Multinational corporations constantly face an increasingly competitive global environment. 

As commercial prospects diminish in developed markets – due to declining economic growth, regulatory challenges, pricing pressures and patent expirations – corporations are continuously reassessing their international strategies.  One alternative path has been to selectively expand into what are referred to as "emerging markets." 

These markets are not uniform, and each country needs to be reviewed on its own merits. 

Corporate stakeholders with specific areas of expertise need to be consulted prior to market entry and during the early and crucial stages of operations to ensure strategies are being executed in a pragmatic manner.