Latin America, 2014
Latin America Council, 2010: This report may change the way you think about retailing in emergent markets. Based on rigorous research into leading retailers in six emergent country markets in Asia, Eastern Europe, Latin America and South Africa, this report examines the dynamics and subtleties of each market and then “connects the dots” to form an original global perspective and yield useful insights.
This report is a companion to a definitive multimedia presentation. The research was conducted for the Coca-Cola Retailing Research Council of Latin America and took place from over the course of 2009.
Our work was informed by two assumptions:
- Useful knowledge of emergent markets requires learning both what they share in common and also how they differ; and
- There is no single “right” way to succeed commercially in an emergent market. But there are certain attitudes, knowledge and capabilities that form the foundation of any successful engagement.