Our conviction is that organizations often suffer from common pitfalls when envisioning to expand in emerging or developing markets.
The lack of internal resources and time to spend on the targeted field,
The replication of a business development strategy from one area to another and the lack of integration of local specificities,
The use of public data, often non-reliable or non-available, to feed this strategy.
To our point of view, emerging markets are defined by :
A close imbrication of traditional culture, sub-groups specificities, and development drivers
An intrication between formal and informal economy
Fast changing contexts and business environment.
Hence, we have developed an approach that allows us to take into account those specificities based on the following pillars: