A new analysis from consultant Booz & Co. notes that emerging markets may not be as lucrative for pharmaceutical companies as they hope. While pharma companies that enter these markets early can help shape them, the report noted that the size of countries classified as "emerging markets" varies, and the "ambitious targets" of some companies have not be met. "Companies should be aware that whilst there is huge potential here, variations within the emerging markets themselves require different and tailored approaches," the report cautions.