How different is Emerging Markets really?
It is a well-known fact that the economies in emerging markets are growing faster than mature markets. By far the biggest percentage of the world's population also live and work in these markets. Yet, we, the privileged tend to approach these markets in the same ways that we do in the mature markets that we know. We visit places like Lagos and Beijing, but stay in western hotels. While we sip our perfectly brewed cappuccino's, we talk about the importance of these markets, but do we really know, and should we change the way that we interact?