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The 86 Percent Solution: How to Succeed in the Biggest Market Opportunity of the Next 50 Years by Robert Gunther, Kamini Banga, Vijay Mahajan

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Chapter 4. Connect Brands to the Market

Global brands often have been humbled by small, local rivals in fragmented, developing markets. Companies need to find the right balance of global and local brands, or reinterpret these brands, to connect with the market.

Hongli takes a bus downtown in Harbin, China. At the bus stop, she visits a hole-in-the-wall store and purchases a Qoo juice drink that she sips on the way to an automobile dealer. She pulls out her Bird cell phone to call her husband to make sure he is on his way. They had planned to meet to look at cars before heading back to their apartment that evening. Her husband, Jianmin, works in financial services at a multinational company. With her own work as a secretary for a local firm, they ...

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