In this article C.K. Prahalad and Kenneth Lieberthal talk about multinational corporations going into emerging markets such as China and India. Multinational corporations, with an imperialistic view, came into emerging markets attempting to sell their old products, and in doing so attracting only the top tear of the emerging markets. To attract the more lucrative second and third tiers they need to take in consideration brand management, the cost of market building, new product design, packaging, capital efficiency, and distribution system. If a multinational corporation succeeds their entire business will change both effecting and being effected by the emerging market.
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