As long as there are grave doubts about a sustained recovery in developed markets, it is more apparent than ever that western companies must rely on the vitality and promise of emerging markets for growth.
But to do so they must expose themselves to danger. Where vague uncertainties can be crystallised into measurable risks, they must be able to assess how best to manage them
Western companies have pushed hard into emerging markets before, only to retreat quickly, such as after the Asian financial crisis in 1997. At that time, however, there was plenty of economic activity at home to return to, as well as other pockets of interesting emerging-market activity.
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