Geoffrey Jones

What will the continued stagnation of the United States and developed economies in Europe mean for aspiring multinationals based in booming emerging markets?

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Reprint: R1207P 
How will the logic of globalization change for corporations from countries such as India, China, Indonesia, Brazil, and Turkey if the growth opportunities in emerging markets continue to far outpace those in developed markets? 
Natura Cosm&#233;ticos, a Brazilian beauty giant, has considerable experience with that question. For some 30 years, the company has been attempting to move, with decidedly mixed results, into developed markets even as the opportunities of its region have grown stronger and stronger. 
Markets like the United States exert a strong pull on emerging-market multinationals, but Natura must contend with a changing economic equation: The U.S. beauty market grew by an anemic 1.1% in 2010, whereas demand in Argentina, Chile, Colombia, and Peru increased by 10.9%. 
Ultimately, Natura has moved beyond stereotypes of globalization, recognizing that winning in Argentina, Chile, and Mexico can be an entry onto the world stage every bit as effective as conquering Paris or New York.

The Growth Opportunity That Lies Next Door

Reprint: R1207P How will the logic of globalization change for corporations from countries such as India, China, Indonesia, Brazil, and Turkey if the growth opportunities in emerging markets continue to far outpace those in developed markets? Natura Cosméticos, a Brazilian beauty giant, has considerable experience with that question. For some 30 years, the company has been attempting to move, with decidedly mixed results, into developed markets even as the opportunities of its region have grown stronger and stronger. Markets like the United States exert a strong pull on emerging-market multinationals, but Natura must contend with a changing economic equation: The U.S. beauty market grew by an anemic 1.1% in 2010, whereas demand in Argentina, Chile, Colombia, and Peru increased by 10.9%. Ultimately, Natura has moved beyond stereotypes of globalization, recognizing that winning in Argentina, Chile, and Mexico can be an entry onto the world stage every bit as effective as conquering Paris or New York.

The Growth Opportunity That Lies Next Door

Summary.

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