In our book, Winning in Emerging markets, we define an emerging market as being one where buyers and sellers have trouble coming together. When you see the variety of ways, and these are truly uncountably many, that this can happen, you realize that is a bit of an emerging market in every location, including so-called developed economies, and that emerging markets emerge, so to speak, in differnet ways. The problems in China are quite different from those in India, as are the opportunites.

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