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To what do we ascribe the far-reaching success of companies from emerging economies in domestic and global markets? What do emerging markets companies do differently? This chapter studies and provides a comparison of the cases of seven successful Colombian companies in different industries to identify specific attributes and capabilities that have helped these firms to overcome the liabilities associated with being situated in emerging markets, enabling them to become market leaders domestically or internationally. The findings of this study suggest that the most relevant capabilities for the success of these companies are their ability to obtain resources, their product adaptation capabilities, and their understanding of local consumers’ needs.
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