Crisis in the D&E markets: invest, lay dormant or run for cover

This paper provides a sweeping analytical review of the major developing and emerging (D&E) markets of Brazil, Russia, India and China, commonly referred to as the BRIC countries. The authors share their extensive business experience in designing successful entry strategies into the D&E markets for major US and European corporations, providing guidance and food for thought to Western companies looking for growth opportunities in new markets. After reviewing market characteristics, current state and business climate, the article discusses promising investment and engagement strategies for each of the economies covered, considering product and service sales, sourcing, as well as outsourcing opportunities.