By Director of CEIBS Research Centre for Emerging Market Studies Professor of Strategy and International Business Klaus E. Meyer

In my last blog, I discussed the fallacies of the good enough markets: it turns out that the risks are high and the profit potential is low. Hence, multinational players have to be very selective when considering entry into this large, but highly competitive segment. Once they have decided to take on the challenge, the next question is: how?
They face two immediate challenges. The obvious one is to get costs down so they can create value-for-money products. The less obvious one is that low cost is not enough to succeed in the good enough market ; foreign entrants often struggle with the competitive dynamics in local markets. Read more on Forbes.com