth No. 4: BRIC = Emerging Markets; Emerging Markets = BRIC

Myth No. 5: Triumphant Emerging Markets Will Soon Curtail US Global Competitiveness

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Corporate Strategists: Prep Your Firm For Long-Term BRIC Success

For this report, Forrester used the 2005 Foreign direct investment (FDI) data collected by IBM-Plant Location International (IBM-PLI). In addition to interviewing IBM-PLI's leaders, we spoke to Jeff Lande, SVP, software and IT services, Information Technology Association of America (ITAA); Walter Shill, managing partner of Accenture's strategy practice; and Kal Patel, SVP of strategy, Best Buy.

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For Vendor Strategy Professionals (Length: 18 pages)

Debunking Five Myths About Emerging Markets

Naive Western Firms Must Learn To Deal With The Challenges Of Globalization

Executive Summary (This is a document excerpt)

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NOTES & RESOURCES

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