This book reflects the current issues, changes, challenges and opportunities facing businesses in emerging markets, including entry and negotiation processes, as well as risks and strategies. There are a number of countries with considerable purchasing power equivalent to Western economies. Many "developing" countries in Central Europe, Asia, Latin America, and Africa are actually growing at a much faster rate than those in the "developed" West. Evaluating and doing business in these markets, however, is still considered a difficult task
