Winning the BRICS

Simon London cautions that selling to Brazil, Russia, India and China is easier said then done:

Companies hoping to capture the emerging mass market will need to develop products (and business models) tailored not only to local taste but also to local spending power… partnering is often not only desirable but also a necessity. Whether because of law, political reality or common sense, operating successfully in Brics countries will require alliances with local companies. For multinationals that play well with others, this will be challenging. For companies more comfortable in a solo role it may be an insuperable obstacle.

His guess is that creative managers will tip the balance in favor of the eventual winners, not political connection or finely tuned product portfolios. More on courting the BRICS here and here.