Jumping hurdles in emerging markets : How to get your product to the customer

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – When Tata Motors heralded its ultra‐low‐priced Nano car as a “safe, affordable, all‐weather form of transport for families,” not only was the mobility of India's middle classes to be revolutionized, the world's businesses were being given an enviable example of product innovation. Unfortunately, the car has not sold as well as expected and some experts blame this on the company's failure to be equally innovative with its business system. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.