A dearth of data in emerging markets was the lament of a panel at BMA's "Blaze" conference in Chicago. "You have so many targets and opportunities, and often you don't have a lot of reliable data about which markets are growing fastest," said Laurent Michoud, head of global marketing at Ingredion. Michoud said it's essential that B2B markets in emerging markets develop relationships, use social media and adapt to the local culture.

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