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	March 16, 2009 Inquiry Insight: Globalization And Emerging Markets 2008 Forrester Clients Understand That To Think Globally, They Must Act Locally by Jennifer Belissent, Ph.D. with Peter Burris, Zachary Reiss-Davis

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Executive Summary

Forrester clients are immersed in the challenges of globalization and expanding into emerging markets. Client inquiries on how to best meet these challenges range from broad questions about operating in a global or multinational environment to more specific questions about how to address individual local markets. On the global front, clients want to understand global opportunities, develop global strategies and processes, and identify global partners and suppliers. On the local front, clients want to understand the implications of entering new emerging markets for the elements of the marketing basics — placement, product, pricing, and promotion.

TABLE OF CONTENTS

• Global Interest Expands, Revealing Opportunities At Home And Abroad
• Anyone "Going Global" Needs Help Getting There
• The Path To Global Ends Up Local, Requiring Some New Marketing Basics

WHAT IT MEANS

• Even If You Think You're Not Going Global, Your Customers Might Be
• Supplemental Material
• Related Research Documents

This is an excerpt

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