In an increasingly complex global business market, where the Trump administration is utilizing tariffs more often, companies must develop effective strategies to evaluate whether or not to conduct business in emerging markets. The criteria that go into the decisions to enter an emerging market are vastly different than the criteria a company may use to evaluate entering a developed or mature market. This article outlines five practical tips to help in-house counsel as they work to reach alignment with their corporate team on an emerging market strategy.

Look for the ‘Sweet Spot’

When your company is initially vetting international markets to enter, look for countries that are not failed states but that also don’t have hyper-mature markets. Some indicators to consider include determining whether the country has:

  • A rising middle class;
  • A younger population;
  • A trajectory of economic growth;
  • More disposable income;
  • Economic diversification;
  • Adhere to rule of law; and
  • Political stability.

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