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	November 14, 2006 Debunking Five Myths About Emerging Markets Naive Western Firms Must Learn To Deal With The Challenges Of Globalization by Navi Radjou with Ellen Daley, Heidi Shey

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Executive Summary

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.

TABLE OF CONTENTS

• Globalizing Firms Seek Long-Term Gains, Ignore Short-Term Reality
• Five Myths That Incorrectly Set The Globalization Compass

RECOMMENDATIONS

• Corporate Strategists: Prep Your Firm For Long-Term BRIC Success
• Related Research Documents

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