Brazil, Russia, India, China, and Indonesia make up 60 percent of the world's population and 40 percent of global GDP growth. But companies cannot treat these markets as fledgling versions of the developed economies that have been their mainstay. They must rethink how they "go to market" in these places, which frequently do not have a state-of-the-art marketing, distribution, or retailing infrastructure. Many of the tried-and-true principles of in-store execution are universal. No matter where they live or how much they earn, consumers respond when they are offered the right products, at the right price, and in the right retail environment. But achieving that alluring mix of product, price, and environment is especially challenging in developing markets. Companies that can adapt to the specific challenges of in-store execution in these markets stand to win big.
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