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The Four Ps of Global Business Expansion
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Miles White, CEO of Abbott Labs, describes the approach based on 4 P's- people, product, presence and perseverance- that will work best for emerging markets. The idea is to become a citizen of that country or region, with the right mix of local people, product customized for regional preferences, local infrastructure, and perseverance for the long haul. The stakes are huge, as emerging markets are growing rapidly. The pharmaceutical market in India is expected to quadruple from $12 billion today to $50 billion by 2020.
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