How Global Brands Can Respond to Local Competitors

Emerging markets have been strongholds for big consumer-packaged-goods brands like Colgate, Avon, Axe, and Olay, which are backed by large, incumbent companies. But these global consumer power brands are losing ground to smaller brands in Indonesia, India, China, and Brazil. To respond effectively, the incumbents will need to consider their inherent strengths in a new light. They will need to cultivate different portfolios, adjust their expectations about brand failure rates, and put ideas back at the center of their business.