In an interview with “Harvard Business Idea Cast” Tarun Khanna (Author of “Winning in Emerging Markets“) came up with some pretty simple but strong arguments while engaging in emerging markets will matter for “Western Companies”.

Backed up with some quite interesting cases (great to see someone using success stories other than the Apple’s) he shows that if companies don’t put themselves into the situation of dealing with these new challenges they will ultimately face strong competition not only overseas but within their home countries.