Companies who can manage the chaos will win in Emerging Markets

Companies who can manage the chaos will win in Emerging Markets. Tassos Stassopoulos, Alliance Bernstein's portfolio manager for emerging consumers (talking with the Australian) says the big opportunity is not targeting the middle/upper classes but consumers at the bottom of the pyramid. He adds They don't want cheap goods. They have a very good understanding of what quality at a fair price is. If you can go and satisfy these guys at the bottom of the pyramid, you can disrupt the whole pyramid above. Stassopoulos says Everybody thinks that if you have a good brand, you are going to be successful in emerging markets. We think they are wrong. These are very disorganised markets, with poor distribution, corruption, with hundreds of barriers. You need experience with conquering chaos. A lot of the developed companies come from organised markets. So they don't know how to do this. (VIEW LINK)