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Discussion Forum – Emerging Markets

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After reading the two assigned articles listed in the syllabus, comment on the following:

1. What are the key market-strategy changes Heinz implemented to be successful in emerging markets?

2. According to Professor Sheth, there are several key characteristics of emerging markets that are different from traditional industrialized markets, which require marketers to rethink core marketing assumptions. Discuss and evaluate the suggested mindset changes needed in light of the unique nature of emerging markets.