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International Markets
The focus of global marketers is shifting as a string of emerging markets compete for business press headlines. The maths is tempting: take a brand, scale up its sales to the population of India or China, let the spreadsheet do the rest. But global brands will only succeed in these markets if marketers understand their cultural nuances. As a global agency working with many of the world’s leading companies, we know that we uncover the most valuable insights when we put local knowledge at the heart of our work.
Three pieces in this Issue focus on big long-term opportunities, offering fresh perspectives on Russia, China, and Africa. Each is by someone who lives and works with the challenges and opportunities of each market, and understands the reality beneath popular conceptions.
Meanwhile, mature markets are also experiencing dramatic changes. Douwe Rademaker shows how, in Japan, demographic change is creating culturally distinct generational groups. Finally, Nic Hall’s thoughtful article on migration explores the human transformation behind the political arguments.
I hope you find these articles thought provoking, and that they change at least one or two of your perspectives on the worldwide local market for your brands. The pieces are inspired by a series of seminars we are running for our clients on different markets. If you would like to know more, please get in touch with your Research International contact, or e-mail us at info@research-int.com.
FEEDBACK: We are planning a 'feedback section' on The Issue website - if you have any questions or comments on this Issue's pieces, please get in touch with us and we will publish a selection on the site.
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