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With the end of the Cold War,the former Soviet Union and its allies, as well as China, India, and Latin America, opened their closed markets to foreign invest-ment in a cascading fashion. Although this significant economic and social transformation has offered vast new growth opportunities for multinational corporations (MNCs), its promise has yet to be
realized.
First, the prospect of millions of “middle-class” con-sumers in developing countries, clamoring for products from MNCs, was wildly oversold. It is the billions of aspiring poor who are joining the market economy for the first
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